略论我国村镇银行市场定位及发展

A Research on the Market Positioning of Village Bank in China

村镇银行是农村金融改革的新生事物,是弥补农村金融中介不足和促进民间金融合法化的新尝试。以现代市场营销管理学的视角,首先从农村金融需求和供给两方面分析村镇银行的机遇与挑战,然后从消费群、企业和产品定位三个方面探讨村镇银行市场定位,目的是寻找适合村镇银行的经营模式并开发适合"三农"的创新型金融产品。

Village bank is a new thing that is born in the reform process, as well as a new attempt that compensates for the shortage of rural financial intermediation and promotes the legalization of private finance. Based on modern marketing management perspective, the paper analyzes the opportunity and challenge of village bank from the rural finance demand and supply, and explores the market positioning from four aspects： customer groups, business and products. The purpose is to find the suitable business model for village bank and to exploit proper new financial product for ＂Sannong＂.