中文摘要
2020年，国家及各级地方政府加大对奶业的扶持力度，创造了较好的政策环境；
随着居民膳食结构的改善，乳制品行业仍有较大发展空间，国内市场的不断成熟也加
快了乳业的“国际化”进程。内蒙政府要求各家金融机构要全力支持自治区奶业振兴
战略，开发新产品、设计新模式，为奶业提供全产业链、全周期的综合金融服务。
乳业通宝是中国银行内蒙古分行普惠金融事业部推出的一款针对小微企业的授
信产品，该产品设计初衷是为支持大型乳业集团上游原奶供应商健康、持续发展，进
一步巩固银行与大型乳业集团的业务合作基础和扩大业务范围。该产品正是符合当下
积极支持奶业振新战略要求的一款产品。
所以本文以中国银行内蒙古分行乳业通宝产品营销策略为研究对象，首先介绍了
研究乳业通宝产品营销策略的背景和意义，阐明了研究的内容、方法和思路。然后运
用PEST分析法、波特“五力”分析法、SWOT分析法分别对中国银行内蒙古分行乳业
通宝产品营销环境进行分析。通过向客户发放调查问卷的方式，了解客户对乳业通宝
产品的意见和建议，以及其真正的需求。运用4P营销理论从产品、价格、渠道、促
销等4个维度分析乳业通宝产品的营销现状，总结营销过程中存在的问题。最后针对
营销过程中的诸多不足，分析并制定了切实可行的中国银行内蒙古分行乳业通宝产品
营销策略，主要从产品优化升级、完善定价管理机制、加快县域网点布局速度、创新
营销宣传方式等方面给出合理的建议。同时从组织制度、人力资源、科技金融、风险
管理等4个方面提出了保障措施。
虽然笔者的个人能力和工作经验相对有限，提出的营销策略设计方案有待近一步
考证，但还是希望能够促进中国银行内蒙古分行小微企业信贷业务健康发展，并为其
他同业业务发展提供可借鉴的参考。
关键词：中国银行；乳业通宝产品；信贷业务；营销策略

ABSTRACT
In 2020, the state and local governments at all levels increased support
for the dairy industry, creating a better policy environment; With the
improvement of dietary structure of residents, dairy industry still has a large
space for development, and the continuous maturation of the domestic market
has accelerated the process of "internationalization" of dairy industry. The
government of Inner Mongolia requires financial institutions to fully support
the revitalization strategy of the autonomous region's dairy industry, develop
new products, design new models, and provide comprehensive financial
services for the whole industry chain and the whole cycle.
Dairy Tongbao is a credit product for small and micro enterprises
launched by inclusive Finance Division of Bank of China Inner Mongolia
Branch. The original intention of this product is to support the healthy and
sustainable development of upstream raw milk suppliers of large dairy groups,
further consolidate the business cooperation foundation and expand the
business scope between banks and large dairy groups. The product is in line
with the current active support of the dairy industry to stimulate the new
strategy requirements of a product.
Therefore, this paper takes the product marketing strategy of Dairy
Tongbao, Inner Mongolia Branch of Bank of China as the research object.
First, it introduces the background and significance of the research on credit

product marketing strategy of small and micro enterprises, and clarifies the
research content, methods and ideas. Then PEST analysis and SWOT analysis
are used to analyze the product marketing environment of Bank of China
Inner Mongolia Branch dairy Tongbao. To understand customers' real demand
for credit products by issuing questionnaires to customers. Using 4P
marketing theory, this paper analyzes the marketing status of Dairy Tongbao
products from four aspects of product, price, channel and promotion, and
summarizes the existing problems in the marketing process. Finally, in view
of the deficiencies in the marketing process, the feasible marketing strategy of
Dairy Tongbao products of Inner Mongolia Branch of Bank of China is
analyzed and formulated. Reasonable suggestions are given mainly from the
aspects of product optimization and upgrading, improving pricing
management mechanism, speeding up the layout of county branches and
innovating marketing promotion methods. At the same time, it puts forward
safeguard measures from four aspects: system construction, human resources,
science and technology finance and risk management.
Although the author's personal ability and work experience are relatively
limited, the marketing strategy design scheme proposed by the author needs
further verification, but I still hope to promote the healthy development of the
credit business of small and micro enterprises in Inner Mongolia Branch of
Bank of China, and achieve.To provide reference for other business
development in the same industry.
。。。以下略