近年来，国民经济的飞速发展，以商业银行为代表的金融行业做出了突出贡 献。公司业务作为银行传统业务中的基石，在资产规模、营业收入、利润等方面 占据半壁江山。新经济形式下，商业银行公司业务的发展受到多方因素的影响， 也遇到了严峻挑战。内部而言，政策性银行、大型国有银行、股份制商业银行和 地方银行互相抢占市场份额；外部而言，以券商、信托、保险为代表的其他非银 金融机构资本市场的深度介入，都在挤压银行传统公司业务的发展空间，公司业 务买方市场已然形成。以银行为中心的卖方市场到以客户为中心的买方市场的转 变，使商业银行传统营销手段和金融产品已很难应对当前市场的竞争态势，传统 营销体制和营销理念都需要进行根本性的变革。此背景下，商业银行公司业务的 发展和推进需要通过新的营销策略和营销手段，在以市场为导向，客户为中心的 营销理念参与市场。在相对充分的市场竞争中，营销手段的合理使用成为商业银 行抢占公司业务市场的重要利器。客户细分和差异化营销作为市场营销的重要理 论，开始成为商业银行公司业务开拓市场的营销策略，本文主要通过客户细分、 差异化营销等方法的分析和运用，为H银行Z市分行公司业务的发展寻找可行的 策略。 分析发现H银行Z市分行公司业务营销体系存在客户管理体系较为落后、企 业品牌定位不清晰、金融产品和服务不具备差异化设计和特色、风险控制对差异 化营销的影响等问题，影响着H银行公司业务的营销推广。 本文运用客户细分理论分析H银行Z市分行公司业务的细分市场、市场定位 确定目标市场，将目标市场划分为积极进入、谨慎进入、禁止接入三类，根据目 标市场的客户贡献度，锁定目标客户群体。进而在产品、服务、风险控制、费用、 营销机制、客户动态化管理六个方面制定针对性的差异化营销策略，完善H银 行Z市分行的差异化营销体系。同时，通过建立完善的客户管理体系和跟踪评价 机制、加强市场营销人员差异化营销策略的理论培训和业务指导、提升金融产品 和服务的差异化、与后台支撑部门建立客户信息和需求的交换共享机制等方面的 制度保障，实现H银行Z市分行公司业务差异化营销的体系优化。 VI 关键词：客户细分理论；STP分析法；差异化营销； VII Abstract Inrecentyears,thefinancialindustryrepresentedbycommercialbankshasmade outstandingcontributions.Asthecornerstoneoftraditionalbankingbusiness, corporatebusinessaccountsforhalfofthetotalassets,operatingincomeandprofits. Intheneweconomicform,thedevelopmentofcommercialbank'scorporatebusiness isaffectedbymanyfactors,butalsometwithseverechallenges.Internally,policy banks,largestate-ownedbanks,joint-stockcommercialbanksandlocalbanksseize marketsharewitheachother.Externally,thedeepinvolvementofothernon-bank financialinstitutions,suchassecuritiesfirms,trustsandinsurance,inthecapital marketsqueezesthedevelopmentspaceofbank'straditionalcorporatebusiness,and thebuyer'smarketofcorporatebusinesshasalreadytakenshape.Thechangefromthe bank-centeredsellermarkettothecustomer-centeredbuyermarkethasmadeit difficultforcommercialbankstocopewiththecurrentmarketcompetitionsituation byusingtraditionalmarketingmethodsandfinancialproducts.Thetraditional marketingsystemandmarketingconceptsneedtobefundamentallychanged.Under thisbackground,thedevelopmentandpromotionofcommercialbank'scorporate businessneedtoparticipateinthemarketthroughnewmarketingstrategiesand marketingmeans,market-oriented,customer-centeredmarketingconcept.Inthe relativelyfullmarketcompetition,therationaluseofmarketingmeanshasbecomean importantweaponforcommercialbankstoseizethebusinessmarketofthecompany. Asanimportanttheoryofmarketing,customersegmentationanddifferential marketinghasbecomeamarketingstrategyforcommercialbankstodeveloptheir business.Thispapermainlyanalyzesandappliesthemethodsofcustomer segmentationanddifferentialmarketingtoprovidefeasiblestrategiesforthebusiness developmentofHbank. Throughtheanalysis,itisfoundthatthebusinessmarketingsystemofHBank Companyhassomeproblems,suchasthebackwardcustomermanagementsystem, VIII theunclearenterprisebrandpositioning,thelackofdifferentiateddesignand characteristicsoffinancialproductsandservices,theimpactofriskcontrolon differentiatedmarketing,andsoon,whichaffectthemarketingpromotionofHBank Company'sbusiness. Inthispaper,STPtheoryisusedtoanalyzethebusinesssegmentationmarket andmarketpositioningofHBankCompanytodeterminethetargetmarket.Thetarget marketisdividedintothreecategories:activeentry,cautiousentryandprohibitionof access.Accordingtothecustomercontributionofthetargetmarket,thetarget customergroupislocked.Andthenintheproduct,service,riskcontrol,cost, marketingmechanism,customerdynamicmanagementsixaspectsoftheformulation oftargeteddifferentialmarketingstrategies,improvetheHbankdifferential marketingsystem.Atthesametime,throughrealizingthetheoreticaltrainingand businessguidanceofmarketingpersonnel'sdifferentiatedmarketingstrategy, establishingperfectcustomermanagementsystemandtrackingevaluationmechanism, establishingexchangeandsharingmechanismofcustomerinformationanddemand withbackstagesupportdepartments,improvingtheperformanceevaluation mechanismandotheraspectsofthesystemguarantee,thebusinessofHBank Companywillberealized.Theoptimizationofdifferentiatedmarketingsystem. Keywords:CustomerSegmentationTheory；STPAnalysis；Differentiated Marketing IX 目录 摘要............................................................................................................................IV Abstract.......................................................................................................................VII 第1章绪论................................................................................................................1 1.1研究背景..............................................................................................................1 1.2研究目的和意义..................................................................................................1 1.2.1研究目的........................................................................................................1 1.2.2研究意义........................................................................................................2 1.3国内外研究现状.................................................................................................3 1.3.1有关差异化市场营销的研究现状................................................................3 1.3.2有关客户细分的研究现状............................................................................4 1.3.3简要评述........................................................................................................5 1.4研究方法和研究内容.........................................................................................6 1.4.1研究方法.......................................................................................................6 1.4.2研究内容.......................................................................................................7 1.5研究思路..............................................................................................................8 本文的研究思路如下图1-1所示：.........................................................................8 1.6本章小结..............................................................................................................8 第2章相关概念及理论基础....................................................................................10 2.1相关概念...........................................................................................................10 2.1.1差异化营销..................................................................................................10 2.1.2客户细分......................................................................................................10 2.1.3商业银行公司业务......................................................................................11 2.2理论基础...........................................................................................................12 2.2.1客户细分理论..............................................................................................12 2.2.2差异化营销理论..........................................................................................13 2.2.3STP理论......................................................................................................15 2.3本章小结..........................................