对于现代经济发展来说，金融的发展是国家经济运行的重要保障，甚至可以说，金 融是现代经济发展的命脉和枢纽。农村商业银行的前身是农村信用社，属于地方性股份 制金融机构，其作为中小型商业银行的代表，经营模式灵活，市场定位准确，有力地推 动了域内中小企业以及农业的发展。农村商业银行同时也担负着建设我国农村的重大责 任，因而，发展农村商业银行也成为了近年来国家发展战略中非常重要的一部分。 进入新世纪以来，计算机互联网以及新技术迅速发展，例如云计算、移动互联网和 大数据层出不穷。“互联网+”金融以 P2P、第三方支付以及在线贷款和财富管理为主 要形式，已经深入到社会的各个层面。“互联网+”金融给老百姓的生活带来的益处颇 多，同时，“互联网+”金融对传统的金融业的业务发展也产生了巨大的冲击，完全改 变了金融行业传统的管理方式和盈利模式。如何结合自身制定“互联网+”背景下的营 销策略是农村商业银行目前面临的重大问题。 汴京农村商业银行是河南省首批“全国农村金融机构 28 家标杆银行”之一，最近 几年，它的发展面临着非常大的压力和挑战。汴京农村商业银行在体制、规模、风险管 控等方面与全国性股份制商业银行和国有的大型商业银行具有很大的差距，并且，在新 的营销大环境之下，汴京农村商业银行的发展面临着转型。因此本文从营销策略方面对 汴京农村商业银行的转型以及发展进行研究，从而发现并解决其在营销方面存在的一些 问题。 本研究以汴京农村商业银行为研究对象，以“互联网+”背景下汴京农村商业银行 营销策略为研究课题，通过查阅有关“互联网+”金融的国内外研究成果，利用 SWOT 分析和深度访谈法、以 4C 理论以及 4P 营销策略理论为基础，并从实际工作出发，通过 对汴京农商银行的基本概况进行介绍，同时，结合河南省农村商业银行发展的大方向、 大政策，分析了汴京农村商业银行的宏观和微观营销环境，对传统银行服务与互联网时 代大环境之间的关联进行深入的研究。对汴京农村商业银行的经营现状进行分析，分析 以汴京农村商业银行为例的中小银行面临的外部经营环境，同时分析汴京农村商业银行 的内部环境和管理运营情况，为汴京农村银行的健康持续发展提供借鉴。并利用 SWOT 分析方法、文献调研等方法分析汴京农商面临的外部机遇和挑战，以及银行自身的优势、II 劣势，并分析可能会遇到的困难以及阻碍，借助 4C 理论、4P 理论以及“互联网+”理 论，提出相对应的营销策略并为策略的实施提供保障。 本研究从梳理国内外商业银行的营销策略的相关研究现状入手，通过对汴京农村商 业银行的营销环境、现状进行分析和研究，为汴京农商银行的中长期发展提供理论方面 的指导和借鉴，从而促进汴京农商银行健康持续发展。同时，也希望为河南省其他农村 商业银行法人机构提供借鉴和参考，为其利用具体问题具体分析的方法，结合自身情况 制定适合自身的营销策略提供些许思路。 关键词，汴京农商银行，“互联网+”，营销策略III ABSTRACT For the development of modern economy, the development of finance is an important guarantee for the operation of the national economy. It can even be said that finance is the lifeblood and hub of modern economic development. Rural commercial banks have been transformed . As a representative of small and medium-sized commercial banks, they have flexible business models and accurate market positioning, which have effectively promoted the development of small and medium-sized enterprises and agriculture in the region. Rural commercial banks are also responsible for building rural areas in China. Therefore, the development of rural commercial banks has become a very important part of the national development strategy in recent years. Since the beginning of the new century, computer Internet technology has developed rapidly. New technologies such as cloud computing, mobile Internet, and big data are emerging one after another. Internet finance, which is mainly in the form of P2P, third-party payment, and online lending and wealth management, has penetrated into all aspects of society. Internet finance brings many benefits to the lives of ordinary people. Internet finance has had a huge impact on the development of the fixed business of the traditional financial industry, completely changing the profit model and management methods of the traditional financial industry. How to combine their own marketing strategies in the Internet era is a major problem facing the Rural Commercial Bank. The Bianjing Rural Commercial Bank is one of the first batch of “28 National Benchmarking Banks for Rural Financial Institutions” in Henan Province. In recent years, its development has faced great pressure and challenges. Bianjing Rural Commercial Bank has a great gap with the national joint-stock commercial banks and large state-owned commercial banks in terms of system, scale and risk control capabilities, and the development of the rural commercial banks in Bianjing under the new marketing environment. Facing the transformation. Therefore, this paper studies the transformation and development of the border rural commercial bank from the aspect of marketing strategy, so as to discover and solve some problems in its existence.IV The thesis takes Bianjing Rural Commercial Bank as the research object, and takes the marketing strategy of Bianjing Rural Commercial Bank as the research topic, systematically understands the domestic and foreign research results of Internet finance, and focuses on marketing environment, SWOT analysis, STP theory and 4P marketing strategy. Analyze and study, and proceed from practice, through a basic introduction to the basic profile of the Bank of Agriculture and Commercial Bank of Bianjing, and at the same time, combined with the general direction of the development of rural commercial banks in Henan Province, analyze the macro and micro marketing environment of the Bank of Agriculture and Commercial Bank of Bianjing. In-depth study of the relationship between traditional banking services and the Internet environment. Find out the relevant theoretical research in combination with strategic management. The current situation of the business of the Bank of Agriculture and Commercial Bank of Bianjing, analyze the external business environment of the political, economic, social and technological environment faced by small and medium-sized banks, such as the Beijing Rural Commercial Bank, and analyze the small and medium-sized banks at home and abroad. The business overview provides a reference for the reform of the Bank of Agriculture and Commercial Bank of Bianjing. Using SWOT analysis methods, literature research and other methods to analyze the external opportunities and challenges faced by farmers, as well as the advantages and disadvantages of the banks themselves, and put forward strategic development plans such as specialized operations and differentiated services, and analyze possible developments. Difficulties and obstacles. The paper starts with a review of the relevant research status of domestic and foreign commercial banks' marketing strategies. Through the research on the marketing strategy of Bianjing Rural Commercial Bank, it provides a feasible solution for its market competitive advantage, profitability and income organization reform. The medium and long-term development of the bank provides theoretical guidance and reference for the healthy and sustainable development of the Bank of Agriculture and Commercial Bank of Bianjing. At the same time, I also hope to provide reference and reference for other rural commercial banks in Henan Province, to analyze their specific problems, and to develop their own marketing strategies to provide some ideas. KEY WORDS: Bianjing Rural Commercial Bank, Internet +, Marketing strategyV 目 录 摘要 ...........................................................................................................................................I ABSTRACT..............................................................................................................................III 1 绪 论.......................................................................................................................................1 1.1 研究背景.......................................................................................................................1 1.2 研究目的和意义...........................................................................................................2 1.2.1 研究目的.............................................................................................................2 1.2.2 研究意义.............................................................................................................3 1.3 研究方法.......................................................................................................................3 1.3.1 文献研究法.........................................................................................................3 1.3.2 SWOT 分析法 .....................................................................................................3 1.3.3 实地调查法.........................................................................................................4 1.3.4 案例分析法.........................................................................................................4 1.4 研究内容.......................................................................................................................4 1.5 研究思路.......................................................................................................................5 1.6 