摘要
摘要
随着我国居民收入水平和消费能力的不断提升，居民的融资需求迫切，市
场上各家银行在信贷产品的营销竞争上也越来越激烈，一些中小型银行在竞争
中出现了信贷产品盈利水平降低、信贷资产质量下降等问题。信贷产品是银行
赖以生存的发展和盈利产品，尤其对于中小型银行而言，他们亟需对信贷产品
的营销策略进行优化，才能在市场中保持长期竞争的能力，实现信贷业务可持
续发展。
本文以新县农商银行信贷产品营销策略优化为研究对象，在充分研究国内
外信贷产品营销策略理论的基础上，通过对新县农商银行信贷产品营销现状进
行对角度的分析，得出了其产品同质化严重、定价缺乏竞争力、贷款渠道单一、
促销活动同质化、人员营销能力有待提升、服务水平缺乏标准化约束、有形展
示无法提升客户体验等问题及形成原因。结合新县农商银行信贷产品营销中存
在的不足之处，本文先是通过 STP理论分析，从服务客户的角度提出基于市场
细分、目标市场选择和市场定位的策略优化，然后结合 7Ps服务营销理论，提出
提升产品创新并加强品牌的管理，产品定价要兼顾安全性和盈利性，促进销售
渠道的多元化和科技化，兼顾拓宽促销途径和维护客户关系，强化人员培训并
完善绩效激励，规范员工形象并制定服务标准，优化资源配置并建立数据平台
等优化策略。最后从队伍建设、风险防控、绩效考核等方面提出保障措施。
本文研究中的信贷产品营销策略优化对提升新县农商银行信贷业务盈利水
平有一定参考作用，有利于进一步提升其综合竞争能力。同时，也对周边县域
的一些农村商业银行信贷业务的发展提供一定的参考和借鉴。
关键词：农村商业银行；信贷产品；7Ps营销策略
I

Abstract
Abstract
With the continuous improvement of China's residents' income level and
consumption power, residents have an urgent need for financing, and banks in the
market are increasingly competing in the marketing of credit products. Some small
and medium-sized banks have appeared problems such as lower profitability of credit
products and lower quality of credit assets in the competition. Credit products are the
development and profit products that banks rely on for survival, especially for small
and medium-sized banks, they need to optimize the marketing strategy of credit
products, so as to maintain long-term competitiveness in the market and achieve
sustainable development of credit business.
This paper takes the optimization of credit product marketing strategy of
Xinxian Rural Commercial Bank as the research object. On the basis of fully studying
the theories of credit product marketing strategy at home and abroad, this paper
analyzes the current situation of credit product marketing of Xinxian Rural
Commercial Bank from the perspective. It is concluded that the product
homogenization is serious, the pricing is not competitive, the loan channel is single,
the promotion activity is homogeneous, the personnel marketing ability needs to be
improved, the service level lacks the standardization constraint, the tangible display
can not improve the customer experience and other problems and the formation
reasons. Combining hsin-hsien agri-businesses bank credit deficiency existing in
product marketing, this paper first analyses the STP theory, from the perspective of
the customer service based on market segmentation, target market selection and
market positioning strategy optimization, the 7Ps service marketing theory, proposed
improve product innovation and strengthen brand management, product pricing
should give attention to both safety and profitability, Promote the diversification and
technology of sales channels, broaden sales promotion channels and maintain
customer relations, strengthen personnel training and improve performance incentive,
standardize employee image and formulate service standards, optimize resource
allocation and establish data platform and other optimization strategies. Finally, it
II

Abstract
puts forward the safeguard measures from the aspects of team building, risk
prevention and control, performance appraisal.
The optimization of credit product marketing strategy in this study has a certain
reference role in improving the profitability of credit business of Xinxian Rural
Commercial Bank, which is conducive to further enhancing its comprehensive
competitiveness. At the same time, it also provides some reference for the
development of credit business of some rural commercial banks in the surrounding
counties.
Key words：Rural Commercial Bank;Credit product;The 7Ps Marketing strategy
III
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