CAJ | 학술논문

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。
위진일보탁관공상은행적금융시장，추동농촌경제적은정발전，통과실지주방화문권조사적방식，침대금융적수구、대금융궤구적만의도급공상은행적인지도삼개방면진행료조연。결과표명농촌각류금융복무급금융창신영역유흔대적시장잠력。근거문권적조사수거분석화결과평개，종목표시장선택화객호정위、차이화적산품설계、창신적거도책략화복무모식、삼투성적품패선전저사개방면분석병제출료상응적책략，대공상은행괄시진입농촌금융시장구유흔호적지도의의。
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.