创新之处.......................................................................................................................5 2 国内外相关研究综述.............................................................................................................7 2.1 营销策略组合理论.......................................................................................................7 2.1.1 4P 理论 ................................................................................................................7 2.1.2 4C 理论 ................................................................................................................7 2.1.3 “互联网+”理论....................................................................................................7 2.2 银行营销相关研究.......................................................................................................8 2.2.1 国外关于银行营销的概念界定.........................................................................8 2.2.2 国内关于银行营销的概念界定.........................................................................8 2.3 互联网金融相关研究...................................................................................................9 2.3.1 互联网金融的界定.............................................................................................9 2.3.2 互联网金融的特征...........................................................................................10VI 2.3.3 国外对互联网金融的研究...............................................................................11 2.3.4 国内对互联网金融的研究...............................................................................11 2.4 总结.............................................................................................................................12 3 案例介绍...............................................................................................................................13 3.1 汴京农商银行基本情况概述.....................................................................................13 3.1.1 经营情况...........................................................................................................14 3.1.2 组织架构和人员情况.......................................................................................14 3.1.3 基本业务介情况...............................................................................................14 3.2 汴京农商银行现行营销现状分析.............................................................................15 3.2.1 市场定位...........................................................................................................15 3.2.2 营销渠道建设...................................................................................................16 3.2.3 产品业务创新...................................................................................................16 3.2.4 品牌建设...........................................................................................................17 3.2.5 促销策略...........................................................................................................18 4 汴京农村商业银行营销中存在的问题...............................................................................19 4.1 客户忠诚度下降.........................................................................................................19 4.2 营销渠道建设不足.....................................................................................................19 4.3 产品竞争力不足.........................................................................................................20 4.4 产品定价缺乏灵活性.................................................................................................20 4.5 服务质量有待提高.....................................................................................................20 4.6 对商业银行营销认识不足.........................................................................................21 5 “互联网+”背景下汴京农商银行营销环境分析..................................................................23 5.1 优势（Strengths）......................................................................................................23 5.1.1 地缘优势...........................................................................................................23 5.1.2 业务渠道方面...................................................................................................23 5.1.3 利率市场化方面...............................................................................................24 5.1.4 资源配置方面...................................................................................................24 5.2 劣势（Weakness） ....................................................................................................24 5.2.1 农村金融市场竞争加剧...................................................................................24VII 5.2.2 风险管控难度大...............................................................................................25 5.2.3 中间业务发展缓慢...........................................................................................25 5.2.4 企业转型仍不彻底...........................................................................................26 5.3 机遇（Opportunity） .................................................................................................27 5.3.1 国家政策支持...................................................................................................27 5.3.2 客户需求转变...................................................................................................27 5.3.3 交易双方信息不对称性...................................................................................27 5.4 威胁（Threats）.........................................................................................................28 5.4.1 利率方面...........................................................................................................28 5.4.2 银行收入方面...................................................................................................28 5.4.3 互联网的不稳定性...........................................................................................29 6 “互联网+”背景下汴京农商银行营销策略重点..................................................................31 6.1 定位策略.....................................................................................................................31 6.2 产品策略.....................................................................................................................31 6.3 价格策略.....................................................................................................................32 6.3.1 高价策略...........................................................................................................33 6.3.2 渗透性定价策略...............................................................................................33 6.3.3 竞争性价格策略...............................................................................................33 6.4 渠道策略.....................................................................................................................34 6.5 优化服务.....................................................................................................................34 7 “互联网+”背景下汴京农商银行营销策略实施保障..........................................................37 7.1 建立健全市场营销体制.............................................................................................37 7.2 打造“互联网+”模式营销团队...................................................................................37 7.3 完善考核制度.............................................................................................................38 7.4 加强“互联网+”专题培训...........................................................................................38 7.5 打造市场化管理机制.................................................................................................39 7.6 创新个性化金融产品.................................................................................................39 7.7 提升服务水平，增加客户黏性.................................................................................40 8 结论与展望...........................................................................................................................41VIII