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本文系统的总结了银行业市场营销理论的内涵和演变过程，重点分析了当前
学术界对县域商业银行市场营销的研究成果。在此基础上，以 NY 银行胶州市支
行为例，从营销体系构建、营销策略执行、营销人员配置、市场占有率等方面分
析了该支行在县域市场营销上的现状，并通过引入模型对该支行进行全面的分
析：通过 PEST 模型研究了商业银行业的宏观政治、经济和社会环境；通过五力
模型分析了当前商业银行市场上竞争环境；通过 SWOT 模型详细研究了 NY 银行自
身的优势和劣势、面临的机会和威胁
在以上分析的基础上，本文从经营理念、客户管理、特色产品、人员培养等
角度分析了 NY 银行胶州市支行近年来实施的营销策略变革。本文对改革措施的
成果进行了初步评估，并总结了 NY 银行在市场营销方面成功的经验和存在的不
足之处
最后，本文结合当前县域市场上的各种影响因素，从战略理念、客户管理、
产品创新、人力资源管理及系统五个方面对县域商业银行市场营销的优化提出了
一些对策及建议，也希望为商业银行提升县域金融产品覆盖，加强金融服务水平
提供一点思路
关键词：市场营销；商业银行；县域；II
Abstract
At present, the financial market has been showing the trend of complexity and
variety in the county area of China. on the one hand, China&39;s New Normal,New-type
Urbanization and the reform of interest rate liberalization have been affecting the
business developent of commercial banks. on the other hand, Private banks and Internet
finance has impacted the market share of traditional commercial banks in the
county.Therefore, the market of county area is facing both opportunities and
challenges.
This thesis summarizes the connotation and evolution of marketing theory,and
deeply analyzes the research achievement of county&39;s commercial banking marketing
from the academic aspect.Based on the theory, we have applied various actions to the
Jiaozhou Branch of NY Bank. Not only we analyzed the current status of marketing for
this branch according to the construction of marketing system, execution of marketing
strategies, the configuration of marketing human resources and the possession of
marketing share ratio, but also performed a thoroughly diagnosis by introducing
different business models, for example, analyzing the macro-politics,macroeconomic
and social environment through PEST model, analyzing the competitive condition of
the market of commercial banking through Porter&39;s Five Forces Model, and presenting
the advantages and disadvantages of the NY Bank itself, the opportunities and threatens
that the bank is facing through SWOT Model.
On the basis of the previous analysis, this article will also analyze the reform of
marketing strategies for the Jiaozhou branch of NY Bank of China in recent years from
the aspect of business philosophy, customer management, specialty products and
employee training.Besides, this paper makes a preliminary assessment of the
achievements made by the reform measures and summarizes shortcomings from
failures and experiences from successes in the marketing for NY Bank..
Finally, by keeping various influencing factors that existing in the current county
market into consideration, this thesis puts forward some countermeasures and
suggestions on the optimization of marketing of the country commercial banks from
five important aspects, including strategic concepts, customer management, product
innovation, human resource management and the system. Hopefully, this article will
also provide some insights about expanding the product coverage of the county
financial field and increasing the level of financial services.
Key words: Marketing management；Commercial bank; County;III
目 录
第一章 绪论1
1.1 选题背景、目的和意义··1
1.1.1 选题背景··1
1.1.2 目的及意义··1
1.2 国内外文献综述··1
1.3 研究内容··3
1.4 研究思路和研究方法··4
1.4.1 研究思路··4
1.4.2 研究方法··5
第二章 研究基础理论·· 6
2.1 市场营销的基本原理··6
2.1.1 学术定义··6
2.1.2 研究对象和内容6
2.1.3 营销步骤和基本流程··6
2.2 市场营销的营销策略7
2.2.1 4P 营销策略 ··7
2.2.2 4C 营销策略 · 8
2.2.3 4R 营销策略8
2.2.4 服务业 7P 营销策略 ·9
第三章 NY 银行胶州市支行在县域市场上的营销现状、机遇和挑战·· 10
3.1 NY 银行胶州市支行在县域市场上的营销现状· 10
3.1.1 营销体系构成·· 10
3.1.2 营销策略及执行流程分析·· 11
3.1.3 营销人员配置11
3.2 NY 银行胶州市支行在县域市场的占有情况· 12
3.2.1 胶州市金融业发展情况·· 12IV
3.2.2 NY 银行胶州市支行资产业务占比· 12
3.2.3 NY 银行胶州市支行负债业务占比· 12
3.3 NY 银行胶州市支行面临的机遇和挑战· 13
3.3.1 中国经济“新常态”·· 13
3.3.2 新型城镇化建设·· 13
3.3.3 互联网金融13
3.3.4 利率市场化改革·· 14
3.4 市场竞争力分析14
3.4.1 PEST 模型分析··14
3.4.2 五力模型分析·· 16
3.4.3 SWOT 模型分析··18
第四章 NY 银行胶州市支行市场营销策略的变革及效果评估·· 21
4.1 经营理念的变革21
4.2 营销策略的变革21
4.2.1 客户关系差异化管理·· 21
4.2.2 突破金融产品同质化·· 22
4.2.3 推出农村城镇化建设特色产品·· 22
4.2.4 解决小微企业担保困境·· 22
4.3 组织系统的变革23
4.3.1 县域英才培养体系·· 23
4.3.2 信息系统的“大数据”改革23
4.4 整体效果初步评估·· 24
4.4.1 市场拓展情况·· 24
4.4.2 存在的不足24
第五章 NY 银行胶州市支行市场营销策略创新对策26
5.1 县域支行战略理念再定位 ··
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