摘要
随着脱贫攻坚的全面胜利，乡村振兴是目前国家大力实施的发展战略，解决
农村金融问题是推动农村发展的关键。村镇银行是为“三农”发展提供资金帮助
而设立的金融机构，为农村经济持续发展服务，始终扎根在县城，支农支小是村
镇银行的市场定位。HZ县是深度贫困县，HZ富民村镇银行的设立扩大了 HZ县
农户贷款的投放面，一定程度激活了该县的农村资金，对该县乡村振兴战略的实
施和建设小康社会有着重要意义。但 HZ富民村镇银行想在激烈的贷款竞争市场
中稳中求进，还需建立更完善更符合市场需求的现代化营销策略。村镇银行目前
面临着促进各项业务发展、提升贷款服务质量等重要问题。
本文的研究目的是根据 HZ富民村镇银行贷款业务的营销现状，分析 HZ富
民村镇银行在营销贷款业务过程中存在的问题，分析原因，提出可行的营销策略
优化建议。本文先介绍国内外研究现状及评述、研究目的及意义，接着对 HZ富
民村镇银行贷款业务营销环境进行分析，介绍 HZ富民村镇银行发展概况及贷款
业务现状，分别从政治、经济、社会、技术等层面分析当前 HZ县贷款市场的宏
观环境，再结合 STP进行市场细分，通过 SWOT分析、7PS理论明确富民村镇
银行贷款业务营销存在的问题，根据存在的问题逐一提出相应的优化建议。最后
在提出的优化建议基础上，阐述科技保障、人力资源保障、企业文化保障、风险
防控保障等四项贷款业务营销保障措施，完善 HZ富民村镇银行贷款业务营销体
系。
关键词：HZ富民村镇银行、贷款业务、营销策略
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Abstract
With the overall victory in poverty alleviation, rural revitalization is a development strategy
that the country is vigorously implementing, and solving rural financial problems is the key to
promoting rural development. A village bank is a financial institution established to provide
financial assistance for the development of "agriculture, rural areas and farmers" and to serve the
sustainable development of the rural economy. HZ County is a deeply impoverished county. The
establishment of HZ Fumin Village Bank has expanded the scope of loans for farmers in HZ
County, activated the county's rural funds to a certain extent, and is of great significance to the
implementation of the county's rural revitalization strategy and the construction of a moderately
prosperous society. However, if HZ Fumin Rural Bank wants to make steady progress in the fierce
loan competition market, it needs to establish a modern marketing strategy that is more perfect and
more in line with market demand. Rural banks are currently faced with important issues such as
promoting the development of various businesses and improving the quality of loan services.
The purpose of this paper is to analyze the problems existing in the process of HZ Fumin
Rural Bank's marketing loan business, analyze the reasons, and put forward feasible suggestions
for optimizing marketing strategies. This paper first introduces the research status and comments,
research purposes and significance at home and abroad, and then analyzes the marketing
environment of HZ Fumin Rural Bank's loan business, and introduces the development of HZ
Fumin Rural Bank and the current situation of its loan business. This paper analyzes the current
macro environment of the loan market in HZ County, and then combines SWOT analysis and 7PS
theory to clarify the problems existing in the loan business marketing of Fumin Village Banks, and
puts forward corresponding optimization suggestions one by one according to the existing
problems. Finally, on the basis of the optimization suggestions put forward, it expounds four loan
business marketing guarantee measures, including scientific and technological guarantee, human
resources guarantee, corporate culture guarantee, and risk prevention and control guarantee, so as
to improve the loan business marketing system of HZ Fumin Village Bank.
Key words: HZ Fumin village bank, loan business, marketing strategy
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目录
1绪论.............................................................................................................................1
1.1研究背景...........................................................................................................1
1.2研究目的及意义...............................................................................................2
1.2.1研究目的.................................................................................................2
1.2.2研究意义.................................................................................................2
1.3研究内容及研究方法.......................................................................................2
1.3.1研究内容.................................................................................................2
1.3.2研究思路.................................................................................................3
1.3.3研究方法.................................................................................................4
2相关概念和理论概述.................................................................................................4
2.1国内外研究现状及评述...................................................................................4
2.1.1国内研究现状及评述.............................................................................4
2.1.2国外研究现状及评述.............................................................................6
2.1.3综合评述.................................................................................................8
2.2相关概念界定...................................................................................................8
2.2.1村镇银行.................................................................................................8
2.2.2村镇银行贷款业务.................................................................................9
2.3分析方法...........................................................................................................9
2.3.1 PEST分析法 ..........................................................................................9
2.3.2 SWOT分析法 ........................................................................................9
2.4理论基础.........................................................................................................10
2.4.1 7PS理论...............................................................................................10
2.4.2 STP战略...............................................................................................10
3HZ富民村镇银行贷款业务营销环境分析 .............................................................11
3.1 HZ富民村镇银行发展概况及贷款业务经营现状 ......................................11
3.1.1 HZ富民村镇银行简介 ........................................................................11
3.1.2 HZ富民村镇银行贷款业务经营情况 ................................................11
3.2 HZ县贷款市场的宏观环境分析 ..................................................................13
3.2.1政治环境...............................................................................................13
3.2.2经济环境...............................................................................................14
3.2.3社会环境...............................................................................................15
3.2.4技术环境...............................................................................................16
3.3 HZ富民村镇银行贷款业务 SWOT分析.....................................................17
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