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摘要
农信社作为立足县域，服务县域的农村金融机构，大力投放小额贷款业务，逐渐成
为当前的主要业务转型方向，随着国家普惠金融战略的深入实施，各金融机构将信贷投
放向县域转移，面对着竞争日益激烈的小额贷款投放市场，农信社如何快速、稳定推进
小额贷款投放业务，成为当前的研究重点。
本文以 A县农信社为研究对象，首先，结合 4P营销理论、双因素理论、STP理论
设计调查问卷，对 A县农户与农信社信贷客户经理发放调查问卷，详细了解农户贷款需
求与 A农信社小额贷款业务营销现状。其次，采用文献分析法、案例分析法了解 A县
各金融机构小额贷款产品特点与营销措施，采用对比分析法了解 A县农信社在 A县个
人小额贷款业务中的各项优势与劣势，并重点从产品因素、价格因素、渠道因素、促销
因素四个维度，分析农信社小额贷款业务营销现状和存在的问题。最后，结合农信社营
销工作存在的问题给出了优化建议。
研究发现，A农信社小额贷款业务营销工作目前存在的问题分别为，信贷产品方面
存在信用贷款额度评定缺乏大数据支撑、抵押物形式单一、信贷产品研发更新慢等问题，
利率定价方面存在信贷利率高于其他金融机构、信贷利率缺乏向优质客户倾斜、信贷利
率缺乏与贷款额度关联等问题，渠道建设方面存在信贷客户经理少、投放积极性不足、
缺乏线上办理渠道、审批时限过长等问题，促销方面存在宣传主观主动性不足、缺乏互
联网宣传技能、缺乏系统性宣传等问题。针对营销工作存在的问题，本文依照 4P营销
理论、双因素理论提出了优化营销工作的几个建议，分别为推进信贷产品多元化、建立
阶梯式利率定价机制、加强营销渠道支撑作用、构建全方位宣传体系等对策建议，并提
出要做好财务、科技、人才三方面的保障。
本文的研究结果，有助于迅速提高 A农信社小额贷款业务营销水平，有效提升农信
社小额贷款业务市场占比，提升 A农信社小额贷款业务利润贡献度，同时为其他同类的
县域农信社和农商银行小额贷款业务营销工作提供可借鉴的思路。
关键词：农信社；小额贷款；4P理论；营销问题研究
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ABSTRACT
As a rural financial institution based on the county and serving the county, rural credit cooperatives
make great efforts to invest in microfinance business, which has gradually become the main business
transformation direction. With the in-depth implementation of the national inclusive finance strategy,
financial institutions transfer credit to the county. Facing the increasingly competitive microfinance market,
how can rural credit cooperatives quickly It has become the focus of the current work to steadily promote
the business of small loans.
This paper takes A county rural credit cooperatives as the research object. Firstly, combined with 4P
marketing theory, two factor theory and STP theory, this paper designs a questionnaire to the farmers and
credit customer managers of rural credit cooperatives in county A, so as to understand the loan needs of
farmers and the marketing status of microfinance business of rural credit cooperatives in detail. Secondly,
literature analysis and case analysis are used to understand the characteristics and marketing measures of
microfinance products of financial institutions in county A, and comparative analysis is used to understand
the advantages and disadvantages of rural credit cooperatives in county A, in personal microfinance
business, focusing on four dimensions: product factors, price factors, channel factors and promotion factors,
Analyze the current situation and existing problems of microfinance business marketing of rural credit
cooperatives. Finally, combined with the problems existing in the marketing work of rural credit
cooperatives, this paper gives optimization suggestions.
It is found that the current problems in the marketing of microfinance business of a rural credit
cooperatives are as follows: in terms of credit products, there are problems such as lack of big data support
for credit line evaluation, single form of collateral, slow R & D and updating of credit products, higher
credit interest rate than other financial institutions, lack of preference for high-quality customers The credit
interest rate is not related to the loan limit. In terms of channel construction, there are some problems, such
as few credit customer managers, insufficient investment enthusiasm, lack of online processing channels,
long approval time limit, etc. in terms of promotion, there are some problems, such as insufficient
subjective initiative of publicity, lack of Internet publicity skills, lack of systematic publicity, etc. In view
III
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