中文摘要 中文摘要 所谓“普惠金融”，是指金融机构以可负担的成本来满足社会各阶层和群体 的金融服务需求，在坚持机会平等与商业可持续原则下提供的适当与有效的金融 服务。当前中国经济正处于后疫情阶段的恢复发展期，各大商业银行着力发展普 惠金融业务对于市场主体拓展投资与消费，带动经济复苏意义重大。农业银行 NK 分行作为国有大型商业银行，该如何结合自身特色，发展好普惠金融业务，其对 于企业未来发展具有重大现实意义。 本文采用规范分析与实证分析相结合方法，对农业银行 NK分行的普惠金融 业务进行了深入研究。首先，通过对国内外文献与相关理论基础的梳理，为研究 工作奠定了扎实的基础。其次，展开了对农业银行 NK分行普惠金融业务营销策 略现状及存在问题的分析，研究发现：产品同质化严重、产品价格设定不合理、 营销渠道与促销观念落后、服务水平较低是该行普惠金融业务营销中存在的主要 问题。再次，围绕农业银行 NK分行普惠金融业务营销环境的分析，为优化营销 策略提供了决策依据。最后，在目标市场定位分析的基础上，本文从产品、价格、 渠道、促销、服务人员、有形展示等方面提出了优化策略；并强调提出了组织、 技术、人员与文化四个方面的营销策略实施保障措施。 关键词：农业银行 NK分行；普惠金融业务；营销策略 I 黑龙江大学硕士学位论文 Abstract "Inclusive finance"refers to the provision of appropriate and effective financial services by financial institutions to meet the financial service needs of all classes and social groups at an affordable cost, based on the principles of equal opportunity and commercial sustainability. As Chinas economy is currently in the post-accession reform period, major commercial banks must develop integrated financial services to expand investment andconsumption and reformof market players.As a majornational commercialbank,AgriculturalBankofChinaNKBranchcombinesitsown characteristics to develop integrated financial services. The future growth of the firm is greatly impacted by this. This paper uses a blend of normative and actuarial analyses to examine in depth the inclusive finance business of Agricultural Bank of China NK Branch. Firstly, a solid framework for this study is established by linking national and international literature and relevant theoretical foundations. Secondly, by analysing the current situation and problems of the marketingstrategy of Agricultural Bank NK Branchsintegrative finance business,it wasfound thatthe mainproblems inmarketing thebanks integrative finance activities are severe product homogenisation, inadequate product p