学校代码：10378 密级：
分类号：
硕士学位论文
邮储银行 SZ 分行“极速贷”产品营销
策略优化研究
学 号： 3202000846
学生姓名： 董冰川
学位类别：工商管理硕士
专业名称： 工商管理
研究方向： 营销管理
导师姓名： 王晶晶
二○二三年一月School code ：10378 Security：
Classification：
OptimizationResearchon Marketing
Strategy of "Speed Loan" Productsof
PSBC,SZSubbranch
Student ID：3202000846
Name：Bingchuan Dong
Degree category：Master of business administration
The professional name：Business administration
Research direction ：marketing management
Tutor’s name：Jingjing Wang
January, 2023学 位 论 文 独 创 性 声 明
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论文作者（签名）：2023 年 1 月 8 日
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作者签名： 2023 年 1 月 8 日 邮储银行 SZ 分行“极速贷”产品营销策略优化研究
摘要
随着中国经济社会的发展进入新常态，个人客户在经营时对资金的需求愈来愈急
迫。尤其是近些年，党中央提出了全面振兴乡村的规划。为全面贯彻落实党的金融战
略方针，各大银行严格执行党中央的战略政策，大力拓展农村贷款市场，支持农户经
营，提供贷款服务。但信贷业务在发展中还存在利润空间小、市场前景不理想、个人
融资成本上涨等问题。现阶段，个人客户的贷款需求差异很大，保持目前顾客的稳定
性也变得越来越艰难。本文对邮储银行SZ 分行“极速贷”产品的市场营销情况开展
研究，力求在此基础上探索科学制定“极速贷”产品在SZ 市营销策略的优化方案，
旨在促进小额贷款业务健康平稳发展，助力当地实体经济发展。
文中以邮储银行 SZ 分行“极速贷”产品为研究对象，阐述了小额贷款、营销策
略、服务营销等有关概念和理论，通过调查问卷和统计分析等研究方法，从顾客、成
本、便利、沟通等四个方面发现邮储银行SZ 分行“极速贷”产品营销策略存在贷款
审批条件高、手机银行便利性有待加强、和客户沟通比较被动等问题。在分析问题存
在的原因的基础上，从客户需求、消费成本、便捷性和沟通四个方面尝试性提出了“极
速贷”产品市场营销的优化策略及优化策略实施的保障措施。根据本研究，希望能对
邮储银行 SZ 分行“极速贷”进一步完善创新产品、营销等层面给予实践指导作用。
关键词：邮储银行 SZ 分行；极速贷；营销策略
I 邮储银行 SZ 分行“极速贷”产品营销策略优化研究
ABSTRACT
As the development of China;s economic society enters the new normal, individual
customers have an increasingly urgent need for funds in their operations. Especially in
recent years, the CPC Central Committee has put forward the strategic plan for rural
revitalization. To implement the Party;s financial principles fully, major banks will strictly
implement the strategic policies of the CPC Central Committee, vigorously expand the
rural loan market, support peasant households in their operations and provide loan services.
However, there are still some problems in the development of credit business, such as
small profit margin, poor market prospects, and rising personal financing costs. At present,
the loan demands of individual customers are very different, so that it is increasingly
difficult to maintain the stability of existing customers. In this paper, the marketing of the
"Speed Loan" products of SZ Branch of Postal Savings Bank is studied, and the optimal
marketing strategy of "Speed Loan" products in SZ city is explored and formulated on this
basis, so as to promote the healthy and stable development of small loan business and help
the development of local real economy.
This paper takes the "Speed Loan" products of SZ Branch of Postal Savings Bank as
the research object, expounds the concepts and theoretical basis of micro-loan, marketing
strategy, service marketing and other related concepts, and . Through the research methods
of questionnaire survey and statistical analysis, it is found that the marketing strategy of
"Speed Loan" products of SZ Branch of Postal Savings Bank has problems in the aspects
of customer, cost, convenience and communication, such as strict in loan approval
conditions, insufficient in the convenience of mobile banking, and passive in
communication with customers. On the basis of analyzing the causes of the problems, this
paper tries to put forward the optimization strategy for the marketing of the "Speed Loan"
products from the aspects of customer demand, consumption cost, convenience and
communication, as well as the guarantee measures for the implementation of the
optimization strategy. Through this study, it is expected to provide practical guidance for
further improving the innovation and marketing of "Speed Loan" products of SZ Branch of
Postal Savings Bank.
Keywords: SZ Branch of Postal Savings Bank; Speed Loan; Marketing strategy
II