摘要
摘要
近年来，随着乡村振兴战略的提出，农业农村经济将是未来一段时间的发展
重心，同时，大中型银行对农村市场的态度从原来的“大撤退”趋势，逐渐变成
了“大进军”的趋势，金融市场竞争态势加剧。为能更加高效的应对环境变化，
确保在市场竞争中占据更大优势，云南 M农村商业银行必须要改善现有的营销
策略，加大营销力度，使服务营销的相关理论知识变得更加丰富，让服务营销策
略既能够适应市场，也能满足客户实际需求，力争对同类农村商业银行的服务营
销策略体系提供借鉴价值。本文通过运用文献分析、问卷调查、案例分析等研究
方法，收集整理 M行近五年存款、贷款、客户，等数据包括同业竞争情况，对
农商行的营销现状进行分析，并结合调查问卷的方式发现目前 M农商行存在着
产品结构单一、定价模式传统、促销方式落后、渠道结构失衡、服务人员两极分
化严重、有形展示不合理和服务流程管理不完善等问题。通过运用 PEST、竞争
环境分析、SWOT分析等分析工具，对云南 M农商行的服务营销环境进行了详
细的分析，结合 7P营销理论，从加大产品创新力度、实行差别化定价、优化促
销方式、拓展服务渠道、加强人员管理、提升形象建设、完善服务管理流程 7
个方面对 M农村商业银行的服务营销提出改进策略和建议。
关键词：M农村商业银行;服务营销;竞争力；7P营销理论
I

Abstract
Abstract
In recent years, with the proposal of Rural Revitalization Strategy, the attitude of
large and medium-sized banks towards the rural market has gradually changed from
the original "big retreat" trend to "big March". In order to achieve high-quality
development, Yunnan m rural commercial bank must improve the existing marketing
strategy, strengthen marketing and realize retail transformation. By using the research
methods of literature analysis, questionnaire survey and case analysis, this paper
collects and arranges the data of deposits, loans and customers of bank M in recent
five years, including horizontal competition, analyzes the current marketing situation
of rural commercial bank, and combined with the questionnaire, it is found that M
Rural Commercial Bank has the problems of single product structure, traditional
pricing mode, backward promotion mode The imbalance of channel structure, serious
polarization of service personnel, unreasonable physical display and imperfect service
process management. Finally, through the use of pest, competitive environment
analysis, SWOT analysis and other analysis tools, this paper makes a detailed analysis
of the service marketing environment of Yunnan m rural commercial bank. Finally,
combined with 7p marketing theory, from increasing product innovation,
implementing differentiated pricing, optimizing promotion methods, expanding
service channels, strengthening personnel management, improving image construction
Improve the service management process and put forward improvement strategies and
suggestions for the service marketing of M rural commercial bank from seven aspects.
In this way, m rural commercial banks can respond to environmental changes more
efficiently and ensure more advantages in market competition. At the same time, the
service marketing strategy proposed in this study can not only adapt to the market, but
also meet the actual needs of customers, making the relevant theoretical knowledge of
service marketing richer, which has reference value for the development of service
marketing of rural commercial banks.
II

Abstract
Key Words:M rural commercial bank; Service marketing; competitive power; 7p
marketing theory
III
。。。以下略