摘要
摘要
随着国家逐渐重视“三农”问题，政府加强对农村问题的关注，农村的金融
业得以迅速发展。在此背景下，H银行为全面深化烟草产业链普惠服务，着力践
行支持小微企业、扶助“三农”工作，支持烟草农业产业发展，着力为烟农缓解
融资难、融资贵的问题，推出了烟农贷款特色产品。
本研究以H银行作为调查对象，结合STP理论、7Ps营销理论和客户满意度
相关理论，设计发放烟农贷产品营销满意度调查问卷，并采用一对一访谈定性分
析法和Colaizzi7步分析法对H银行相关岗位员工进行访谈分析，使用SPSS22.0、
Logit模型、T检验和单因素方差进行数据统计分析。经过对H银行烟农贷产品
营销满意度调查问卷数据分析得出以下结论：在烟农客群中，仍有 51.13%的烟
农客户对烟农贷产品的营销是不满意的。在烟农客群中，家庭主要决策者男性略
多于女性，且以低学历人群为主。
经过调研和对调研数据的全面分析发现 H银行烟农贷产品的营销存在以下
七个方面的问题：一是烟农贷产品申请难、还款难；二是网点配置较少而无法满
足客户业务办理需求；三是产品营销渠道窄且效率低；四是操作展示不能满足大
部分烟农客户需求；五是员工服务意识和服务能力不足；六是员工整体素质及人
力资源结构有待加强；七是烟农客户对烟农贷产品信任度表现较差。
针对 H银行烟农贷产品营销存在的七个方面问题提出以下优化策略。产品
技术开发方面：一是推广使用最高限额保证担保贷款合同；二是开发线上贷款产
品程序，简化贷款申请流程；三是加强防范网络电信诈骗和如何正确安全使用手
机银行等电子支付渠道的宣传教育，并开发老年简易版手机银行程序。服务网点
配置方面：一是为客户提供流动服务车；二是开发“远程视频银行”电子渠道；
三是与当地银行合作。营销渠道效率方面：将直接营销和间接营销渠道相结合，
以促进烟农贷产品营销渠道效率的提高。操作展示方面：为客户提供不同的操作
展示方式。服务水平方面：一是服务环境的进一步改善；二是改善服务管理体系；
三是加强服务渠道创新。人员配置方面：一是强化对人才的管理，建立科学的人
才配置观念；二是组织架构的优化和人才的分配；三是循环管理，实行动态的人
才分配制度。客户信任度方面：一是全方位建立客户信任关系体系；二是树立信
用，增进顾客信赖；三是建立全面的客户数据管理体系。
I
摘要
关键词：银行；产品营销满意度；客户；满意度影响因素；提升策略
II
Abstract
Abstract
As the country gradually attaches importance to the "three rural issues" and the
government strengthens its attention to rural issues, the financial industry in rural areas
can develop rapidly. In this context, Bank H has launched special products for tobacco
farming loans in order to deepen the inclusive services of tobacco industry chain,
support small and micro enterprises, support the development of tobacco agriculture
industry, and alleviate the problem of difficult and expensive financing for tobacco
farmers.
This study took Bank H as the survey object, combined with STP theory, 7Ps
marketing theory and customer satisfaction related theory, designed and distributed
tobacco and agricultural loan product marketing satisfaction questionnaire, and used
one-to-one interview qualitative analysis method and Colaizzi 7-step analysis method
to interview and analyze the employees of relevant positions in Bank H. Using
SPSS22.0, Logit model, T-test and one-way statistical analysis of the data using
SPSS22.0, Logit model, t-test and one-way variance. After analyzing the data from the
questionnaire of tobacco farmer loan product marketing satisfaction of Bank H, the
following conclusions were drawn: Among the tobacco farmer clientele, 51.13% of
tobacco farmer customers are still dissatisfied with the marketing of tobacco farmer
loan products. Among the tobacco farmer clientele, there are slightly more men than
women who are the main decision makers in the family, and they are mainly low-
education people.
After the research and comprehensive analysis of the research data, it was found
that there are seven problems in the marketing of H Bank's tobacco farming loan
products as follows: first, it is difficult to apply for and repay tobacco farming loan
products; second, there are fewer outlets and they cannot meet customers' business
processing needs; third, the product marketing channels are narrow and inefficient;
fourth, the operation display cannot meet the needs of most tobacco farming customers;
fifth, the staff's service awareness and service capability are insufficient; sixth, the
overall quality of staff and human resource structure need to be strengthened; and seven,
III