本文在市场营销理论的基础上，运用层次分析法分析和评价了 SDNC 商业银行信
贷市场的内外部环境，运用 STP 理论进行市场细分和市场定位，运用 4Ps 营销策略
进行信贷业务营销，制定营销保障措施。外部评价显示山东省良好的经济形势和农民
对贷款的需求有利于信贷业务的发展，但是 SDNC 商业银行信贷业务定位不清和缺
乏营销策略等制约了信贷业务发展。因此，本文对根据 STP 理论对 SDNC 商业银行
信贷业务进行市场细分和市场定位，根据 4Ps 理论制定信贷业务营销策略、信贷业务
定价策略、渠道策略和信贷营销促销策略。最后在信贷业务营销策略设计的基础上，
从信贷营销过程中的组织架构再造、信贷业务创新管理体系、客户关系管理和信贷营
销的风险控制四个方面出发提出完善 SDNC 商业银行信贷业务营销的保障性措施
本文对 SDNC 商业银行信贷业务营销环境进行全面评估，为 SDNC 商业银行信
贷业务制定了可行的营销策略，对于增强 SDNC 商业银行信贷业务营销观念、扩大
市场份额、提升核心竞争力、促进可持续发展等提供指导。本文所提出的 SDNC 商
业银行信贷业务营销具体建议，丰富了我国农村小额信贷发展的理论与实践研究
关键词: 农村商业银行；信贷业务；层析分析法；营销策略山东理工大学硕士学位论文 ABSTRACT
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ABSTRACT
With the rapid development of economy, the level of farmers&39; income has
improved significantly, and the demand for credit has improved significantly. SDNC
commercial banks in recent years to achieve leapfrog development, in 2015 the
income of 100 billion 700 million, operating profit of 35 billion 200 million, the rural
credit market share accounted for 40.68% of the province&39;s banking financial
institutions. At the same time, the rapid development of SDNC commercial bank also
exposed some problems, such as credit business strategic positioning is not clear, lack
of product innovation, the lack of complete credit business marketing mechanism and
marketing professional level and lack of control of SDNC commercial bank credit
business development. At the same time, the major commercial banks have to enter
the rural credit market, resulting in the credit market of SDNC commercial banks to
further narrow. SDNC commercial banks have to change the traditional marketing
ideas, establish a modern credit business marketing strategy.
Based on modern marketing theory, using the analytic hierarchy process analysis
and evaluation of the SDNC commercial bank credit market environment, using the
STP theory of market segmentation and market positioning, the use of 4Ps marketing
strategy for credit business marketing, and marketing security measures. The external
evaluation shows good economic situation in Shandong province and farmers&39;demand
for loans is conducive to the development of credit business, but SDNC commercial
bank credit business is unclear and lack of marketing strategy restricts the
development of credit business. Therefore, this paper based on the STP theory of
market segmentation and market positioning of SDNC commercial bank credit
business, according to the development of product marketing strategy, 4Ps theory of
credit credit product pricing strategy, channel strategy and promotion strategy of
credit marketing. Finally, based on the credit business marketing strategy design,
marketing process reengineering, from the credit organization credit product
innovation management system, customer relationship management and marketing
credit risk control four aspects put forward to perfect the SDNC commercial bank
credit business marketing safeguard measures.
This paper makes a comprehensive assessment of SDNC commercial bank credit
business marketing environment, make a feasible marketing strategy for SDNC山东理工大学硕士学位论文 ABSTRACT
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commercial bank credit business, to provide guidance to enhance the SDNC
commercial bank credit business marketing, expand market share, enhance core
competitiveness and promote sustainable development. In this paper, the specific
recommendations of the SDNC commercial bank credit business marketing, enrich
the theory and practice of the development of rural microfinance in china.
Keywords: Rural Commercial Bank; Credit Business; AHP ; Marketing Strategy山东理工大学硕士学位论文 目录
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目 录
摘要 I
ABSTRACT......II
目 录......IV
第一章 绪 论....1
1.1 研究背景..........1
1.2 研究目的及意义.......
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