随着经济的发展与社会的进步，尤其是社区经济的蓬勃兴起，社区银行在国内外 都引起了广泛关注。社区银行在国外的发展明显比中国好，因为它已经成功在金融体 系中找寻到了自己的位置。现在金融界的经济发展迅猛发展已经达到了一个新的高度， 由此产生的金融需求为社区银行的发展提供了契机。在当前银行业的监管要求和趋势 的推动下，我们必须继续规范社区银行的发展。在国内，我国经济的发展给金融提出 了较大的要求，因此社区银行也拥有发展的基础。然而，我国的银行业仍处于起步阶 段。由于社区银行的定义是不明确的，缺乏相应的配套机构和完善的监管，对企业发 展社区银行的暴露出了一些问题。 本文以MS银行南京分行社区银行为研究对象，主要运用了文献调查、实地调研 和市场问卷调查等三种研究方法?结合市场营销相关理论，根据MS银行南京分行社 区银行的目前营销情况分析，找出其在营销过程中存在的问题和原因。通过运用STP 策略对营销目标市场进行了再细分、选择和定位，就MS银行南京分行社区银行在营 销策略的选择上分别从产品、价格、促销、渠道、服务营销的人员等一系列相关方面 实施对应的优化，同时巧妙的运用差异化、功能化以及反应、关系等营销组合理论， 提出针对MS银行南京分行社区银行有效的营销策略，另外指出了经过改良企业架构， 加强分行管理部门、加强服务方面的意识，增强社区银行的专业管理、健全考核系统 等一系列相关部分的保障性措施去保证营销策略能够成功执行。 相信通过实践的不断检验，本策略能够对于MS银行南京分行社区银行在营销工 作方面起到一定的作用。同时，本研究不仅对MS银行南京分行社区银行分析社区银 行的稳健发展有一定的帮助，也可为其他商业银行开展社区银行服务提供有效的参考。 关键词：社区银行，市场营销，市场细分，营销组合，营销策略 II Abstract With the development of the economy and the progress of society, especially the booming of the community economy, community banks have attracted widespread attention at home and abroad. The development of community banks abroad is obviously better than that of China, because it has successfully found its own position in the financial system. At home, the development of China's economy has put forward greater requirements for finance, so the foundation of development of community banks also has . However, China's banking industry is still in its infancy. Since the definition of community banks is not clear, the lack of corresponding supporting institutions and perfect supervision has exposed some problems for the development of community banks. Now the rapid development of the economic development of the financial sector has reached a new height, and the resulting financial demand provides an opportunity for the development of community banks. Driven by the current banking regulatory requirements and trends, we must continue to regulate the development of community banks. This paper takes MS Bank Nanjing Bank Community Bank as the research object, mainly uses three research methods: literature survey, field research and market questionnaire survey. Combined with marketing related theory, according to the current operation of MS Bank Nanjing Bank Community Bank, through the use of STP The strategy has segmented, selected and positioned the marketing target market, so as to study the marketing strategy of MS Bank Nanjing Bank Community Bank from the product, price, channel and promotion strategies, as well as the service marketing personnel, tangible The display and process management strategies were analyzed.At the same time, do marketing mix strategy design from the variation ,versatility,value,vibration etc and also the effective marketing strategies for MS Bank Nanjing Bank Community Bank were proposed.To ensure the implementation of marketing strategy and maketing tactics,we will put forward concrete measures like optimizing the organizational structure, strengthening the management ,strengthening the service consciousness, cultivating advanced enterprise culture,strengthening the leadership management ,talent reserve and perfecting assessment system. It is believed that this strategy can play a certain role in the marketing work of MS Bank Nanjing Branch Community Bank through the continuous test of practice. At the same time, this study not only helps MS Bank Nanjing Branch Community Bank to II III analyze the steady development of community banks, but also provides effective reference for other commercial banks to carry out community banking services. Key words: Community Banks,Marketing Concept,Marketing Segmentation,Marketing Mix,Marketing Strategy 目录 IV 目录 摘要 ..................................................................I Abstract ................................................................II 第1章 绪论 .............................................................1 1.1研究背景及研究意义 ...............................................1 1.2研究内容及目的 ...................................................2 1.3 技术路线及方法 ..................................................3 1.4创新点 ...........................................................6 第2章 相关理论基础与国内外文献综述 .....................................7 2.1相关概念的研究 ...................................................7 2.1.1 商业银行 ...................................................7 2.1.2 社区银行 ...................................................7 2.1.3 市场营销 ...................................................8 2.2相关理论基础 .....................................................8 2.2.1 STP理论 ...................................................8 2.2.2营销组合理论 ..............................................10 2.2.3服务营销理论 ..............................................12 2.3理论应用的文献综述 ..............................................14 2.3.1 STP理论在银行方面的应用 ..................................14 2.3.2营销组合理论在银行方面的应用 ..............................14 2.3.3服务营销理论在银行方面的应用 ..............................16 2.4小结 ............................................................16 第3章MS银行南京分行社区银行的现状分析 ...............................17 3.1 MS银行南京分行社区银行的现状 ..................................17 3.2 MS银行南京分行社区银行营销的STP分析 ..........................17 3.2.1市场细分 ..................................................17 3.2.2选择目标市场 ..............................................18 3.2.3市场定位 ..................................................19 3.3 MS银行南京分行社区银行的营销策略现状分析 ......................19 3.3.1产品策略 ..................................................19 3.3.2价格策略 ..................................................22 3.3.3渠道策略 ..................................................22 目录 V 3.3.4促销策略 ..................................................23 3.4 MS银行南京分行社区银行营销存在的问题 ..........................23 3.4.1市场定位不准确 ............................................23 3.4.2产品单一 ..................................................25 3.4.3产品的手续费过高 ..........................................25 3.4.4宣传渠道不全面 ............................................26 3.4.5促销方式不新颖 ............................................27 3.4.6客户服务不到位 ............................................27 3.4.7小结 ......................................................28 3.5 MS银行南京分行社区银行营销问题的原因 ..........................30 3.5.1目标客户群选择存在偏差 ....................................30 3.5.2产品创新效率较低 ..........................................30 3.5.3新产品领域市场竞争力较弱 ..................................30 3.5.4无差异化营销 ..............................................31 3.5.5员工队伍整体素质不高 ......................................31 第4章 MS银行南京分行社区银行的新营销策略建议 ........................33 4.1构建新营销策略的理论框架 ........................................33 4.2 新营销策略的相关建议 ...........................................33 4.2.1 基于STP分析法方面的建议 .................................33 4.2.1.1市场细分 .............................................34 4.2.1.2选择目标市场 .........................................35 4.2.1.3市场定位 .............................................36 4.2.2基于营销组合理论的营销策略 .........