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非全日制专业硕士学位论文
OH 农商银行信贷业务营销策略研究
学位申请人：余民和
专业领域：市场营销
校内导师：万明教授
答辩日期：2023.5.20
摘要OH 农商银行在W 城市OH 地区，是一家比较有实力也比较有影响的银行，其业务
包括存款、提款、结算、短期贷款、中期贷款、长期贷款、储蓄、同业拆借等。其中，
信贷业务是一种以赢利为导向的银行主营业务。在日益激烈的同业竞争、利率市场化和
网络金融的冲击下，如何优化信贷业务的营销策略成为各家金融机构必须考虑的问题。
因此，银行信贷业务的发展对银行信贷业务营销策略提出了更高的要求。
本文结合OH 农商银行的实际情况，参考以往文献和市场营销理论，对信贷业务营
销策略进行了研究。首先，本文简要介绍了OH 农商银行的概况；其次，本文详尽地分
析了OH 农商银行的信贷管理情况；通过对客户的问卷、员工的问卷以及周边地区的市
场调研，总结出OH 农商银行信贷业务营销中存在的问题。从产品、价格、渠道、促销、
人员、实物展示和服务等七个方面分析了OH 农商银行信贷业务存在的问题。然后，分
析了OH 农商银行的信贷业务的市场营销环境，具体包括：宏观环境分析、行业竞争环
境分析以及OH 农商银行信贷业务的SWOT 分析，为后文的营销策略奠定了坚实的理论
基础。然后，运用STP 分析，将OH 农商银行信贷业务分为对公信贷业务和个人信贷业
务两大类，进而确定OH 农商银行信贷业务的目标客户群。从产品、价格、渠道、促销、
人员、有形展示、服务等七个方面着手，针对OH 农商银行的未来发展，制定切实可行
的营销策略，并给出了顺利实施该策略的保障措施。
关键词：信贷业务；营销策略；OH 农商银行；7Ps；SWOT
I
Abstract
Abstract
OH Rural Commercial Bank is a relatively powerful and influential bank in OH area of
W city.Its business includes deposit,withdrawal,settlement,short-term loans and
medium-term loans,long-term loans,savings,inter-bank lending,etc.Among them,credit
business is a profit -oriented bank's most important business.Under the impact of
increasingly fierce industry competition,interest rate liberalization and network finance,how
to optimize the marketing strategy of credit business has become a problem that each financial
institution must consider.Therefore,the development of bank credit business has put forward
higher requirements for bank credit business marketing strategy.
This article combines the actual situation of OH Rural Commercial Bank,referring to
previous literature and marketing theories,and conducts a research on credit business
marketing strategies.First,this thesis briefly introduces the general situation of OH Rural
Commercial Bank;Secondly,this thesis analyzes the credit management of OH Rural
Commercial Bank in detail.Through questionnaires to customers,staff and market research in
surrounding areas,the problems existing in the credit business marketing of OH Rural
Commercial Bank are summarized.This thesis analyzes the problems existing in the credit
business of OH Rural Commercial Bank from seven aspects:product,price,channel,
promotion,personnel,physical display and service.Then,it analyzes the marketing
environment of OH Rural Commercial Bank's credit business,including macro-environment
analysis,industry competition environment analysis and SWOT analysis of OH Rural
Commercial Bank's credit business,which lays a solid theoretical foundation for the
marketing strategy in the following article.Then,STP analysis is used to divide OH Rural
Commercial Bank's credit business into corporate credit business and individual credit
business,and then determine the target customer group of OH Rural Commercial Bank's
credit business.Starting from seven aspects such as product,price,channel,promotion,
personnel,tangible display and service,this thesis constructs a set of feasible marketing
strategy for the future development of OH Rural Commercial Bank,and provides the
guarantee measures for its smooth implementation.
