發(fā)布時間：2018-01-09 05:00

  本文關(guān)鍵詞：安徽舒城農(nóng)商行“易貸卡”營銷策略分析　出處：《安徽財經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 小額信貸 易貸卡 金融營銷 4Ps理論

【摘要】：商業(yè)銀行信貸業(yè)務(wù)發(fā)展至今,一直以來都是銀行利潤最主要的來源,為銀行業(yè)的發(fā)展發(fā)揮了不小的作用。但傳統(tǒng)貸款業(yè)務(wù)具有額度大、審核程序多、風(fēng)險大等特點,并不能滿足大部分客戶的需求,尤其是廣大農(nóng)村地區(qū),貸款難的問題一直存在。小額貸款業(yè)務(wù)恰好緩解了這類問題,本文也是從小額貸款產(chǎn)品出發(fā),研究小額信貸目前存在的問題,以及解決方案,以期能夠更好的解決農(nóng)村地區(qū)貸款難問題。隨著銀行業(yè)的不斷發(fā)展,金融產(chǎn)品的不斷創(chuàng)新,商業(yè)銀行之間的競爭也就愈發(fā)激烈,為了能在各大銀行的競爭中脫穎而出,金融產(chǎn)品的營銷就顯得尤為重要。要迎接這種挑戰(zhàn),商業(yè)銀行必須結(jié)合自身優(yōu)勢,在金融產(chǎn)品創(chuàng)新的基礎(chǔ)上,革新金融產(chǎn)品的營銷策略,制定相應(yīng)的營銷策略,積累優(yōu)質(zhì)客戶,從而獲取利潤。對于小額信貸產(chǎn)品而言,也不例外�！耙踪J卡”作為舒城農(nóng)商行主推的信貸產(chǎn)品,相對于傳統(tǒng)信貸業(yè)務(wù),具有小額循環(huán)貸款、易貸、靈活、自助辦理等特點,但目前的營銷現(xiàn)狀不容樂觀,因此如何制定營銷策略來帶動“易貸卡”的發(fā)展也應(yīng)該成為安徽舒城農(nóng)商行關(guān)注的焦點。本文主要從安徽舒城農(nóng)商行如何以“易貸卡”為發(fā)展機(jī)遇,進(jìn)行產(chǎn)品營銷,先介紹了本文的研究背景以及研究意義,然后對國內(nèi)外文獻(xiàn)進(jìn)行了梳理,近而提出研究方法以及研究思路,并提出了本文的創(chuàng)新點和不足之處;接著從理論出發(fā),介紹了市場營銷環(huán)境理論、4Ps理論以及STP理論;在相關(guān)理論的基礎(chǔ)上對安徽舒城農(nóng)商行“易貸卡”進(jìn)行了相關(guān)介紹,通過市場營銷環(huán)境理論對其進(jìn)行營銷環(huán)境分析;然后通過實地調(diào)研法對安徽舒城農(nóng)商行“易貸卡”營銷現(xiàn)狀進(jìn)行調(diào)查,取得相關(guān)信息及數(shù)據(jù)后,對“易貸卡”的現(xiàn)行營銷策略進(jìn)行了描述,并提出“易貸卡”現(xiàn)行營銷策略所存在的產(chǎn)品缺乏創(chuàng)新、價格優(yōu)勢不明顯、促銷以及分銷渠道利用不合理、員工知識水平參差不齊、產(chǎn)品服務(wù)欠缺以及風(fēng)險控制不足等問題;根據(jù)安徽舒城農(nóng)商行“易貸卡”的營銷現(xiàn)狀以及營銷策略所存在的問題,結(jié)合4Ps理論,對“易貸卡”提出產(chǎn)品、定價、渠道、促銷四個方面的營銷策略優(yōu)化建議,主要包括加強(qiáng)品牌建設(shè)以及產(chǎn)品創(chuàng)新、擴(kuò)大授信人群、制定新產(chǎn)品以及差別價格策略、加強(qiáng)電子銀行渠道建設(shè)、制定關(guān)系促銷策略等等,并根據(jù)STP理論提出了市場細(xì)分策略優(yōu)化建議,最終得出相關(guān)研究結(jié)論。
[Abstract]:The development of commercial bank credit business has been the most important source of bank profits, which has played a significant role in the development of the banking industry. The characteristics of high risk, can not meet the needs of most customers, especially in the vast rural areas, the problem of difficult loans has always existed. Microfinance business just alleviates this kind of problems. This article is also from the micro-credit products, study the existing problems of micro-credit, as well as solutions, in order to better solve the problem of loans in rural areas. With the continuous development of the banking industry. With the continuous innovation of financial products, the competition between commercial banks is becoming more and more fierce. In order to be able to stand out in the competition of major banks, the marketing of financial products is particularly important. Commercial banks must combine their own advantages, on the basis of innovation of financial products, innovate the marketing strategies of financial products, formulate corresponding marketing strategies, and accumulate high-quality customers. In order to obtain profits. For microfinance products, there is no exception. As the main credit products of Shicheng Agricultural Bank, "Yi Lending Card", compared with the traditional credit business, has small circulation loans, easy loans, flexible. Self-service management and other characteristics, but the current marketing situation is not optimistic. Therefore, how to formulate marketing strategies to promote the development of "easy credit card" should also become the focus of attention of Anhui Shucheng Rural Commercial Bank. For product marketing, this paper introduces the research background and significance, then combs the domestic and foreign literature, puts forward the research methods and research ideas, and puts forward the innovative points and shortcomings of this paper. Then from the theoretical point of view, the marketing environment theory and STP theory are introduced. On the basis of relevant theories, this paper introduces the "easy loan card" of Anhui Shucheng Agricultural and Commercial Bank, and analyzes its marketing environment through the marketing environment theory. Then through the field investigation of Anhui Shicheng Agricultural and Commercial Bank "easy credit card" marketing situation investigation, access to relevant information and data, the "easy credit card" of the current marketing strategy is described. It also points out that the current marketing strategy of "easy credit card" lacks innovation, price advantage is not obvious, sales promotion and distribution channels are not reasonable, and employees' knowledge level is not uniform. Lack of products and services and insufficient risk control; According to the marketing situation and the problems of the marketing strategy of Anhui Shucheng Agricultural and Commercial Bank, combining with the 4Ps theory, this paper puts forward the products, pricing and channels for the "easy credit card". Four aspects of marketing strategy optimization suggestions, including strengthening brand building and product innovation, expanding the credit population, formulating new products and differential pricing strategies, strengthening the construction of electronic banking channels. The relationship promotion strategy and so on are formulated, and according to the STP theory, the optimization suggestions of market segmentation strategy are put forward, and finally the relevant research conclusions are drawn.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.35

