【作者】 刘伟；

【导师】 王兴元；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2024， 硕士

【摘要】 党的十九大提出了实施乡村振兴战略,这项战略成为新时代“三农”工作的新旗帜和总抓手,对我国社会主义现代化建设具有重大历史意义。邮储银行承担着支持乡村振兴的政治责任和历史性发展机遇。这要求全行提升政治觉悟,推动“三农”重点工作,提升三农金融服务水平。随着乡村振兴战略的持续推进,国有银行、商业银行、地方农村信用社及互联网金融机构等都已意识到三农贷款业务对自身未来发展的重要性,县域三农贷款业务自然而然地成为金融机构竞争的焦点。本文选取邮储银行JY支行的三农贷款业务为研究对象,深入探讨了邮储银行在县域支行层面的三农贷款营销策略。第一,通过查阅文献资料,阐述当前我国经济发展所处的形势以及三农问题的重要性,并对商业银行三农贷款业务现状进行介绍,然后再对相关概念及营销理论进行深入学习;第二,借助PEST、五力模型以及SWOT分析法对邮储银行JY支行三农贷款目前所处的内外部环境及优劣势等进行分析,并结合访谈调查法总结邮储银行JY支行三农贷款营销目前的现状、存在的问题及成因;第三,运用STP理论对邮储银行JY支行三农贷款业务进行市场细分,选择合适的目标市场,并根据自身优势做好市场定位;第四,运用7PS营销组合理论,提出营销策略改进建议;最后,为保障营销策略的顺利实施,从制度、文化等方面提出保障措施。本文以邮储银行JY支行作为研究对象,以基层支行三农贷款营销策略为研究内容,研究角度具有创新性。对JY支行三农贷款营销策略进行了科学及全面的改进,将理论与实际相结合,构建了一套具有较强的可操作性与可推广性的三农贷款营销策略,为今后的基层三农贷款营销策略研究提供了新的角度。更多还原

【Abstract】 The 19th CPC National Congress put forward the implementation of the strategy of rural revitalization,which has become a new banner and general grasp of the work of the "three rural areas" in the new era and is of great historical significance to the construction of China’s socialist modernization.Postal Savings Bank of China bears the political responsibility and historic development opportunity of supporting rural revitalization.This requires the bank to raise its political awareness,promote the key work of the "three rural areas" and improve the level of financial services for the three rural areas.With the continuous promotion of rural revitalization strategy,state-owned banks,commercial banks,local rural credit unions and Internet financial institutions have realized the importance of the three rural loan business for their future development,and the county’s three rural loan business have naturally become the focus of competition among financial institutions.This paper selects the three-agriculture loan business of the PSBC JY branch as the research object,and discusses in depth the three-agriculture loan marketing strategy of the PSBC at the level of the county branch.First,by reviewing the literature,explaining the current situation of China’s economic development and the importance of the three rural issues,and the current situation of the three rural loan business of commercial banks is introduced,and then the relevant concepts and marketing theories for in-depth study;second,with the help of the PEST,the five forces model,and the SWOT analysis of the three rural loans of the PSBC JY branch in the internal and external environments and advantages and disadvantages,and so on.Secondly,with the help of PEST,five models and SWOT analysis,we analyze the internal and external environment,strengths and weaknesses of the three rural loans of the PSBC JY sub-branch,and summarize the current situation,problems and causes of the marketing of the three rural loans of the PSBC JY sub-branch with the help of the interview and investigation method.smooth implementation of marketing strategy,from the system,culture and other aspects of the proposed safeguard measures.This paper takes the PSBC JY sub-branch as the research object and takes the marketing strategy of three-peasant loans of grass-roots sub-branches as the research content,and the research angle is innovative.The JY sub-branch three rural loan marketing strategy has been scientifically and comprehensively optimized,combining theory and practice,constructing a set of three rural loan marketing strategies with strong operability and popularity,and providing a new perspective for future research on the marketing strategy of grassroots three rural loans.更多还原