提升永宁县农村信用社营销竞争力的对策研究

发布时间：2018-05-22 14:02

本文选题：永宁县农村信用社 + 营销竞争力　；参考：《宁夏大学》2015年硕士论文

【摘要】：随着我国金融业的对外开放,市场竞争变得日渐激烈,我国商业银行开始越来越重视通过营销手段来增强其在竞争中的地位。然而,与西方国家商业银行市场营销状况相比,我国商业银行市场营销还处于初步发展阶段。为此,我国商业银行需在借鉴西方商业银行市场营销发展经验的基础上,正确认识自身的状况和特点,制定适应新环境的市场营销策略。本文从市场营销的理论基础和方法及应用现状入手,结合笔者在永宁县农村信用社多年的工作经验,在对永宁县农村信用社及外部数据进行了大量调研及数据分析之后,采用定性分析和定量分析相结合、理论与实践相结合的方法对永宁县农村信用社发展营销竞争力进行研究,目的是整理出关于永宁县农村信用社当前的营销现状、优化营销体系及发展前景。文中介绍了永宁县农村信用社当前的营销现状,并对公司当前存在的营销制度、营销业务及其他相关内容作出了分析,指出了当前营销竞争力中存在的问题,并分析了导致出现这些问题的原因,提炼出永宁联社营销战略目标、思路,并提炼出提升永宁联社营销竞争力的具体对策,指出保证新的营销体系顺利实施的风险防范措施。
[Abstract]:With the opening to the outside world of our financial industry, the market competition becomes more and more fierce. Our commercial banks begin to pay more and more attention to enhancing their position in the competition by means of marketing. However, compared with the marketing situation of commercial banks in western countries, the marketing of commercial banks in our country is still in the initial stage of development. Therefore, on the basis of learning from the marketing development experience of western commercial banks, Chinese commercial banks should correctly understand their own situation and characteristics, and formulate marketing strategies to adapt to the new environment. This paper starts with the theoretical basis and method of marketing and the present situation of application, combining the author's working experience in Yongning County Rural Credit Cooperative for many years, after a great deal of investigation and data analysis on the Yongning Rural Credit Cooperative and external data. By combining qualitative analysis with quantitative analysis and combining theory with practice, this paper studies the marketing competitiveness of Yongning Rural Credit Cooperatives in order to sort out the current marketing situation of Yongning Rural Credit Cooperatives. Optimize the marketing system and development prospects. This paper introduces the current marketing situation of Yongning County Rural Credit Cooperative, analyzes the current marketing system, marketing business and other related contents of the company, and points out the problems existing in the current marketing competitiveness. The causes of these problems are analyzed, the strategic objectives and ideas of Yongning's marketing strategy are refined, and the specific countermeasures to enhance the marketing competitiveness of Yongning United Society are extracted, and the risk prevention measures to ensure the smooth implementation of the new marketing system are pointed out.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.35

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