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 ;安徽舒城:張母橋鎮(zhèn)稻殼發(fā)電增效除污[J];中國商辦工業(yè);2003年01期

2 ;安徽舒城童車協(xié)會組團(tuán)考察廣東童車產(chǎn)業(yè)[J];玩具世界;2013年08期

3 趙偉;浙皖兩個貧困縣的比較[J];安徽決策咨詢;2000年04期

4 魏平壽;;安徽舒城——春潮勁涌城關(guān)鎮(zhèn)[J];江淮法治;2009年09期

5 袁先安;;2005年安徽舒城春茶增收[J];茶葉經(jīng)濟(jì)信息;2005年07期

6 汪德尚;葛自兵;姚自鳴;;安徽舒城雙豐生態(tài)農(nóng)業(yè)科技示范園區(qū)創(chuàng)新發(fā)展運行模式探析[J];安徽農(nóng)業(yè)科學(xué);2009年32期

7 賈曉紅;;“三平方米養(yǎng)一頭豬”的致富故事[J];時事報告;2011年10期

8 ;肖斌信箱[J];鄉(xiāng)鎮(zhèn)論壇;1996年07期

9 ;安徽舒城:承接產(chǎn)業(yè),招商引資[J];浙江經(jīng)濟(jì);2010年20期

10 曾億東;;舒城縣萬佛湖鎮(zhèn)農(nóng)機(jī)化發(fā)展現(xiàn)狀及對策[J];現(xiàn)代農(nóng)業(yè)科技;2011年18期

相關(guān)重要報紙文章 前7條

1 許世昕　張慧新 胡海燕;安徽舒城縣政協(xié)助推城鄉(xiāng)公交一體化[N];人民政協(xié)報;2012年

2 顧誠邋陳丙會;安徽舒城局發(fā)展郵信通辦法多[N];中國郵政報;2008年

3 本報記者 朱衛(wèi)國　通訊員 程斌;安徽舒城創(chuàng)建綠色經(jīng)濟(jì)開發(fā)區(qū)[N];中國貿(mào)易報;2009年

4 本報記者 張輝　通訊員 陳勝;安徽舒城：轉(zhuǎn)型發(fā)展正揚帆[N];新農(nóng)村商報;2012年

5 柳文;“敬老”“愛幼”都不可少[N];安徽日報;2013年

6 本報記者 鮑一飛;小年夜，市長與民工舉杯同賀[N];杭州日報;2005年

7 汪凌鴻 朱良倉;安徽舒城：庭前預(yù)辯指控犯罪更有力[N];檢察日報;2006年

相關(guān)碩士學(xué)位論文 前1條

1 汪鵬程;安徽舒城農(nóng)商行“易貸卡”營銷策略分析[D];安徽財經(jīng)大學(xué);2017年

，

本文編號：1400049