洱源农信社小额信贷营销策略研究-工商管理专业论文.docx

摘要 摘要 万方数据 万方数据 摘 要 农村经济是国民经济的基础，农村的发展离不开小额信贷的支持。小额信贷 经过多年的发展，对中国农村金融体系的完善起到了积极的作用，改善了资金的 供求关系、优化了农村金融体系的配置。但随着我国市场经济体制的进一步推进 和深入，同时伴随着现代商业银行体系的初步形成，银行业竞争日趋加剧，农村 信用社自身盈利能力将面临新的挑战，只有树立信贷营销的全新理念，制定符合 自身实际的贷款营销策略，农村信用社才能在激烈的市场竞争中立于不败之地。 小额信贷作为国家扶贫手段在全国广大农村范围内开展,经过 20 多年的实践, 已经发展成一种新型的金融工具。农村信用社作为小额信贷主要的提供者,在农 村金融体系发展中占据了重要地位。随着金融市场的不断改革,农村信用社必须 在推广小额信贷业务中,建立和加大小额信贷产品的营销战略,更好的为“三农” 服务,促进自身和农村经济的发展。本文运用现代市场营销理论,对洱源农信社小 额信贷营销策略进行研究和分析,在客观全面地调查洱源农信社小额信贷现状的 基础上,借鉴国外小额信贷营销经验,并结合农村金融市场发展现状,引入战略管 理以及营销管理的相关理论,构建了洱源农村信用社小额信贷的营销发展策略。 具体而言，本文通过分析洱源农村信用社小额信贷存在内部运行机制缺陷, 覆盖面不高,持续发展能力低,资金来源渠道少等问题。运用 SWOT 分析方法,对 洱源农村信用社小额贷款机构的业务发展进行分析,针对洱源农村信用社小额信 贷的内外部环境,结合 7P 营销理论、4C 营销理论和产品营销渠道策略、产品传 播策略的分析,制定洱源农村信用社小额信贷产品的有关营销策略,提出了洱源 农村信用社小额信贷发展的具体建议,丰富了我国农村小额信贷发展的理论与实 践研究。 关键词:小额信贷;农村信用社;营销策略 I Abstract Abstract Abstract Rural economy is the foundation of the national economy, and the development of rural areas can not be separated from the support of micro credit. After years of development, The improvement of Chinas rural financial system has played an active role in improving the supply and demand of funds, optimizing the allocation of rural financial system. However, with the development of the market economy system and the development of the modern commercial banking system, the competition of the banking industry is becoming more and more serious. The new challenge to the rural credit cooperatives is to establish the new concept of credit marketing. However, as Chinas market through micro credit as a means of national poverty reduction in the vast rural areas, after 20 years of practice, has developed into a new type of financial instruments. Rural credit cooperatives as the main provider of micro credit, in the development of rural financial system has occupied an important position. With the continuous reform of the financial market, the rural credit cooperatives must establish and strengthen the marketing strategy of micro credit products, and promote the development of rural economy.