济宁市农村信用社中间业务市场营销策略研究

发布时间：2018-05-02 07:51

本文选题：中间业务 + 营销策略　；参考：《大连海事大学》2012年硕士论文

【摘要】：当前,随着金融市场竞争的日益激烈,银行传统存贷业务的利差正在日渐缩小,中间业务以其成本低、收益高、风险小、盈利潜力大等显著优点,业已成为世界各国商业银行收入的重要组成部分,被称为商业银行的三大业务之一。因此,如何全面、健康、快速地发展中间业务以应对激烈竞争,成为各类商业银行迫切解决的问题。济宁市农村信用社,经过深化改革,开拓创新,也已成为当地营业网点最多、存、贷规模最大的金融机构。近几年,济宁市农村信用社将发展中间业务作为全社的战略支柱业务以来,通过不断加强市场营销和产品研究,加大中间业务考核及资源配置力度,中间业务发展速度明显加快,中间业务收入取得了一定的进步。但与同业相比,仍存在不小的差距。本文以济宁市农村信用社中间业务发展为背景,在充分调研的基础上,运用市场营销学、整合营销传播理论及资源理论,从济宁市农村信用社发展中间业务的意义和必要性着手,分析了济宁市农村信用社所面临的机遇和挑战。在中间业务市场细分和目标市场定位的基础上,制定出济宁市农村信用社中间业务产品的市场营销策略,并根据中间业务产品的特点,制定了包括差异化服务策略和网点渠道管理策略,结合济宁市农村信用社的具体情况,从营销观念的转变、业务流程再造、组织机构建设、人员培训与管理、年度营销计划的制定等方面提出了中间业务市场营销策略的实施建议。以期为济宁市农村信用社中间业务长期、稳定、全面的发展提供有效途径。
[Abstract]:At present, with the increasingly fierce competition in the financial market, the interest rate difference of the traditional deposit and loan business of banks is shrinking day by day. The intermediary business has the remarkable advantages of low cost, high income, low risk, great profit potential, and so on. It has become an important part of the income of commercial banks all over the world and is called one of the three major businesses of commercial banks. Therefore, how to develop intermediary business in an all-round, healthy and rapid manner to cope with fierce competition has become an urgent problem for all kinds of commercial banks. Jining Rural Credit Cooperatives, through deepening reform, pioneering and innovation, has become the largest local business network, deposit, loan scale of the largest financial institutions. In recent years, Jining Rural Credit Cooperatives have taken the development of intermediate business as the strategic pillar business of the whole society. Through continuously strengthening marketing and product research, Jining has increased the assessment of intermediate business and the allocation of resources. Intermediary business development speed obviously accelerated, intermediary business income has made certain progress. However, compared with the same industry, there is still a large gap. Based on the development of intermediate business of Jining Rural Credit Cooperatives, this paper integrates marketing communication theory and resource theory, on the basis of full investigation and research. Starting from the significance and necessity of developing intermediate business in Jining Rural Credit Cooperative, this paper analyzes the opportunities and challenges faced by Jining Rural Credit Cooperative. On the basis of market segmentation and target market orientation of intermediate business, the marketing strategy of intermediate business products of Jining Rural Credit Cooperatives is worked out, and according to the characteristics of intermediate business products, It includes differentiated service strategy and network channel management strategy, combined with the specific situation of Jining rural credit cooperative, from the change of marketing concept, business process reengineering, organization construction, personnel training and management. The implementation suggestion of marketing strategy of intermediate business is put forward in the aspects of making annual marketing plan and so on. In order to Jining City Rural Credit Cooperatives intermediary business long-term, stable, comprehensive development to provide an effective way.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【引证文献】