安徽舒城农商行“易贷卡”营销策略分析

发布时间：2018-01-09 05:00

本文关键词：安徽舒城农商行“易贷卡”营销策略分析　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

更多相关文章： 小额信贷 易贷卡 金融营销 4Ps理论

【摘要】：商业银行信贷业务发展至今,一直以来都是银行利润最主要的来源,为银行业的发展发挥了不小的作用。但传统贷款业务具有额度大、审核程序多、风险大等特点,并不能满足大部分客户的需求,尤其是广大农村地区,贷款难的问题一直存在。小额贷款业务恰好缓解了这类问题,本文也是从小额贷款产品出发,研究小额信贷目前存在的问题,以及解决方案,以期能够更好的解决农村地区贷款难问题。随着银行业的不断发展,金融产品的不断创新,商业银行之间的竞争也就愈发激烈,为了能在各大银行的竞争中脱颖而出,金融产品的营销就显得尤为重要。要迎接这种挑战,商业银行必须结合自身优势,在金融产品创新的基础上,革新金融产品的营销策略,制定相应的营销策略,积累优质客户,从而获取利润。对于小额信贷产品而言,也不例外。“易贷卡”作为舒城农商行主推的信贷产品,相对于传统信贷业务,具有小额循环贷款、易贷、灵活、自助办理等特点,但目前的营销现状不容乐观,因此如何制定营销策略来带动“易贷卡”的发展也应该成为安徽舒城农商行关注的焦点。本文主要从安徽舒城农商行如何以“易贷卡”为发展机遇,进行产品营销,先介绍了本文的研究背景以及研究意义,然后对国内外文献进行了梳理,近而提出研究方法以及研究思路,并提出了本文的创新点和不足之处;接着从理论出发,介绍了市场营销环境理论、4Ps理论以及STP理论;在相关理论的基础上对安徽舒城农商行“易贷卡”进行了相关介绍,通过市场营销环境理论对其进行营销环境分析;然后通过实地调研法对安徽舒城农商行“易贷卡”营销现状进行调查,取得相关信息及数据后,对“易贷卡”的现行营销策略进行了描述,并提出“易贷卡”现行营销策略所存在的产品缺乏创新、价格优势不明显、促销以及分销渠道利用不合理、员工知识水平参差不齐、产品服务欠缺以及风险控制不足等问题;根据安徽舒城农商行“易贷卡”的营销现状以及营销策略所存在的问题,结合4Ps理论,对“易贷卡”提出产品、定价、渠道、促销四个方面的营销策略优化建议,主要包括加强品牌建设以及产品创新、扩大授信人群、制定新产品以及差别价格策略、加强电子银行渠道建设、制定关系促销策略等等,并根据STP理论提出了市场细分策略优化建议,最终得出相关研究结论。
[Abstract]:The development of commercial bank credit business has been the most important source of bank profits, which has played a significant role in the development of the banking industry. The characteristics of high risk, can not meet the needs of most customers, especially in the vast rural areas, the problem of difficult loans has always existed. Microfinance business just alleviates this kind of problems. This article is also from the micro-credit products, study the existing problems of micro-credit, as well as solutions, in order to better solve the problem of loans in rural areas. With the continuous development of the banking industry. With the continuous innovation of financial products, the competition between commercial banks is becoming more and more fierce. In order to be able to stand out in the competition of major banks, the marketing of financial products is particularly important. Commercial banks must combine their own advantages, on the basis of innovation of financial products, innovate the marketing strategies of financial products, formulate corresponding marketing strategies, and accumulate high-quality customers. In order to obtain profits. For microfinance products, there is no exception. As the main credit products of Shicheng Agricultural Bank, "Yi Lending Card", compared with the traditional credit business, has small circulation loans, easy loans, flexible. Self-service management and other characteristics, but the current marketing situation is not optimistic. Therefore, how to formulate marketing strategies to promote the development of "easy credit card" should also become the focus of attention of Anhui Shucheng Rural Commercial Bank. For product marketing, this paper introduces the research background and significance, then combs the domestic and foreign literature, puts forward the research methods and research ideas, and puts forward the innovative points and shortcomings of this paper. Then from the theoretical point of view, the marketing environment theory and STP theory are introduced. On the basis of relevant theories, this paper introduces the "easy loan card" of Anhui Shucheng Agricultural and Commercial Bank, and analyzes its marketing environment through the marketing environment theory. Then through the field investigation of Anhui Shicheng Agricultural and Commercial Bank "easy credit card" marketing situation investigation, access to relevant information and data, the "easy credit card" of the current marketing strategy is described. It also points out that the current marketing strategy of "easy credit card" lacks innovation, price advantage is not obvious, sales promotion and distribution channels are not reasonable, and employees' knowledge level is not uniform. Lack of products and services and insufficient risk control; According to the marketing situation and the problems of the marketing strategy of Anhui Shucheng Agricultural and Commercial Bank, combining with the 4Ps theory, this paper puts forward the products, pricing and channels for the "easy credit card". Four aspects of marketing strategy optimization suggestions, including strengthening brand building and product innovation, expanding the credit population, formulating new products and differential pricing strategies, strengthening the construction of electronic banking channels. The relationship promotion strategy and so on are formulated, and according to the STP theory, the optimization suggestions of market segmentation strategy are put forward, and finally the relevant research conclusions are drawn.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.35

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