互联网金融背景下农村商业银行服务营销策略优化研究  

Research on Services Marketing Strategy Optimization of Rural Commercial Banks under the Background of Internet Finance

作　　者：高敬 Gao Jing(Tianjin Tianshi College,Tianjin 301700)

机构地区：[1]天津天狮学院,天津301700

出　　处：《对外经贸》2023年第11期67-69,117,共4页FOREIGN ECONOMIC RELATIONS & TRADE

摘　　要：农村商业银行与其他大型商业银行相比,在自身规模、跨区域经营、科技创新、人才建设等诸多方面受到了发展限制。着眼于服务营销领域,农村商业银行还在产品策略、贷款产品定价、营销渠道、促销模式等方面有待改进。农村商业银行在互联网金融背景下结合自身优势,在合法合规前提下,充分利用新媒体技术,优化服务营销体系,创新产品和服务模式,推行差别化定价策略,完善营销渠道组合,实施多元化促销策略,全面提升服务质量,推动农村商业银行的健康稳步发展。Compared with other large commercial banks,rural commercial banks are limited in their own scale,cross-regional operation,scientific and technological innovation,talent construction and many other aspects.Focusing on the field of service marketing,rural commercial banks also have problems in product strategy,loan product pricing,marketing channels,promotion mode and other aspects.Therefore,it is necessary for rural commercial Banks under the background of the Internet financial combined with their own advantages,under the premise of legal compliance,make full use of new media technology,optimize service marketing system,innovative product and service mode,promote differential pricing strategy,improve the marketing channels,implementation of diversified promotion strategy,improve service quality,so as to promote the healthy and steady development of rural commercial Banks.

关 键 词：互联网金融 农村商业银行 服务营销 策略优化 

分 类 号：F832.35[经济管理—金融学] F274