农业银行乐山分行“三农”产品营销策略研究

发布时间：2018-03-07 01:17

本文选题：农业银行　切入点：乐山分行　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国正迈入全面建设小康社会的新阶段,“三农”问题作为现代化进程中的短板,一直未得到圆满的解决。长期以来,中央高度重视“三农”问题,自2004年开始,中央1号文件连续14年聚焦“三农”问题,不止一次强调农村经济要发展,离不开农村金融的支持;满足农村金融需求,离不开金融产品创新。随着国家城乡一体化进程的加快,多元化的金融需求逐渐呈现出来,现有的金融产品已无法满足日益增长的农户及农村企业的需求,致使农村金融市场形成巨大的供需缺口,给金融机构带来了有利的商机。农业银行牢记中央赋予的政治使命,紧紧抓住机遇,瞄准“三农”这片蓝海市场,积极服务“三农”,努力执行长期可持续发展的战略任务。本文运用文献研究法、描述性研究法、经验总结法同时结合问卷调查进行调研,从分析乐山农村金融市场需求变化情况入手,结合当地农村金融机构服务“三农”的现状、存在问题以及农业银行实施“三农”蓝海战略的大背景,强调乐山农行服务“三农”的必要性和抢占农村市场份额的紧迫性,从乐山农行现有“三农”产品和服务的角度,分析在营销中存在的问题及成因,运用4P、4C理论并结合营销实践,进行“三农”产品营销对策分析;最后,提出乐山农行要在当地农村金融市场领先同业,提升竞争力,必须做好两个方面的工作:一是在产品营销上下“功夫”。在产品策略方面,要根据“三农”客户不同的需求特点,一方面通过全面梳理现有“三农”产品,对现有产品进行整合、功能扩展、科学定价,简化信贷流程等措施完成适应性改造,另一方面根据农村金融市场需求和当地资源禀赋加快“三农”产品创新,塑造品牌优势;在渠道建设策略方面,按照“以物理网点为基础、以电子渠道为重点、以流动服务渠道为延伸、以借助第三渠道为补充”的思路,多种途径拓展服务渠道,尤其要加强县域电子渠道建设,使渠道与客户需求有效对接;在产品定价策略方面,需根据客户风险大小、综合回报率来制定相关利率,对“三农”中高端客户或低风险业务可实行利率优惠政策。在产品促销策略方面,需提高“三农”服务人员素质,通过多种渠道做好广告、宣传,提升客户对产品的认知度和认同感。二是创新服务模式。农村金融市场存在差异化,需要我们针对不同的区域特点、特色产业、客户需求,不断创新“三农”信贷产品和服务模式。
[Abstract]:China is entering a new stage of building a well-off society in an all-round way. As a short board in the process of modernization, the issue of "agriculture, rural areas and farmers" has not been satisfactorily resolved. For a long time, the Central Committee has attached great importance to the issue of "agriculture, countryside and farmers", which has been since 2004. The first document of the Central Committee focused on the issue of "agriculture, countryside and farmers" for 14 consecutive years. It emphasized more than once that the development of the rural economy could not be achieved without the support of rural finance; and that the needs of rural finance were met. With the acceleration of the process of the country's urban-rural integration, the diversified financial needs are gradually emerging, and the existing financial products can no longer meet the growing needs of farmers and rural enterprises. This has led to a huge gap between supply and demand in the rural financial market, which has brought favorable business opportunities to financial institutions. Bearing in mind the political mission entrusted by the central government, the Agricultural Bank of China firmly grasped the opportunity and aimed at the blue sea market of "agriculture, rural areas and farmers". Actively serving the "three rural areas", striving to carry out the strategic task of long-term sustainable development. Based on the analysis of the change of rural financial market demand in Leshan, combining with the present situation of local rural financial institutions serving "agriculture, countryside and farmers", the existing problems and the background of agricultural bank implementing the "three rural" blue sea strategy, This paper emphasizes the necessity of Leshan Agricultural Bank's service to "agriculture, countryside and farmers" and the urgency of seizing the rural market share. From the point of view of the existing "three rural" products and services of Leshan Agricultural Bank, this paper analyzes the existing problems and causes in marketing. Using 4Pf4C theory and combining with marketing practice, this paper analyzes the marketing countermeasures of "three rural" products. Finally, it points out that Leshan Agricultural Bank should lead the local rural financial market in order to enhance its competitiveness. We must do a good job in two aspects: first, we must make great efforts in product marketing. In terms of product strategy, we should, according to the different needs of the "three rural" customers, on the one hand, comprehensively comb the existing "three rural" products. On the other hand, according to the needs of rural financial market and local resource endowment, we should speed up the innovation of "three agricultural products" and mold the brand advantage. In terms of channel construction strategy, according to the idea of "taking physical network as the basis, focusing on electronic channels, taking mobile service channels as extension, and making use of the third channel as a supplement", there are many ways to expand service channels. In particular, it is necessary to strengthen the construction of electronic channels at the county level so as to effectively link the channels with customer demand. In terms of product pricing strategies, the relevant interest rates should be formulated according to the size of the customer's risk and the comprehensive rate of return. The preferential policy of interest rate can be applied to the middle and high-end customers or low risk business of "three rural areas". In the aspect of product promotion strategy, we should improve the quality of service personnel of "agriculture, rural areas and farmers", advertise and propagate well through various channels. The second is the innovation of service mode. There are differences in rural financial market, which need us to aim at different regional characteristics, characteristic industries, customer needs, Continuously innovating the "three rural" credit products and service models.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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