【作者】 王喆；

【导师】 卢艳秋；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 作为一个发展中的农业大国,“三农”问题一直牵绊着中国新时代特色社会主义建设事业,是推动我国社会、经济发展的核心问题之一。为了实现乡村振兴事业,带动我国农村经济生活水平不断拔高,必须为涉农农户、涉农企业提供充足的资金。因此,近年来农村普惠金融业务的开展得到社会各界的广泛关注,更成为商业银行等金融机构的重要金融业务。以兴业银行宁波分行为例,该行就顺应国家普惠金融政策的“东风”,深化对宁波“三农”市场的深入分析,针对涉农客户的资金需求,推出了以“共富e贷”为核心的系列农村普惠金融产品,在一定程度上彰显了兴业银行的社会责任。但结合实际情况来看,该分行在农村普惠金融业务的发展、营销策略的制定上存在着显著的问题,也对该行业务范围的拓展、服务程度的加深带来一定阻碍。本文在研究中将理论研究与实践研究结合在一起,通过文献分析法、个案分析法、访谈分析法等多种研究方法,以农村普惠金融、STP理论、7PS营销策略等理论作为基础,采取PEST分析法作为分析工具,对兴业银行宁波分行农村普惠金融业务发展的现状、营销存在的问题及原因展开了深入分析。通过本文的研究分析可以发现,该分行目前存在着产品同质化现象严重、定价缺乏针对性与差异性、渠道策略与促销策略较为单一、人员配备不足、服务流程有待改善、有形展示缺乏生动性等多个方面的问题,这些问题的存在与分行的经营管理意识、人力资源管理机制、技术应用等有着直接的联系。为了改善这些问题,本文基于7Ps营销策略,提出兴业银行宁波分行应加强对目标市场的细分,从产品、价格、渠道、促销、人员、服务、有形展示等多个策略入手,并提供组织架构、风险管理、技术应用等多个方面的保障,实现农村普惠金融业务的稳步发展,提高自身在宁波市场的影响力。更多还原

【Abstract】 As a developing agricultural country,the issues of agriculture,rural areas,and farmers have always been linked to the construction of socialism with Chinese characteristics in the new era,and are one of the core issues promoting China’s social and economic development.In order to achieve rural revitalization and drive the continuous improvement of rural economic and living standards in China,it is necessary to provide sufficient funds for agricultural farmers and enterprises.Therefore,in recent years,the development of inclusive financial services in rural areas has received widespread attention from all sectors of society,and has become an important financial business for commercial banks and other financial institutions.Taking the Ningbo Branch of Industrial Bank as an example,the bank has followed the trend of the national inclusive finance policy,deepened its analysis of the "three rural" market in Ningbo,and launched a series of rural inclusive finance products with "co prosperity e-loans" as the core to meet the funding needs of agricultural customers,which to some extent demonstrates the social responsibility of Industrial Bank.However,based on the actual situation,there are significant problems in the development of rural inclusive finance business and the formulation of marketing strategies,which also pose certain obstacles to the expansion of the bank’s business scope and deepening of service level.This article combines theoretical research with practical research,using various research methods such as literature analysis,case analysis,and interview analysis.Based on theories such as rural inclusive finance,STP theory,and 7PS marketing strategy,PEST analysis,and other analytical tools are used to conduct an in-depth analysis of the current situation,marketing problems,and reasons for the development of rural inclusive finance business at Industrial Bank Ningbo Branch.Through the research and analysis in this article,it can be found that the branch currently faces multiple problems,including severe product homogenization,lack of targeted and differentiated pricing,single channel and promotion strategies,personnel allocation issues,service processes that need improvement,and lack of vivid tangible displays.These problems are directly related to the branch’s business management awareness,human resource management mechanisms,and technological applications.In order to improve these issues,based on the 7Ps marketing strategy,this article proposes that Industrial Bank Ningbo Branch should strengthen the segmentation of the target market,starting from multiple strategies such as products,prices,channels,promotions,personnel,services,and tangible displays,and provide guarantees in organizational structure,risk management,technology application,and other aspects to achieve steady development of rural inclusive finance business and enhance its influence in the Ningbo market.更多还原