摘要
摘要
在利率市场化、金融脱媒、互联网金融的冲击下，传统粗放型的银行业务
运作模式发展受阻，随着相关问题不断凸显，各商业银行逐渐认为拓展社区银
行板块是实现银行零售转型的有效途径。在此背景下，Q银行结合自身的条件，
确立了零售转型的战略，将社区银行作为零售转型的先驱战场，加快行内社区
银行的建设并取得了一定的成果。由于社区银行正经历着结构性全面调整、创
新阶段，在此过程中，相关问题凸显而出，例如产品种类单一、定价利润偏低、
渠道创新不足、活动效益性低、人员考核不佳、网点特色不够、过程管理缺失
等。
为更好地研究社区银行的发展模式，本文在梳理国内外相关文献、社区银
行营销策略理论的基础上，分析总结了 Q银行社区银行目前的发展现状及存在
的问题。本文运用 PEST和波特五力工具，对 Q银行社区银行发展所面临的宏
观环境、行业竞争环境进行了充分分析；在此背景下，结合 SWOT分析工具确
认 Q银行发展社区银行所面临的内部优势与劣势、外部机会与挑战；最后，采
用 STP策略进行市场细分及定位。
针对银行业的服务特性，本文选用了 7Ps服务营销策略，分别从产品策略、
价格策略、渠道策略、促销策略、人员策略、有形展示策略、过程化管理策略
七个方面制定了 Q银行社区银行的营销策略实施措施。并从组织架构、人员支
持、制度建设及财务技术资源四个方面提出了营销策略保障措施，以促进 Q银
行社区银行的健康持续发展，同时也为其他商业银行发展社区银行业务提供参
考及借鉴意义。
关键词：社区银行；营销策略；7Ps营销策略
I

华侨大学硕士学位论文
Abstract
Under the impact of interest rate marketization, financial disintermediation
and Internet finance, the development of traditional crude banking business
operation mode has been hindered. As related problems continue to be
highlighted, commercial banks gradually consider expanding community
banking segment as an effective way to realize retail transformation of banks.
In this context, Q Bank has established a retail transformation strategy,taking
community banking as a pioneering battlefield for retail transformation,
accelerating the construction of community banking within the bank and
achieving certain results, taking into account its own conditions. As
community banks are go through a phase of comprehensive structural
adjustment and innovation, related problems have come to the fore in this
process,such as single product range, low pricing profitability, insufficient
channel innovation, low activity effectiveness, poor personnel assessment,
insufficient branch characteristics, and lack of process management.
In order to better study the development mode of community banks, this
paper analyzes and summarizes the current development status and
problems of community banks of Q Bank based on combing relevant domestic
and international literature and theories of community bank marketing
strategies. Using PEST and Porter's five Forces tool, this paper fully analyzes
the macro environment and industry competition environment facing the
development of Q Bank’s community banks; against this background, it
combines SWOT analysis tools to identify the internal strengths and
weaknesses, external opportunities and challenges facing Q Bank’s
community banks development; finally, it adopts STP strategy for market
segmentation and positioning.
In view of the service characteristics of the banking industry, this paper
selects the 7Ps service marketing strategy and develops the marketing strategy
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