SDNC商业银行信贷业务营销策略研究

发布时间：2018-04-23 04:27

本文选题：农村商业银行 + 信贷业务　；参考：《山东理工大学》2017年硕士论文

【摘要】：随着经济水平的提升,农村居民开始注重物质生活的提升,农民对于信贷的需求显著提高。SDNC商业银行近年来实现了跨越式发展,2015年各项收入1007亿元,经营利润352亿元,农村信贷市场份额占全省银行业金融机构的40.68%。SDNC商业银行快速发展的同时也暴露了一些问题,像信贷业务战略定位不清、产品创新不足、缺少完整的信贷业务营销机制和营销人员专业水平不足等问题,这制约了SDNC商业银行信贷业务的进一步发展。同时各大商业银行纷纷进军农村信贷市场,导致SDNC商业银行的信贷市场进一步缩小。面对激烈竞争的市场环境,SDNC商业银行不得不改变传统的营销思路,建立符合当前市场要求的信贷业务营销策略。本文在市场营销理论的基础上,运用层次分析法分析和评价了SDNC商业银行信贷市场的内外部环境,运用STP理论进行市场细分和市场定位,运用4Ps营销策略进行信贷业务营销,制定营销保障措施。外部评价显示山东省良好的经济形势和农民对贷款的需求有利于信贷业务的发展,但是SDNC商业银行信贷业务定位不清和缺乏营销策略等制约了信贷业务发展。因此,本文对根据STP理论对SDNC商业银行信贷业务进行市场细分和市场定位,根据4Ps理论制定信贷业务营销策略、信贷业务定价策略、渠道策略和信贷营销促销策略。最后在信贷业务营销策略设计的基础上,从信贷营销过程中的组织架构再造、信贷业务创新管理体系、客户关系管理和信贷营销的风险控制四个方面出发提出完善SDNC商业银行信贷业务营销的保障性措施。本文对SDNC商业银行信贷业务营销环境进行全面评估,为SDNC商业银行信贷业务制定了可行的营销策略,对于增强SDNC商业银行信贷业务营销观念、扩大市场份额、提升核心竞争力、促进可持续发展等提供指导。本文所提出的SDNC商业银行信贷业务营销具体建议,丰富了我国农村小额信贷发展的理论与实践研究。
[Abstract]:With the improvement of economic level, rural residents began to pay attention to the improvement of material life. The farmers' demand for credit has increased significantly. SDNC commercial banks have achieved leap-forward development in recent years. In 2015, the income of various items was 100.7 billion yuan, and the operating profit was 35.2 billion yuan. While the rural credit market share accounts for the rapid development of the banking and financial institutions in the province, 40.68%.SDNC commercial banks have also exposed some problems, such as the unclear strategic positioning of credit business and insufficient product innovation. The lack of complete marketing mechanism of credit business and insufficient professional level of marketing personnel restrict the further development of credit business of SDNC commercial banks. At the same time, the major commercial banks have entered the rural credit market, leading to a further narrowing of the credit market of SDNC commercial banks. In the face of the fierce market environment, SDNC commercial banks have to change the traditional marketing thinking and establish the marketing strategy of credit business in line with the current market requirements. Based on the marketing theory, this paper analyzes and evaluates the internal and external environment of the credit market of SDNC commercial banks by using the Analytic hierarchy process (AHP), classifies and orientates the credit market by using the STP theory, and uses the 4Ps marketing strategy to carry out the credit business marketing. Develop marketing safeguards. External evaluation shows that the good economic situation of Shandong Province and the farmers' demand for loans are conducive to the development of credit business, but the lack of clear positioning of credit business and the lack of marketing strategy of SDNC commercial bank restrict the development of credit business. Therefore, this paper makes market segmentation and market orientation for credit business of SDNC commercial bank according to STP theory, and formulates marketing strategy of credit business, pricing strategy of credit business, channel strategy and promotion strategy of credit marketing according to 4Ps theory. Finally, on the basis of the marketing strategy design of credit business, from the credit marketing process of organizational structure re-engineering, credit business innovation management system, Four aspects of customer relationship management and credit marketing risk control are proposed to improve the SDNC commercial bank credit business marketing security measures. This paper makes a comprehensive evaluation of the credit marketing environment of SDNC commercial banks, and makes a feasible marketing strategy for the credit business of SDNC commercial banks. It can enhance the marketing concept, expand the market share and enhance the core competitiveness of the credit business of SDNC commercial banks. To provide guidance for sustainable development. The specific suggestions of credit marketing of SDNC commercial banks have enriched the theoretical and practical research on the development of rural microfinance in China.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.4

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