【摘要】：中國(guó)經(jīng)濟(jì)發(fā)展過程中,城鄉(xiāng)差距逐步被拉大。雖然國(guó)家在大力實(shí)現(xiàn)工業(yè)化、現(xiàn)代化和城市化,而且目前中國(guó)的城市化進(jìn)程也確實(shí)結(jié)果顯著,但是中國(guó)目前還處于典型的二元經(jīng)濟(jì)結(jié)構(gòu)中,主要表現(xiàn)為城市經(jīng)濟(jì)的多元化化、科技化、信息化;農(nóng)村經(jīng)濟(jì)還主要以傳統(tǒng)的手工勞動(dòng)為主要生產(chǎn)方式。在金融領(lǐng)域,城市的金融產(chǎn)品和服務(wù)發(fā)展迅速,種類繁多,競(jìng)爭(zhēng)激烈,為城市的經(jīng)濟(jì)發(fā)展提供了有效的便捷的服務(wù);而農(nóng)村的金融產(chǎn)品和服務(wù)則發(fā)展的相對(duì)緩慢,甚至由于農(nóng)村金融產(chǎn)品和服務(wù)的缺乏,導(dǎo)致農(nóng)村經(jīng)濟(jì)發(fā)展受到了限制。2006年,全國(guó)銀監(jiān)會(huì)出臺(tái)政策,開始建立村鎮(zhèn)銀行試點(diǎn)。隨后幾年,村鎮(zhèn)銀行在全國(guó)范圍內(nèi)迅猛發(fā)展。本文通過資料收集法,綜合比較分析法和SWOT分析法,將分析整理所有的資料并進(jìn)行對(duì)比,然后分析梅河口民生村鎮(zhèn)銀行發(fā)展?fàn)顩r,從中找到它的發(fā)展優(yōu)勢(shì)和機(jī)會(huì),也揭示出它的劣勢(shì)和發(fā)展障礙。對(duì)梅河口鄉(xiāng)鎮(zhèn)網(wǎng)上銀行儲(chǔ)蓄業(yè)務(wù)目標(biāo)客戶進(jìn)行市場(chǎng)細(xì)分,選擇目標(biāo)市場(chǎng),進(jìn)行精準(zhǔn)定位的基礎(chǔ)上,運(yùn)用4Ps理論對(duì)該產(chǎn)品在梅河口鄉(xiāng)鎮(zhèn)市場(chǎng)上營(yíng)銷進(jìn)行分析,最后給出具體的營(yíng)銷策略的實(shí)施方案另外,通過對(duì)梅河口民生村鎮(zhèn)銀行網(wǎng)上銀行發(fā)展現(xiàn)狀的分析,總結(jié)其發(fā)展網(wǎng)上銀行的現(xiàn)有優(yōu)勢(shì)和不足,為其網(wǎng)上銀行儲(chǔ)蓄業(yè)務(wù)的營(yíng)銷策略提供建議。首先,梅河口民生村鎮(zhèn)銀行應(yīng)當(dāng)先進(jìn)性市場(chǎng)細(xì)分,確定目標(biāo)客戶群體。根據(jù)目標(biāo)客戶的需求,創(chuàng)新產(chǎn)品。梅河口民生村鎮(zhèn)銀行可以采用產(chǎn)品組合策略、定價(jià)策略、服務(wù)策略、促銷策略和渠道策略進(jìn)行營(yíng)銷。其次,在進(jìn)行營(yíng)銷策略的選擇時(shí),還要充分考慮網(wǎng)上銀行建設(shè)所需要的技術(shù)成本以及所承擔(dān)的風(fēng)險(xiǎn),要對(duì)網(wǎng)上銀行風(fēng)險(xiǎn)進(jìn)行把控。最后,梅河口民生村鎮(zhèn)銀行還要應(yīng)該重視對(duì)于產(chǎn)品營(yíng)銷員工的激勵(lì),只有銀行不斷的激勵(lì)員工,才能盡可能大的發(fā)揮員工的才能,取得更好的營(yíng)銷業(yè)績(jī)。論文的主要內(nèi)容和結(jié)構(gòu)安排為:第一章緒論提出了研究背景和研究意義及論文的思路和結(jié)構(gòu);第二章對(duì)銀行營(yíng)銷策略相關(guān)理論進(jìn)行梳理總結(jié);第三章關(guān)于銀行在梅河口民生村鎮(zhèn)儲(chǔ)蓄業(yè)務(wù)相關(guān)方面的問題和發(fā)展進(jìn)行了調(diào)查分析;第四章分析梅河口民生村鎮(zhèn)銀行網(wǎng)上銀行儲(chǔ)蓄業(yè)務(wù)開展條件及營(yíng)銷策略設(shè)計(jì);第五章是分析梅河口民生村鎮(zhèn)銀行網(wǎng)上銀行儲(chǔ)蓄業(yè)務(wù)營(yíng)銷保障措施;第六章是結(jié)論。
[Abstract]:In the course of China's economic development, the gap between urban and rural areas has gradually been widened. Although the country is making great efforts to realize industrialization, modernization and urbanization, and the process of urbanization in China has indeed achieved remarkable results, China is still in a typical dual economic structure, mainly manifested in the diversification of urban economy. Science and technology, information; Rural economy is also mainly to the traditional manual labor as the main mode of production. In the field of finance, the city's financial products and services have developed rapidly, with a wide variety of types and fierce competition, which provides an effective and convenient service for the city's economic development. The development of rural financial products and services is relatively slow, and even because of the lack of rural financial products and services, the rural economic development is restricted. The following years, village banks in the country-wide rapid development. Through data collection, comprehensive comparative analysis and SWOT analysis, this paper analyzes and compares all the data, and then analyzes the development of Minsheng Village Bank in Meihekou, and finds out its development advantages and opportunities. It also reveals its disadvantages and obstacles to development. On the basis of market segmentation, selection of target market and precise positioning, this product is analyzed on the basis of 4Ps theory in Meihekou township market. Finally, the implementation scheme of specific marketing strategy is given. In addition, through the analysis of the current situation of the development of online banking in the Minsheng Village Bank of Meihekou, the paper summarizes the existing advantages and disadvantages of the development of the online bank. To provide advice for its online banking savings business marketing strategy. First of all, Meihekou Minsheng Village Bank should be advanced market segmentation, determine the target customer groups. Innovate products according to the needs of target customers. Meihekou Minsheng Village Bank can use product combination strategy, pricing strategy, service strategy, promotion strategy and channel strategy for marketing. Secondly, when choosing the marketing strategy, we should fully consider the technical cost and the risk of the construction of the online bank, and control the risk of the online bank. Finally, the Meihekou Minsheng Village Bank should pay attention to the incentive of the product marketing staff, only the bank constantly encourage the staff, can as much as possible to play the talent of employees, to achieve better marketing performance. The main contents and structure of the thesis are as follows: the first chapter introduces the background and significance of the research, the ideas and structure of the paper, the second chapter summarizes the relevant theories of bank marketing strategy. The third chapter investigates and analyzes the problems and development of the bank's savings business in the Minsheng Village of the Meihekou River, the fourth chapter analyzes the conditions and marketing strategy design of the online bank savings business of the Minsheng Village Bank of the Meihekou River. The fifth chapter is the analysis of the Meihekou Minsheng Village Bank online bank savings business marketing guarantee measures; the sixth chapter is the conclusion.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

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