【作者】 高杰；

【导师】 王兴元；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2023， 硕士

【摘要】 F银行成立于1994年,是一家由国家出资设立,支持农业农村健康发展、以服务“三农”需求为主要职能的农业政策性银行。随着F银行改革不断深入,基层行成为F银行的经营活动最重要的一环,F银行发挥农业政策性金融功能的传导基础在基层行,所以立足基层行自身特点提升信贷业务发展,成为F银行推进现代化建设和高质量发展的关键。本文以F银行Q支行为例,在营销相关理论和参考文献的基础上,结合F银行Q支行内部实际情况,使用了文献研究法、比较研究法和调查研究法,对F银行基层行信贷业务进行了研究。首先通过对F银行Q支行目前所处的宏观和微观环境进行分析,运用SWOT分析法对F行Q支行的优势、劣势、机遇和面临的挑战进行分析。F银行Q支行面临“政策性金融迎来良好发展机遇、金融需求预期增长”的外部良好环境,内部具有“改革发展取得成效、贷款利率具有吸引力、资金成本降低”的优势。但也存在“金融风险防控压力较大、同业竞争日趋激烈”的外部威胁,内部“基础管理存在薄弱环节、信贷资产安全压力增大、信息科技落后于同业银行”的劣势。利用STP分析法,选择了 F银行Q支行的主要目标市场为国家粮食安全市场、农业现代化市场、农业农村建设市场、生态文明建设市场,并从产品服务和企业形象两个维度对F银行Q支行定位。随后,运用6P营销理论,分别从产品、价格、渠道、推广、公共关系、政治权力等六个角度,提出F行Q分行信贷业务营销组合策略,为其信贷业务发展提出可行性建议。最后,为保证营销组合策略能顺利执行,从提高财务支持、优化组织结构和信贷管理政策、完善信息科技系统的支持和加强企业文化建设等方面提出了针对性的保障措施。主要有两个创新点。第一,以农业政策性银行的基层行为研究主体。对于农业政策性银行信贷业务营销的研究绝大部分以管理行为研究对象,但是从事信贷业务活动的经营主体在基层行,所以以基层行为研究主体,以F银行Q支行为例,依据营销相关理论,分析基层行信贷业务营销环境和问题,得出适合农业政策性银行基层行信贷业务的营销策略。第二,采用了适合政策性银行的6P研究框架进行分析。因为F银行是农业政策性银行,以落实国家意志为办行方向,需要遵循国家政策,与政府积极配合,侧重公共关系的维护,所以采用了适合政策性银行的6P营销组合理论进行分析。更多还原

【Abstract】 F Bank,founded in 1994,is an agricultural policy bank funded by the state,which supports the development of agriculture and rural areas healthily and mainly serves the needs of "agriculture,rural areas and farmers".With the continuous reform of F Bank,the grassroots bank has become the most important link in the business activities of F Bank.The conduction basis for F bank to play the function of agricultural policy-based finance is the grassroots bank.Therefore,the promotion of credit business development based on the characteristics of the grassroots bank has become the key for F Bank to promote the modernized construction and high-quality development.Taking F Bank Q Branch as an example,based on relevant marketing theories and references,combined with the actual situation of F Bank Q branch,this paper uses literature research,comparative research and investigation survey to study the credit business of F bank grassroots bank.Firstly,this paper analyzes the current macro and micro environment of F Bank Q branch,and uses SWOT analysis to analyze the advantages,disadvantages,opportunities and challenges faced by F Bank Q branch.F Bank Q branch faces a good external environment of "good development opportunities for policy finance and expected growth of financial demand",and internal advantages of "successful reform and development,attractive loan interest rate and reduced capital cost".However,there are also external threats such as"greater pressure on financial risk prevention,control and increasingly fierce competition among banks",and internal disadvantages such as "weak links in basic management,increasing pressure on the security of credit assets,and lagging behind other banks in information technology".Using STP analysis method,the main target markets of F Bank Q branch are selected as national grain security market,agricultural modernization market,agricultural and rural construction market,and ecological conservation market,with F Bank Q branch positioned from two dimensions of product service and corporate image,Then using the 6P marketing theory,this paper puts forward the credit business marketing mix strategy of F Bank Q Branch from six perspectives,such as product,price,channel,promotion,public relations and political power,with feasible suggestions for the development of its credit business.Finally,to ensure the smooth.implementation of the marketing mix strategy,this paper puts forward the safeguard measures from four aspects:improving the financial support,optimizing the organizational structure and credit management policies,improving the support of information technology system and strengthening the construction of enterprise culture.There are two main innovations.Firstly,taking the agricultural policy grassroots bank as research subject.Most of the research on credit business marketing of agricultural policy banks is based on management bank,but the operating subject engaged in credit business activities is the grassroots bank.Therefore,taking the grassroots as research subject with the F Bank Q branch as an example,this paper analyzes the marketing environment and problems of the grassroots bank’s credit business based on relevant marketing theories,to conclude suitable marketing strategy of credit business for agricultural policy grassroots bank.Secondly,using the 6P marketing strategy.F Bank as an agricultural policy bank,aiming to implement the will of the state and follow national policies,cooperating with the government and focusing on the maintenance of public relations.Therefore,this paper uses 6P marketing mix theory suitable for policy banks.更多还原