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研究生学号
10433－19529020763
所在院系管理学院 MBA教育中心
山东理工大学硕士学位论文
摘要
摘
要
2022年，中央第十九个一号文件对做好全面推进乡村振兴重点工作，解决好“三
农”问题，做出了重大部署，出台了相关扶持政策。为服务乡村振兴战略，顺应互联
网金融趋势，农业银行推出了新型信贷产品“惠农 e贷”。然而，新时代的市场需求
更加复杂多变、同行业的竞争更加激烈，在“惠农 e贷”产品营销工作中，其 4P营
销策略也是存在产品创新研发不足、同质化严重，价格差异化不足，渠道覆盖、多样
化不足，宣传力度和多样性不足、营销人才缺乏等主要问题，如何完善“惠农 e贷”
产品营销服务、采取有效的营销策略，是 ZBH农业银行需要不断研究的重要课题。
通过查阅相关文献资料，了解了银行金融产品的营销理念、营销策略完善、营销
策略影响因素等相关理论研究成果，以及农业银行“惠农 e贷”产品营销相关案例的
分析和建议。基于 ZBH农业银行“惠农 e贷”产品营销现状的调查访谈，分析产品
营销策略存在的产品创新研发不足、同质化严重，价格差异化不足，渠道覆盖、多样
化不足，宣传力度和多样性不足、营销人才缺乏等主要问题。全面分析了 ZBH农业
银行“惠农 e贷”产品的政治、经济、社会、技术、客户和竞争环境，以及自身的优
势和劣势、外部的机会和挑战等。选取产品设计、价格设置、渠道拓展、促销宣传四
个方面的 15个关键指标要素，运用 AHP分析论证关键因素在营销实施效果方面的影
响程度，为“惠农 e贷”产品营销策略优化提供量化参考，进而从营销理论的 4P要
素提出了优化建议，即在产品上加大创新研发力度，进行产品差异化设计，加强部门
联动；在价格上实施价格差异化和优惠政策；在渠道上强化网络渠道，拓展多元化线
下渠道，丰富渠道人员组成；在促销上增进互动性，整合线上线下资源，加强数据质
量管理，完善营销人才团队等。
关键词：服务三农；农业银行“惠农 e贷”；产品营销策略
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山东理工大学硕士学位论文
ABSTRACT
ABSTRACT
In 2022, the 19th Document of the CPC Central Committee made major arrangements
for comprehensively promoting the key work of rural revitalization and solving problems
related to agriculture, rural areas and farmers, and issued relevant supportive policies. In
order to serve the rural revitalization strategy and follow the trend of Internet finance,
Agricultural Bank of China has launched a new credit product called"Huinong e-Loan".
However, the market demand in the new era is more complex and changeable, and the
horizontal competition is more intense. In the marketing of "Huinong e-Loan" products, its
4P marketing strategy also has the main problems of insufficient innovation and R & D,
serious producthomogenization, singleproduct, insufficientservice differentiation,
insufficient publicity and diversity, and lack of marketing talents. How to perfect the
product marketing service of "Huinong e-Loan" and adopt effective marketing strategy is
an important subject that ZBH Agricultural Bank needs to study continuously.
By referring to relevant literature and materials, I have learned about the marketing
concept, improvement of marketing strategy, influencing factors of marketing strategy and
other relevant theoretical research results of bank financial products, as well as the analysis
and suggestions of agricultural Bank of China's "Huinong e-Loan" product marketing cases.
Based on the investigation and interview on the current marketing situation of "Huinong
e-Loan" products of ZBH Agricultural Bank, the main problems of product marketing
strategy are analyzed, such as insufficient innovation and research,serious product
homogeneity, insufficient service differentiation, insufficient publicity and diversity, and
lack of marketing talents. And a comprehensive analysis of ZBH agricultural Bank
"Huinonge-Loan"product's political,economic,social,technical,customerand
competitive environment, as well as its own advantages and disadvantages, external
opportunities andchallenges.Product design,price setting,channel development,
promotion four aspects of the 15 key indicator elements, applying AHP analysis the
influence degree of the key factors in the aspect of marketing effect, for "e peasants is
borrowed" the product marketing strategy optimization provide quantitative reference, and
then from 4p marketing of the product, price, channel, promotion four Angle puts forward
some Suggestions, that is, increase innovation and R & D efforts in products and carry out
productdifferentiationdesign,Strengthen departmentallinkage;Implementprice
differentiation and preferential policies on prices; In terms of channels, strengthen network
channels, expand diversified offline channels, and improve the composition of marketing
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