梅河口民生村镇银行“乡镇理财产品”市场营销策略研究

发布时间：2018-06-27 11:15

本文选题：民生村镇银行 + 理财产品　；参考：《吉林财经大学》2017年硕士论文

【摘要】：随着国家惠农政策的落实和大力振兴老东北工业基地的决心,梅河口市经济快速发展,人们生活水平逐步实现小康,闲置资金增多,对财富的保值增值有了更高的最求。为解决农民闲置资金的投资问题,提供科学、安全的管理剩余资金提供渠道,使农民钱生钱,获得更大的收益,提高农民收入。为金融理财产品在梅河口乡镇市场营销奠定基础,有效帮助农民进行科学理财。本文以梅河口市民生村镇银行为基础,以梅河口市理财产品的供需分析为切入点,研究营销战略在整个市场中的表现,从而为梅河口理财产品的发展提供战略保证和实施环境。本文率先分析了梅河口乡镇理财产品市场现状,全方位的分析梅河口乡镇市场对理财产品的需求和梅河口乡镇市场理财产品的供给情况,梅河口理财产品市场供给不足、产品不适合,而需求在快速增加,供不应求的理财市场局势为梅河口市各银行推进理财业务创造了新的机会,分割梅河口市理财市场份额这份“蛋糕”仍有机会。并对梅河口乡镇理财市场发展进行SWOT分析,现梅河口理财市场正逢居民可支配收入增加、其他借贷风险大等优势,以及梅河口金融市场发展仍处于初期、储蓄利率下降和惠农政策的大力支持等机遇,是梅河口民生村镇银行开展理财产品业务的好时机。通过在全市发放调查问卷、实际调研,将各项数据整理,并利用EXCEL进行数据分析,对梅河口乡镇理财产品业务从年龄、收入、学历等五方面进行市场细分,选择目标市场,进行精准定位的基础上,运用4Ps理论对该产品在梅河口乡镇市场上营销进行分析,最后给出具体的营销策略的实施方案。梅河口民生村镇理财产品定位在50岁-60岁之间的人群和学历收入都较高的人群,推行投资风险低、收益稳定的理财产品,形成具有地方特色,有针对性的产品策略,推出具有诱惑的价格策略,多渠道推广理财产品,结合各种促销策略来营销理财产品,占领市场份额。同时为了营销策略有高效实施,梅河口民生村镇银行内部实施健全人才队伍等四种保障措施。
[Abstract]:With the implementation of the national policy to benefit agriculture and the determination to vigorously revitalize the old northeast industrial base, the economy of Meihekou City has developed rapidly, people's living standards have been gradually realized well off, idle funds have increased, and there is a higher demand for the preservation and appreciation of wealth. In order to solve the investment problem of peasants' idle funds, provide scientific and safe management channels of surplus funds, make farmers earn more money, get more income, and improve farmers' income. It lays a foundation for the marketing of financial management products in Meihekou township and helps farmers to manage financial affairs scientifically. Based on the Minsheng Village Bank of Meiehekou City and the supply and demand analysis of financial management products in Meiehekou City, this paper studies the performance of marketing strategy in the whole market, thus providing a strategic guarantee and implementation environment for the development of financial management products in Meihekou City. This paper firstly analyzes the present situation of financial management products market in Meimihekou township, and analyzes the demand for financial management products and the supply of financial management products in Meihekou township market. The market supply of financial management products in Meihekou is insufficient. The product is not suitable, and the demand is increasing rapidly, the financial management market situation that the demand exceeds the demand has created the new opportunity for the banks of Meihekou city to advance the financial management business, the "cake" that divides the Meihekou city financial management market share still has the opportunity. The SWOT analysis of the development of the township financial market in Meimihekou shows that the present financial market of Meihekou is in the early stages of the development of the financial market at the same time as the increase of the disposable income of the residents and the high risk of other loans. The drop of savings interest rate and the strong support of agricultural policy are good opportunities for the banks of Meihekou Minsheng Village to carry out the business of financial products. Through the distribution of questionnaires in the city, the actual investigation, the collation of the data, and the use of excel for data analysis, the market segmentation of the township financial products business in Meihekou from five aspects, such as age, income, education and so on, is carried out, and the target market is selected. On the basis of accurate positioning, this paper analyzes the marketing of this product in Meihekou township market by using 4Ps theory, and finally gives the implementation scheme of specific marketing strategy. Meihekou Minsheng Village and Town Financial Management products are located between 50 and 60 years of age and the people with higher education income, and carry out financial management products with low investment risk and stable income, thus forming a product strategy with local characteristics and pertinence. Introducing attractive price strategy, multi-channel promotion of financial products, combined with various promotional strategies to marketing financial products, occupy market share. At the same time, in order to implement the marketing strategy efficiently, four kinds of safeguard measures, such as perfecting the talent team, are implemented in the Meihekou Minsheng Village Bank.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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