近年来，我国银行业对外开放的力度逐渐加大，互联网金融得到 了前所未有的发展，国内银行的数量随之不断增加，客户的金融需求 也日益呈现出多样化的发展趋势，国内商业银行业正面临新的机遇与 挑战。目前各种类型的商业银行点多面广、分布广泛，彼此之间的竞 争异常激烈。面对竞争，株洲市A业内作为一家具有30多年发展历 史的典型的城市商业银行，如何结合自身特点，改进服务营销，促进 利润增长，已成为亟待解决的现实问题。株洲市A银行要想在激烈的 市场竞争中获得优势，就必须加快金融业务的发展，持续提高服务质 量、客户满意度和市场占有率，而金融业务能否成功发展在很大程度 上取决于银行自身的服务营销策略的正确与否。所以，株洲市A银行 必须改变过去忽视服务营销的做法，寻找出一条切合自身实际的服务营 销之路。 本文以株洲市A银行服务营销为研究对象，以现代市场营销理论 和企业战略理论为指导，结合株洲市A银行的发展实际，对株洲市A 银行服务营销策略展开了系统研究。采用文献研究法，系统梳理了商 业银行服务营销国内外研究现状，对商业银行及其服务营销的相关理 论知识作了介绍，为全文提供理论基础。运用调查法和演绎归纳法， 对株洲市A银行业务发展现状和顾客满意度、服务营销存在的问题以 及面临的优势与劣势、机遇与威胁进行了比较详尽的总结与分析。在对 株洲市A银行服务营销进行市场细分、市场定位与目标市场选择的基础 上，基于4Cs理论从顾客、成本、便利和沟通四个方面提出了株 II 洲市A银行服务营销组合策略。最后，为保障服务营销策略的有效实 施，分别制度、人才、技术和企业文化等方面提出了保障措施。 关键词：商业银行，服务营销，市场细分，4Cs营销组合 III Abstract WithgradualopeningupofChina’sbankingindustry,development ofInternetfinanceandincreasingnumberofbankinginstitutions,the domesticbankingindustryisconstantlyfacingnewopportunitiesand challenges.State-ownedcommercialbanksandothercommercialbanks arewidelydistributed,andcompetitioninthefinancialsectorisextremely fierce.Inthefaceofcompetition,ithasbecomearealisticproblemtobe solvedonhowtocombineitsowncharacteristics,improveservice marketing,andpromoteprofitgrowthforAindustry,atypicalurban commercialbankwithmorethan30yearsofdevelopmenthistoryin Zhuzhoucity.IfABankofZhuzhouCitywantstogainanedgeinthe fiercemarketcompetition,itmustacceleratethedevelopmentoffinancial businessandcontinuouslyimproveservicequality,customersatisfaction andmarketshare.Thesuccessoffinancialbusinessdepends,toalarge extent,ontheservicemarketingstrategyofthebank.Therefore,ABank ofZhuzhouCitymustchangethepastpracticeofneglectingservice marketingandfindaservicemarketingstrategythatconformstoitsactual situation. TakingtheservicemarketingofABankofZhuzhouCityasthe researchobject,basedonthemodernmarketingtheoryandcorporate strategytheoryandcombinedwiththepracticaldevelopmentofABankof IV ZhuzhouCity,thispaperstudiestheservicemarketingstrategyof ZhuzhouCityABanksystematically.Theliteratureresearchmethodis usedtoreviewtheresearchstatusofcommercialbankingservice marketingathomeandabroadsystematically,andrelevanttheoretical knowledgeofcommercialbanksandtheirservicemarketingisintroduced toprovidetheoreticalbasisforthepaper.Bysurveymethodanddeductive inductionmethod,thepapergivesadetailedsummaryandanalysisonthe developmentstatusoftheBank’sbusiness,customersatisfaction,existing problemsofpresentservicemarketingaswellastheadvantagesand disadvantages,opportunitiesandthreatsconfronted.Basedonthemarket segmentation,marketpositioningandtargetmarketselectionofthe servicemarketingofthebankandfromtheperspectiveof4Cstheory,the paperputsforwardtheZhuzhouCityABank’sservicemarketing combinationstrategyfromfouraspects:customer,cost,convenienceand communication.Atlast,inordertoensuretheeffectiveimplementationof servicemarketingstrategies,safeguardmeasuresareproposedforsystems, talents,technologyandcorporateculture. Keywords:commercialbanking,servicemarketing,market segmentation,4Cs. 目录 中文摘要..........................................................................................................................I 英文摘要....................................................................................................................IIIIII 第一章绪论..................................................................................................................1 1.1研究背景与意义.................................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义....................................................................................................2 1.2国内外研究现状与述评....................................................................................3 1.2.1国外研究现状............................................................................................3 1.2.2国内研究现状............................................................................................5 1.2.3述评7 1.3研究内容............................................................................................................8 1.4研究思路与研究方法........................................................................................8 1.4.1研究思路....................................................................................................8 1.4.2研究方法....................................................................................................8 第二章相关概念与相关理论......................................................................................10 2.1相关概念...........................................................................................................10 2.1.1商业银行及其业务范围..........................................................................10 2.1.2服务营销与银行服务营销......................................................................10 2.2相关理论..........................................................................................................12 2.2.14Cs理论..................................................................................................12 2.2.2STP理论..................................................................................................12 2.2.3顾客让渡价值理论.................................................................................13 第三章株洲市A银行服务营销现状分析.................................................................15 3.1株洲市A银行发展现状.................................................................................15 3.1.1A商业银行简介......................................................................................15 3.1.2业务种类与人员配置..............................................................................15 3.1.3业务发展现状..........................................................................................17 3.2株洲市A银行服务营销顾客满意度调查.....................................................18 3.2.1问卷设计与样本选择..............................................................................18 3.2.2信度与显著性检验..................................................................................19 3.2.3因子分析..................................................................................................20 3．2．3回归分析..................................................................................................21 3.3株洲市A银行服务营销存在的问题.............................................................23 3.3.1服务营销理念亟待加强..........................................................................23 3.3.2制度失衡与激励机制不完善..................................................................23 3.3.3产品服务同质化比较严重......................................................................24 3.3.4服务营销管理比较粗放..........................................................................25 3.3.5服务标准化、规范化程度不高..............................................................26 3.4株洲市A银行服务营销SWOT分析.............................................................26 3.4.1竞争优势..................................................................................................26 3.4.2竞争劣势.....................................