The Research on the Customer’s Marketing Strategy
of the Yichun Branch of Agriculture Bank
Candidate :Liushuai
Supervisor :Prof.Yangguibin
Academic Degree Applied for :Master of Business Administration
Specialty :Master of Business Administration
Date of Submission :Oct，2011
Date of Oral Examination :March，2012
University :Harbin Engineering University
摘要
随着我国金融体制改革的不断深化，银行业的竞争日趋剧烈，尤其在个人客户领域
的竞争更是白热化。如何提高商业银行在个人客户领域的营销能力以适应商业银行竞争
的需要，是国内商业银行目前所面临的共性问题。农行伊春市分行要想在激烈的市场竞
争中独占鳌头，则必须借鉴国内外商业银行先进的营销理论及经验，并立足于地处林区
经济欠发达的实际状况，实施明确的个人客户细分和市场定位过程，制订并不断完善市
场营销策略，持续提高服务水平，增强自身其核心竞争能力。虽然目前农行伊春市分行
认识到，市场营销在农行伊春市分行发展中扮演着举足轻重的角色，而且在实际工作实
践中确实引入了营销理论和观念，但是整体运用市场营销策略来进行个人客户的营销管
理还存在诸多问题。

本文首先介绍了本文的研究背景、目的及意义，然后回顾了商业银行市场营销理论
发展的国内外研究现状，结合农行伊春市分行内、外部营销环境的分析，对农行伊春市
分行的个人客户市场进行细分、目标市场选择和市场定位进行了分析。最后，提出适合
农行伊春市分行个人客户的营销策略和保障措施，从而帮助农行伊春市分行获取竞争优
势。本文的研究成果，有助于农行伊春市分行创新自己在个人客户领域的营销策略，提
高核心竞争力，从而使得农行伊春市分行能够提升自己的盈利水平，在银行业取得成功。

关键词：农行伊春市分行；个人客户；营销策略
Abstract
Along with the deepening of the reform of the financial system, banking competition
becomes more and more drastically. How to improve the marketing ability of commercial
banks to adapt to the needs of the competition among banks , is the same problem which the
commercial banks face. If the ABC of Yichun wants to lead the market of banks, it has to
learn the advanced marketing theory and the experience of foreign banks .At the same time ,
we must consider the backward economy in Yichun, In order to improve the core competitive
ability , we can take measures like customer segmentation , market positioning process,
developing marketing strategy, improvingthe service level. Although the ABC of Yichun
realizes the importance of marketing management during the development of the bank, there
are also many problems when we put the marketing management into application.
First, the article introduce the background , purpose, significance of the research . Then,
review the development of commercial bank&39;s marketing theory research situation. We
analysis the Internal and external marketing environment of ABC in Yichun. We also analysis
the market segmentation, target market, market positioning of ABC. Last, this article proposes
some marketing strategy and safeguard measures, so as to help the bank get advantage . The
result of this article can help the bank innovate the marketing strategy, improve the core
competitive power, Then, we can not only improve the profitability of the bank but also lead
to the success .
Key words：The Yichun branch of agriculture bank；Marketing；Strategy
目录
第1章 绪论......1
1.1 论文研究背景目的及意义......1
1.1.1 论文研究背景....1
1.1.2 论文研究目的及意义....2
1.2 国内外研究现状..........3
1.2.1 国外研究现状....3
1.2.2 国内研究现状....4
1.2.3 对国内外研究现状的评述........5
1.3 论文的主要内容和研究方法..5
1.3.1 论文的主要内容5
1.3.2 论文的研究方法6
1.4 论文的创新之处..........7
第2章 农行伊春市分行个人客户营销现状分析......8
2.1 农行及农行伊春市分行概况..8
2.2 农行伊春市分行个人客户营销现状..8
2.2.1 个人客户的结构现状....8
2.2.2 个人客户的营销理念现状........9
2.2.3 个人客户的营销渠道现状........9
2.2.4 个人客户的产品组合现状........9
2.2.5 个人客户的营销方式及手段现状......10
2.3 农行伊春市分行在个人客户营销中存在的问题....10
2.4 农行伊春市分行个人客户营销问题的成因分析....11
2.5 本章小结........12
第3章 农行伊春市分行个人客户营销环境分析....13
3.1 农行伊春市分行区域环境分析........13
3.1.1 自然地理情况..13
3.1.2 城市和人口情况..........14
3.1.3 经济发展情况..14
3.2 农行伊春市分行同业竞争对比分析15
3.2.1 辖内四家国有商业银行经营现状分析..........15
3.2.2 同业网点数量对比分析..........17
3.2.3 同业个人客户综合对比分析..18
3.3 农行伊春市分行个人客户营销环境的SWOT分析19
3.3.1 竞争优势分析..19
3.3.2 竞争劣势分析..19
3.3.3 面临的机会分析..........20
3.3.4 面临的威胁分析..........20
3.3.5 SWOT综合分析21
3.4 本章小结........22
第4章农行伊春市分行个人客户细分和目标市场定位..23
4.1 农行伊春市分行个人客户细分与目标市场选择....23
4.1.1 个人客户细分..23
4.1.2 个人客户营销目标市场选择..24
4.2 农行伊春市分行个人客户营销定位25
4.2.1 个人客户营销管理定位..........25
4.2.2 服务于个人客户的品牌定位和形象定位......26
4.2.3 个人客户营销理念定位..........27
4.3 本章小结........27
第5章 农行伊春市分行个人客户营销组合策略....28
5.1 产品策略........28
5.2 服务策略........28
5.2.1 实施文明标准化服务..28
5.2.2 实施分层维护服务......29
5.2.3 大堂制胜..........29
5.3 促销策略........30
5.3.1 广告促销.....30
5.3.2 公共关系营销..31
5.3.3 营业推广促销..32
5.3.4 新兴电子渠道促销......32
5.4 渠道策略........32
5.4.1 兴建24小时自助银行32