摘要
为进一步拓宽工商银行的金融市场,推动农村经济的稳定发展,通过实地走访和问卷调查的方式,针对金融的需求、对金融机构的满意度及工商银行的认知度三个方面进行了调研。结果表明农村各类金融服务及金融创新领域有很大的市场潜力。根据问卷的调查数据分析和结果评价,从目标市场选择和客户定位、差异化的产品设计、创新的渠道策略和服务模式、渗透性的品牌宣传这四个方面分析并提出了相应的策略,对工商银行适时进入农村金融市场具有很好的指导意义。
In order to further broaden the industrial and commercial banks＇ financial market, and promote the stable development of the rural economy, through the field visit and questionnaire, we survey the financial needs, the satisfaction of financial institutions and recognition of industrial and commercoial banks. The results show that the rural all kinds of financial services and financial innovation have great potential market fields. According to the sur- vey of data analysis and evaluating the results, and from the four aspects analysis of our target market selection and customer orientation, differentiation of product design, the innovation of the channel strategy and service mode, and permeability branding ,we put forward the corresponding strategies ,which is a good guide for industrial and eommer- ciale banks enter into the rural financial market.
出处
《金融教育研究》
2012年第4期9-16,共8页
Research of Finance and Education
基金
国家自然科学基金项目(71161014)
江西省社科规划项目(10YJ54)的资助
关键词
农村金融市场
工商银行
竞争力
市场策略
rural financial market
industrial and commercial banks
competitiveness
market strategy
