摘要
摘要
在社会经济快速发展的时代背景下，银行领域的同业竞争日趋白热化，伴
随存贷利差的大幅度缩减，银行零售业务凸显出越来越重要的作用，各家银行
纷纷提出向零售业务发展的战略构想，争做一流的零售银行。从启动了利率市
场化以后，各类金融机构对零售业务的重视程度也在不断地提高， C农信社也
不例外，零售业务不仅能加快 C农信社发展，还能进一步优化 C农信社的业务
结构，为 C农信社创造更大的经济效益。
笔者参与了 C农信社零售业务营销，首先通过对营销现状及环境进行分析
，主要对宏观环境中社会、经济、政治以及技术四方面做环境分析和对优势、
劣势、机会、威胁做 SWOT分析。其次用访谈和问卷相结合的调查方式，结合
自身多年来积累的相关经验，明确了该业务发展过程中存在的不足之处，如产
品创新度不够、定价方式单一、营销渠道简单以及人员配置不合理等问题。针
对以上不足运用 7Ps理论，从产品、渠道、定价、促销、人员等方面，给 C农
信社零售业务制定营销提升策略，且经过全面加强信息系统建设、合理优化财
务资源配置、加大人力资源开发力度、加强风险管理保障等，从四个方面保障
C农信社零售业务营销提升策略的实施。
本论文旨在探讨 C农信社零售业务如何在日益激烈的竞争中拓展客户、深
挖客户需求、提高客户的满意度、增强客户粘性，进一步增强C农信社的竞争
力，增强品牌影响力，把农信社打造成“老百姓自己的银行”。
关键词：农信社；零售业务；营销提升
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Abstract
Abstract
Under the environment of rapid economic growth, the interbank competition in
the banking field is becoming increasingly white-hot. With the narrowing of the
interest margin between deposit and loan, the retail business of banks becomes more
and more important, various banks have proposed to the retail business development
strategy conception, competes for the first-class Retail Bank. Since the interest rate
marketization was launched, the importance of retail business has been continuously
raised by various financial institutions, and C rural credit cooperatives is no
exception. Retail business can not only accelerate the development of C rural credit
cooperatives, it can further optimize the business structure of C rural credit
cooperatives and create greater economic benefits for C rural credit cooperatives.
The author participated in the C Rural Credit Cooperatives Retail Business
Marketing, first through the marketing status and environment analysis, mainly on the
macro-environment in the social, economic, political and technical analysis of the
environment and the strengths, weaknesses, opportunities, threats to do SWOT
analysis. Secondly, by using the method of interview and questionnaire survey,
combined with the relevant experience accumulated over the years, the deficiencies in
the development process of the business are clearly identified, such as lack of product
innovation, single pricing, simple marketing channels and unreasonable staffing and
other issues. In view of the above deficiencies, using the 7Ps theory, from the
product, the channel, the pricing, the promotion, the personnel and so on, to C rural
credit cooperative retail business formulation marketing promotion strategy, through
strengthening the construction of Information System, optimizing the allocation of
financial resources, strengthening the development of human resources and
strengthening the guarantee of risk management, the implementation of marketing
promotion strategy of C rural credit cooperatives retail business can be guaranteed
from four aspects.
The analysis objective is to explore how C Rural Credit Cooperative develops
customers in the retail field, digs the customer demand deeply, enhances the customer
loyalty, strengthens the customer stickiness in the increasingly fierce competition,
and then promotes the core competitive power of C rural credit cooperative, enhance
the brand impact of credit cooperatives, rural credit cooperatives to become "the
people's own bank ".
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Abstract
Keywords:Rural Credit Cooperatives;Retail business;Marketing promotion
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