学校代码
密级
中图分类号
UDC
硕士学位论文
MASTER DISSERTATION
论文题目 鹰潭邮政代理金融业务农村市场
（中文）
营销策略优化研究
论文题目
Research on marketing strategy optimization of Finance Agency
（英文）
Business in Rural Market of YingTan Postal Company
作 者徐浩静 导 师陆淳鸿
申请学位硕 士学院名称 工商管理学院
学科专业工商管理研究方向 市场营销
2022 年 5 月
I鹰潭邮政代理金融业务农村市场营销策略优化研究
摘 要
随着农村经济发展水平不断提高，传统商业银行、地方性银行以及互联网金融公
司不断开疆拓土，将触角延伸到农村社会市场。但是我国农村金融企业服务管理体系
进行整体功能依然跟不上农村地区经济的快速发展，与农村经济旺盛的需求存在着差
距。在 2020 年 3 月，邮政集团总负责人刘爱力提出“71%的邮政金融客户来自农村地
区，如果失去了他们，就失去了农村市场，邮政企业所依赖的金融业就像没有水源的
水一样”。在这样的时代背景下，如何做好邮政代理金融业务农村市场营销工作，对企
业整体业务的可持续发展具有重要价值。
关于农村市场的拓展，鹰潭邮政一直以来都十分重视，深耕农村市场多年，但转
型发展效果不明显，随着利率市场化的发展，银行间的竞争日趋激烈，如何在业界普
遍下沉空间布局、农村经济市场进行竞争不断加剧的市场状态下，对市场发展的客观
规律进行科学、有效的判断，明晰自身的优势与劣势，以上内容是鹰潭邮政在现阶段
工作的主要内容。
本文以鹰潭邮政代理金融业务农村市场为研究对象，借助文献研究法、问卷调查
法、内部访谈法，对鹰潭邮政代理金融农村市场营销的现状进行分析，找出了鹰潭邮
政代理金融业务农村市场金融产品同质化严重、产品价格没有优势、投递员作用未得
到发挥、营销方式单一、人员素质与队伍建设参差不齐、网点设备更新落后、外拓走
访流于形式等七个方面的问题。面对这些不足之处的存在，笔者借助具有创新性的 7Ps
理论，经过深入分析以后提出了一些具有可行性的营销建议。最后，从企业文化、组
织结构、人才和技术四个方面提出了鹰潭邮政代理金融业务农村市场营销策略优化实
施的保障内容。
借助本课题的开展，希望能够助推鹰潭邮政代理金融服务业务农村经济市场有进
一步的发展，也为其他地市、其他省份邮政企业或同行业金融业务农村市场的发展提
供一定的参考价值。
关键词：邮政；代理金融；农村市场；营销
II Abstract
Abstract
With the continuous improvement of the level of rural economic development, traditional
commercial banks, local banks and Internet financial companies continue to expand their
territory and extend their tentacles to the rural social market. However, the overall function of
China;s rural financial enterprise service management system is still lagging behind the rapid
economic development in rural areas, and there is a gap with the strong demand of rural
economy. In March 2020, Liu Aili, general director of The Postal Group, proposed that "71%
of postal financial customers come from rural areas. If we lose them, we will lose the rural
market, and the financial industry that postal enterprises rely on is just like water without
water source". In this era, how to do a good job in rural marketing of postal agency financial
business is of great value to the sustainable development of the overall business of enterprises.
About the expansion of rural markets, Yingtan postal has always attached great
importance to, deepening the rural market for many years, but the transformation of
development effect is not obvious, with the development of interest rate marketization,
increasingly fierce competition between Banks, how to sink in the industry generally space
layout, the rural economy market of increasing competition in the market condition, Scientific
and effective judgment of the objective law of market development, clear their own
advantages and disadvantages, the above content is the main content of yingtan Post in the
current stage of work.
This thesis takes The rural market of Yingtan Postal agency financial services as the
research object, analyzes the current situation of rural marketing of Yingtan Postal agency
financial services with the help of literature research, questionnaire survey and internal
interview. The problems of financial products in rural market of Yingtan post agency financial
business are found in seven aspects, such as serious homogeneity of financial products, no
advantage in product price, postman;s role not played, single marketing mode, uneven quality
of personnel and team construction, backward updating of network equipment, extension and
visit becoming a mere form. In the face of these shortcomings, the author puts forward some
feasible marketing suggestions with the help of the innovative 7Ps theory after in-depth
analysis. Finally, from the corporate culture, organizational structure, talent and technology of
Yingtan Post agency financial business rural marketing strategy optimization implementation
of the guarantee content.
I鹰潭邮政代理金融业务农村市场营销策略优化研究
With the help of the development of this topic, it is hoped to promote the further
development of the rural economic market of Yingtan Postal agency financial services, and
also provide certain reference value for the development of other cities, other provinces postal
enterprises or the same industry financial services in the rural market.
Key Words: Postal; Agency finance; The rural market; Marketing