新形势下农商银行金融服务营销模式创新探究  

Exploration of innovative marketing models for rural commercial bank's financial services under the new situation

作　　者：关向明 Guan Xiangming(Yangjiang Rural Commercial Bank Co.,Ltd.,Yangjiang,Guangdong,529500)

机构地区：[1]阳江农村商业银行股份有限公司,广东阳江529500

出　　处：《市场周刊》2024年第30期107-110,共4页Market Weekly

摘　　要：随着经济全球化和信息技术的迅猛发展,金融行业面临前所未有的挑战和机遇。农村商业银行(以下简称农商银行)作为服务农村、农民和农村经济发展的重要金融机构,在金融服务营销方面也面临新的情况和问题。如何创新金融服务营销模式,提高服务质量,拓展服务领域,成为当前农商银行发展面临的重要课题。因此,文章从阐述研究背景开篇,阐明相关理论,梳理农商银行农村金融服务发展存在困境,提出了一系列创新性的建议和思路,以应对当前市场环境的变化。With the rapid development of economic globalization and information technology,the financial industry is facing unprecedented challenges and opportunities.Rural commercial banks(hereinafter referred to as rural commercial banks),as important financial institutions serving rural areas,farmers,and rural economic development,are also facing new situations and problems in financial service marketing.How to innovate financial service marketing models,improve service quality,and expand service areas has become an important issue facing the development of rural commercial banks.Therefore,this article starts by elaborating on the research background,explaining relevant theories,sorting out the difficulties in the development of rural financial services by Rural Commercial Bank,and proposing a series of innovative suggestions and ideas to cope with the changes in the current market environment.

关 键 词：农商银行 金融服务 营销模式 创新 

分 类 号：F832.2[经济管理—金融学]