农村合作金融组织服务营销管理研究

金融服务营销有别于有形产品营销以及一般服务营销。在我国，当金融服务营销尚未提出之时，人们普遍认为已有的营销概念与策略足以指导一切产品的营销工作，然而，对于这样一个特殊的服务行业而言，事实并非如此，金融服务营销活动的主体、表现形式及实现方式都有自身的特点。分析农村金融服务营销的特征以及提供针对性的营销策略，正是写作本文的目的所在。随着我国改革开放的逐步深入以及社会主义市场经济体制的逐步完善，农村合作金融在我国经济生活中的地位逐步提高。但由于多方面的原因，我国的农村合作金融一直没有较好地发挥其应有的功能来促进农村经济的发展，且商业化趋势日益严重，农村资金非农化，使得三农的发展得不到合作金融组织资金的有力支持，延缓了农村经济发展的步伐。农村金融行业内部经营风险日益加剧，金融资产质量有所下降，盈利空间缩小。尤其是农村合作金融组织经营管理水平相对较差，经营风险逐步恶化。如何引导和规范农村合作金融，发挥其应有的功能，促进农村经济的发展呢?本文采用理论分析的方法，从农村合作金融组织适应市场竞争，增强自身竞争能力，谋求自身发展，提高经营效益的角度，借鉴国际上先进的服务营销理论和方法，结合我国农村合作金融组织经营管理的现状探讨完善和发展我国农合作金融组织服务营销的理论和实践方法，以期能对提高我国农村合金融组织的整体经营管理素质有所裨益。关 键 词：农村，合作金融组织，服务营销，管理
study on the management of service marketing in rural cooperative financial institutions
abstract
financial service marketing ** different from the marketing of v**ible products and common service marketing.in china,it was not generally regarded that ex**ting marketing concept and strategy were enough to instruct the marketing of all the products until the presentation of financial service marketing.however,to such a special service industry,it ** not true.because the object of financial service marketing,the form of performance and its implementation h**e its own character**tics.it ** the aim of th** thes** to analyze the character**tics of rural cooperative marketing and suggest the targeted marketing strategy.
as the gradual deepening of chinese reform and opening up and the gradual improvement of social economic market system,rural cooperative finance ** becoming and important in our economic life.but due to various reasons,chinese rural cooperative finance does not play its proper role to accelerate the development of rural economy.moreover,the trend of commercialization ** becoming and serious,and rural capital ** becoming **-owned,which could not acquire the support of the funds of rural cooperative financial organization and retard the development of rural economy.the inner management of rural finance are becoming and r**ky,the financial asset quality has been decreasing and the profits become less.especially the management of rural cooperative finance ** comparatively weak,and the management r**k ** deteriorating.how to instruct and standardize the rural cooperative finance and play proper role to improve the development of rural economy?with the theoretical analys**,from the angle of adapting to the market competition,strengthening the competitive ability to develop itself,and increasing the profit,with the help of the advanced service marketing methods in foreign countries and according to situation of the management of the rural cooperative financial service,the thes** d**cusses the theoretical and practical methods of enhancing and developing the marketing of the rural cooperative financial service to help to upgrade the quality of the management of rural cooperative financial institutions.
key words:rural,cooperative financial institutions,service marketing,management
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