梁园区农村信用联社信贷营销策略研究
发布时间：2019-04-01 23:36
【摘要】： 伴随着现代商业银行体系的初步形成,银行业竞争日趋加剧,农村信用社自身盈利能力将面临新的挑战,只有树立信贷营销的全新理念,制定符合自身实际的信贷营销组合策略,农村信用社才能在激烈的市场竞争中立于不败之地。 本文在商业银行市场营销理论、服务营销理论及信贷营销理论等理论研究的基础上,提出了构建梁园区农村信用联社信贷营销策略。在研究过程中,坚持科学性和实用性的原则,采用调查研究法、系统分析法、比较分析法等方法,大量收集有关材料,对目前梁园区农村信用联社的信贷营销现状进行认真的调研与分析,找出其存在的问题:营销意识单薄、目标市场不明确、产品缺乏创新、营销资源匮乏、促销策略滞后、营销体系不健全。然后,结合问题,重点从产品、价格、渠道、促销、人员和CIS六个方面,设计了梁园区农村信用联社的信贷营销策略。梁园区农村信用联社应该在市场细分的基础上开发信贷产品,加强品牌建设;根据不同客户的信用评级,区别定价;调整网点布局和结构,开辟新渠道;运用广告、人员推销、营业推广和公共关系进行促销;加强人员培训,实行客户经理制;导入ClS系统,通过企业形象的提高增强信贷产品竞争力。为保证营销组合策略的顺利实施,梁园区农村信用联社应该转变营销观念,建立现代商业银行制度,创新营销机制,加强业务整合联动,建立市场营销的约束与激励机制。 梁园区农村信用联社位于中原腹地,区域经济发展比较落后。本文通过对河南省商丘市梁园区农村信用联社的信贷营销策略研究,以期为欠发达地区农村信用联社的发展提供一些借鉴。
[Abstract]:With the initial formation of the modern commercial banking system, the competition of the banking industry is increasing day by day, and the profitability of the rural credit cooperatives will face new challenges. Only the brand-new concept of credit marketing will be set up. The rural credit cooperative can be invincible in the fierce market competition by formulating the credit marketing mix strategy which accords with its own reality. Based on the theoretical research of commercial bank marketing theory, service marketing theory and credit marketing theory, this paper puts forward the construction of Liangyuan rural credit cooperative credit marketing strategy. In the course of the research, we should adhere to the principles of science and practicality, adopt the methods of investigation and research, systematic analysis, comparative analysis, and so on, and collect a large number of relevant materials. This paper makes a careful investigation and analysis on the current situation of credit marketing of Liangyuan Rural Credit Union, and finds out its existing problems: marketing consciousness is thin, target market is unclear, products lack of innovation, marketing resources are scarce, and promotion strategy is lagging behind. The marketing system is not perfect. Then, combining with the problems, this paper designs the credit marketing strategy of Liangyuan rural credit association from six aspects: product, price, channel, promotion, personnel and CISs. On the basis of market segmentation, Liangyuan Rural Credit Union should develop credit products, strengthen brand building, distinguish pricing according to different customers' credit rating, adjust network layout and structure, and open up new channels. Use advertising, personnel promotion, business promotion and public relations to carry out promotion; strengthen personnel training, implement customer manager system; introduce ClS system to enhance the competitiveness of credit products through the improvement of corporate image. In order to ensure the smooth implementation of marketing mix strategy, Liangyuan Rural Credit Union should change the marketing concept, establish the modern commercial bank system, innovate the marketing mechanism, strengthen the linkage of business integration, and establish the restriction and incentive mechanism of marketing. Liangyuan Rural Credit Association is located in the hinterland of Central Plains, the regional economic development is relatively backward. This paper studies the credit marketing strategy of rural credit cooperatives in Liangyuan District, Shangqiu City, Henan Province, in order to provide some references for the development of rural credit cooperatives in underdeveloped areas.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F832.4
本文编号：2452013
[Abstract]:With the initial formation of the modern commercial banking system, the competition of the banking industry is increasing day by day, and the profitability of the rural credit cooperatives will face new challenges. Only the brand-new concept of credit marketing will be set up. The rural credit cooperative can be invincible in the fierce market competition by formulating the credit marketing mix strategy which accords with its own reality. Based on the theoretical research of commercial bank marketing theory, service marketing theory and credit marketing theory, this paper puts forward the construction of Liangyuan rural credit cooperative credit marketing strategy. In the course of the research, we should adhere to the principles of science and practicality, adopt the methods of investigation and research, systematic analysis, comparative analysis, and so on, and collect a large number of relevant materials. This paper makes a careful investigation and analysis on the current situation of credit marketing of Liangyuan Rural Credit Union, and finds out its existing problems: marketing consciousness is thin, target market is unclear, products lack of innovation, marketing resources are scarce, and promotion strategy is lagging behind. The marketing system is not perfect. Then, combining with the problems, this paper designs the credit marketing strategy of Liangyuan rural credit association from six aspects: product, price, channel, promotion, personnel and CISs. On the basis of market segmentation, Liangyuan Rural Credit Union should develop credit products, strengthen brand building, distinguish pricing according to different customers' credit rating, adjust network layout and structure, and open up new channels. Use advertising, personnel promotion, business promotion and public relations to carry out promotion; strengthen personnel training, implement customer manager system; introduce ClS system to enhance the competitiveness of credit products through the improvement of corporate image. In order to ensure the smooth implementation of marketing mix strategy, Liangyuan Rural Credit Union should change the marketing concept, establish the modern commercial bank system, innovate the marketing mechanism, strengthen the linkage of business integration, and establish the restriction and incentive mechanism of marketing. Liangyuan Rural Credit Association is located in the hinterland of Central Plains, the regional economic development is relatively backward. This paper studies the credit marketing strategy of rural credit cooperatives in Liangyuan District, Shangqiu City, Henan Province, in order to provide some references for the development of rural credit cooperatives in underdeveloped areas.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F832.4
【引证文献】
相关硕士学位论文 前1条
1 刘海燕;临沂农村信用社信贷业务市场营销研究[D];西北大学;2011年
，本文编号：2452013
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