摘要
中国正迈入全面建设小康社会的新阶段，“三农”问题作为现代化进程中的
短板，一直未得到圆满的解决。长期以来，中央高度重视“三农”问题，自 2004
年开始，中央 1 号文件连续 14 年聚焦“三农”问题，不止一次强调农村经济要
发展，离不开农村金融的支持；满足农村金融需求，离不开金融产品创新。随着
国家城乡一体化进程的加快，多元化的金融需求逐渐呈现出来，现有的金融产品
已无法满足日益增长的农户及农村企业的需求，致使农村金融市场形成巨大的供
需缺口，给金融机构带来了有利的商机。农业银行牢记中央赋予的政治使命，紧
紧抓住机遇，瞄准“三农”这片蓝海市场，积极服务“三农”，努力执行长期可
持续发展的战略任务

本文运用文献研究法、描述性研究法、经验总结法同时结合问卷调查进行调
研，从分析乐山农村金融市场需求变化情况入手，结合当地农村金融机构服务“三
农”的现状、存在问题以及农业银行实施“三农”蓝海战略的大背景，强调乐山
农行服务“三农”的必要性和抢占农村市场份额的紧迫性，从乐山农行现有“三
农”产品和服务的角度，分析在营销中存在的问题及成因，运用 4P、4C 理论并
结合营销实践，进行“三农”产品营销对策分析；最后，提出乐山农行要在当地
农村金融市场领先同业，提升竞争力，必须做好两个方面的工作：一是在产品营
销上下“功夫”。在产品策略方面，要根据“三农”客户不同的需求特点，一方
面通过全面梳理现有“三农”产品，对现有产品进行整合、功能扩展、科学定价，
简化信贷流程等措施完成适应性改造，另一方面根据农村金融市场需求和当地资
源禀赋加快“三农”产品创新，塑造品牌优势；在渠道建设策略方面，按照“以
物理网点为基础、以电子渠道为重点、以流动服务渠道为延伸、以借助第三渠道
为补充”的思路，多种途径拓展服务渠道，尤其要加强县域电子渠道建设，使渠
道与客户需求有效对接；在产品定价策略方面，需根据客户风险大小、综合回报
率来制定相关利率，对“三农”中高端客户或低风险业务可实行利率优惠政策

在产品促销策略方面，需提高“三农”服务人员素质，通过多种渠道做好广告、
宣传，提升客户对产品的认知度和认同感。二是创新服务模式。农村金融市场存
在差异化，需要我们针对不同的区域特点、特色产业、客户需求，不断创新“三农”信贷产品和服务模式

关键词：农业银行；乐山分行；“三农”产品；营销策略Abstract
At present, China is entering a new stage of building a well-off society in an
all-round way, and issues of agriculture, farmer and rural area, as the short board in
the process of modernization, have not been satisfactorily resolved. For a long time,
the central government attaches great importance to issues of agriculture, farmer and
rural area, since the beginning of 2004, the Central Document No. 1 for 14
consecutive years, focusing on issues of agriculture, farmer and rural area,
emphasized more than once to develop the rural economy, cannot do without the
support of rural finance; meet the demand of rural finance, cannot do without the
innovation of financial products. With the accelerated process of urban-rural
integration, diversified financial demand gradually emerged, the existing financial
products have been unable to meet the growing demand of farmers and rural
enterprises, resulting in the formation of rural financial market, the huge gap between
supply and demand, bring favorable opportunities for financial institutions.
Agricultural Bank of China to keep in mind the political mission entrusted by the
central authorities, seize the opportunity to target the three rural blue ocean market,
and actively serve the three rural, and strive to implement long-term strategic task of
sustainable development.
This article uses the literature research method, the descriptive research method,
the experience summary method, simultaneously unifies the questionnaire survey to
carry on the investigation.Starting from the analysis of Leshan rural financial market
demand changes, combined with the service of rural financial institutions status and
existing problems of Agricultural Bank of China to implement the Agriculture, Rural
Areas and Farmers blue ocean strategy background, emphasizing the necessity and
urgency of the Agricultural Bank of China Leshan branch service Agriculture, Rural
Areas and Farmers to seize the rural market share.From the point of view of the
existing Agriculture, Rural Areas and Farmers products and services of theAgricultural Bank of China Leshan branch, this paper analyzes the existing problems
and causes in marketing, and uses 4P, 4C theory and marketing practice to analyze the
marketing strategy of Agriculture, Rural Areas and Farmers products.Finally, it is
pointed out that the Agricultural Bank of China Leshan branch must do two aspects of
work in order to promote the competitiveness of the local rural financial market.First,
must work hard on product marketing,In product strategy, according to the demand
characteristics of rural customers, through a comprehensive combing the existing
Agriculture, Rural Areas and Farmers products, integration of existing products,
functional expansion, scientific pricing, simplify the flow of credit measures such as
complete adaptation, on the other hand, according to the rural financial market
demand and local resources to accelerate agriculture product innovation, brand
advantage.In the channel construction strategy, in accordance with the based on
physical outlets, electronic channels as the key to the flow of service channels for the
extension, with third channels to supplement the idea of a variety of ways to expand
the service channel, especially to strengthen the construction of electronic channels,
the channels and customer demand effective docking.In terms of product pricing
strategy, it is necessary to formulate relevant interest rates according to the customer
risk size and comprehensive rate of return.In product promotion strategy, we need to
improve the quality of Agriculture, Rural Areas and Farmers service personnel,
through a variety of channels to do advertising, publicity, enhance customer
awareness and identification of products.Second, innovative service model.There are
differences in rural financial market, we need to aim at different regional
characteristics, characteristic industries, customer needs, and constantly innovate the
Agriculture, RuralAreas and Farmers credit products and service model.
Keywords: the Agricultural Bank of China; the Agricultural Bank of China
Leshan branch; financial products of “Agriculture, Rural Areas and Farmers ” ;
marketing strategies目 录
第一章 绪 论... 1
1.1 研究的目的和意义..... 1
1.1.1 研究目的.........1
1.1.2 研究意义.........1
1.2 国内外文献综述......... 2
1.2.1 国外文献综述.2
1.2.2 国内文献综述.3
1.2.3 小结..... 5
1.3 研究思路和方法......... 5
1.3.1 研究思路.........5
1.3.2 研究方法.........5
1.4 研究的技术路线......... 6
第二章 市场营销理论.. 7
2.1 市场营销 4P 理论.......7
2.2 市场营销 4C 理论.......7
第三章 乐山农村金融市场需求变化分析......9
3.1 乐山市农村金融需求现状分析.........9
3.1.1 乐山市概况.....9
3.1.2 第一产业对 GDP 的贡献存在巨大提升空间.........10
3.1.3 政府对农业的高度重视.......11
3.1.4 农民可支配收入提高.........
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