广西村镇银行营销的现状、问题和对策.doc

目 录 一、 概述 二、 广西村镇银行营销的现状 ………………………………………………………………………………………………………………………… 贷款对象较为单一………………………………………………………………………………………………… 产品设计较为落后………………………………………………………………………………………………… 贷款利率被政府干预…………………………………………………………………………………………… 盈利能力普遍不足………………………………………………………………………………………………… 营销模式…………………………………………………………………………………………………………………………… 整合营销模式 ……………………………………………………………………………………………………… 平台式营销……………………………………………………………………………………………………… 关系式营销 …………………………………………………………………………………………………… 市场营销模式----客户经理制…………………………………………………………………………… 三、 广西村镇银行营销上存在的问题……………………………………………………………………………………… 信誉积累薄弱，吸收存款难，贷款业务发展受到限制………………………………………… 同业竞争激烈, 缺乏核心竞争力………………………………………………………………………………… 营销方式让利为主， 客户忠诚度难维系 ……………………………………………………………… 金融营销环境有限，制约业务发展进程…………………………………………………………………… 管理水平不高 人员素质较差……………………………………………………………………………………… 四、 改善广西村镇银行营销状况的对策………………………………………………………………………………… 积累信用, 多渠道壮大村镇银行发展实力…………………………………………………………… 开展原创性金融开发……………………………………………………………………………………………………… 根据营销规划选取营销模式………………………………………………………………………………………… 改善营销环境………………………………………………………………………………………………………………… 加强员工培训，人才的吸纳………………………………………………………………………………………… 五、 结论…………………………………………………………………………………………………………………………………………… 广西村镇银行营销的现状、问题和对策 ural bank of Guangxi marketing situation, problems and countermeasures Abstract Guangxi rural banks through a series of national policy to guide and promote the establishment are moving into the fast lane. However, the village bank is still in the early stage of development, is also facing some difficulties in the development of business. Funded joint-stock banks and foreign banks continue to enter the rural areas, the rural banks in order to compete for and retain customers, seize market competition to get a place on the marketing of financial products and services from a strategic height and management specification. In this paper, for the analysis of the object to the rural banks in Guangxi. Based on the investigation of its marketing and present characteristics, the analysis of the main factors restricting the development of its marketing. Make sugges