近年来，随着我国金融改革开放和科技金融的发展，金融市场中商业银行和金融 机构数目逐年持续增多，竞争不断加剧。金融科技公司利用科技手段 ，在支付、融资 等领域挤压银行业务市场份额。我国对外贸易额的持续稳定增长，商业银行国际业务 服务需求随之增加，使得国际业务对于银行的业绩提升发挥愈来愈重要的作 用。另外， 在我国扶持小微企业、支农支小的政策导向下，一些大型国有银行也纷纷进军农村金 融市场。中小商业银行特别是农村商业银行因为自身规模小，资金不足等因素如 何在 剧烈竞争市场中保留客户，保持市场份额是一个值得探讨的问题。 本文通过参阅外经贸发展、市场营销、服务营销、关系营销、网络营销相关研究 文献及书籍，运用 PEST 等常用工具分析了 Y 农村商业银行的外部政治政策法规环境、 国内经济、本地经济、金融银行行业技术发展环境及现状和社会环境如互联网、移动 设备、自动化设施的广泛应用 对行业带来的变化和挑战等；运用 SWOT 分析工具理论 分析了该银行的内部能力方面的优势及不足，优势如决策灵活，贴近客户等；劣势如 管理观念陈旧、外汇资金规模较小， 业务种类较单一，营销渠道单一、促销手段落后、 科技技术投入和科技手段落后导致市场优势未能充分发挥等；外部机会如人民币的国 际化带来的机遇、当地民营企业集群发展 优势且增长迅猛、政策倾斜、政府服务审批 流程改革等。后面文章以服务营销理论为指导，通过市场调查结合内部情况找出了该 行国际业务营销过程中在 7 个要素如产品策略、 定价策略、营销渠道策略、促销策略、 操作、审批流程、内外部人员管理，外部人员关系维护与管理、营业场所有形展示等 方面存在的问题，针对这些问题提出了 Y 农村商业银 行国际业务的营销组合策略，从 每个要素分别提出改进和优化建议，产品策略方面优化核心产品、创造和传递新服务 并推出顾客保留计划；定价策略方面首先明确定价策略，再 确定费率类别并管理地日 常定价管理；渠道策略方面在充分利用现有网点的基础上，做好传统营销，并借助外 部平台，大力拓展新兴的网络营销渠道；促销策略方面首先加强客 户经理关系营销， 并增强数字营销宣传力度；人员策略方面要提高整体服务营销意识并加强员工培训激 励与关怀以增强内部积极性；过程管理策略要进行业务流程再造管理，建 立集中处理 系统并积极应对各种矛盾冲突和紧急事件；有形展示策略方面要改善服务场景展示，III 优化信息和价格展示并成立该行的有形展示委员会。接下来整合各服务要素， 在法律 合规、风险管理、科技技术、人员保障等方面提出了具体的实施及保障措施，以确保 营销策略的顺利进行。文章最后对于全文进行总结展望，并提出今后希望进一步研究 的相关话题。 关键词：农村商业银行，国际业务，营销策略，7Ps 服务营销IV Abstract International business has been playing an increasing important role in improving performance of commercial bank in recent years. Many banks in China have got their permission for international business from China Bank regulators and have their share in local marketing running international business. However, recently, affected by many internal and external elements, international business in rural commercial banks are growing very slowly even with market share dropping. To survive and develop in the highly competitive market, rural commercial banks need make full use of their own strength—much more offices presence in the local marketing than Chinese state-owned banks, good networking with local residents as well as the favorable government policies to a segment of customers which they serve. It is becoming an urgent need for rural commercial banks to establish an optimized marketing strategy for international business marketing, to find more business opportunity, to maintain current marketing share. Takes Y Rural Commercial bank as a research sample, based on the current development of banks’ international business, the paper describes current marketing conditions and puts forward to a new marketing strategy. Firstly, it outlines marketing background and meaningfulness of the writing, explains the related marketing theory and knowledge of bank international business; secondly, it analyzes bank’s international business marketing practices with regard to its macro-environment, micro-environment, with a SWOT tool help to understand the banks’ marketing position and marketing strategy; Thirdly, it elaborates the banks’ international business marketing and operations status, and then presents issues that hinder the banks’ international business growth. Fourthly, it designs the marketing strategies in several aspects of banking service strategy; Finally, it provides for actions needed to ensure the smooth implementation of the daily marketing plans.。。。。。。以下内容略