Key Words:Credit business;Marketing strategy;OH Rural Commercial Bank;7Ps;SWOT
II
目录
第1章绪论...............................................................................................1
1.1研究背景和意义...............................................................................1
1.1.1研究背景.....................................................................................1
1.1.2研究意义.....................................................................................2
1.2国内外研究现状...............................................................................2
1.2.1国外研究现状.............................................................................2
1.2.2国内研究现状.............................................................................4
1.2.3文献述评.....................................................................................7
1.3本文研究内容及方法.......................................................................8
1.3.1研究内容.....................................................................................8
1.3.2研究方法.....................................................................................9
第2章相关概念与理论基础................................................................11
2.1相关概念界定.................................................................................11
2.1.1商业银行信贷业务的概念.......................................................11
2.1.2市场营销的概念.......................................................................11
2.2市场营销相关理论与分析工具....................................................11
2.2.17Ps 理论.....................................................................................11
2.2.2SWOT 分析法...........................................................................12
2.2.3PEST 分析法.............................................................................13
2.2.4STP 营销理论............................................................................14
第3章OH 农商银行信贷业务营销现状分析.....................................15
3.1OH 农商银行概况...........................................................................15
3.1.1OH 农商银行简介.....................................................................15
3.1.2OH 农商银行信贷业务概况.....................................................15
3.2OH 农商银行信贷业务营销策略现状调查...................................16
3.2.1调查对象...................................................................................16
3.2.2问卷设计与结果分析...............................................................16
3.2.3访谈调研分析...........................................................................26
3.3OH 农商银行信贷业务营销策略存在的问题...............................28
3.3.1信贷产品创新力不足...............................................................28
3.3.2差异化定价能力不足...............................................................28
3.3.3信贷营销缺乏新型渠道...........................................................28
3.3.4促销拓展手段缺乏...................................................................28
3.3.5营销人员素质不高...................................................................29
3.3.6服务展示和宣传不够...............................................................29
3.3.7信贷审批流程复杂...................................................................30
第4章OH 农商银行信贷业务营销环境分析.....................................31
4.1宏观环境分析.................................................................................31
4.1.1政治环境分析...........................................................................31
4.1.2经济环境分析...........................................................................31
4.1.3社会环境分析...........................................................................32
4.1.4技术环境分析...........................................................................32
4.2行业竞争环境分析.........................................................................32
4.2.1存款方议价能力.......................................................................32
4.2.2借款方议价能力.......................................................................33
4.2.3潜在竞争者进入能力...............................................................33
4.2.4替代品的替代能力...................................................................33
4.2.5现有竞争者的竞争力...............................................................34
4.3OH 农商银行信贷业务SWOT 分析..........................................35
4.3.1内部优势...................................................................................35
4.3.2内部劣势...................................................................................35
4.3.3外部机会...................................................................................36
4.3.4外部威胁...................................................................................36
4.3.5评价结果分析...........................................................................37
第5章OH 农商银行信贷业务营销优化策略.....................................39
5.1OH 农商银行信贷业务目标市场分析...........................................39
5.1.1市场细分...................................................................................39
5.1.2目标市场选择...........................................................................40
5.1.3市场定位...................................................................................41
5.2基于7Ps 理论的OH 农商银行信贷业务营销策略优化............41
5.2.1完善信贷产品研发创新机制...................................................41
5.2.2引入科学的定价方法...............................................................42
5.2.3采取线上线下相结合营销模式...............................................42
5.2.4利用新媒体创新宣传途径.......................................................43
5.2.5打造专业化的信贷经理团队...................................................44
5.2.6创建舒适服务环境...................................................................45
5.2.7科学合理优化审批流程...........................................................46
第6章OH 农商银行信贷业务营销策略实施的保障措施.................47
6.1企业文化保障支持.........................................................................47
6.1.1建立以客户为中心的企业文化...............................................47
6.1.2强化诚信文化建设...................................................................47
6.2人力资源保障支持.........................................................................47