摘要
摘要
在经历10年的黄金发展期后，银行业迎来诸多的挑战与机遇。在面临着线
上金融的冲击、大数据技术的运用、利率市场化的实行以及监管政策的变化等
环境下，商业银行正经历着前所未有的大变局。国内各级商业银行都在探索发
展之路，期望找到适用的发展战略。在这一新形势下,银行零售业务因其稳定且
可持续发展的特性，成为国内各级商业银行转型发展的必然选择。而银行零售
业务要往什么方向发展，零售业务的营销策略如何制定与实施，这是当下各家
商业银行共同探索的课题。
泉州银行 Q 支行作为地方性城商行的一家基层网点，在推动零售业务营销
过程中也碰到诸多问题。本文以泉州银行 Q 支行作为研究对象，结合本人工作
情况，运用 7Ps 等营销理论，通过问卷调查等研究方式，进行 Q 支行内外部环
境、消费者行为及竞争环境分析，介绍了泉州银行 Q 支行零售业务在产品、价
格、渠道、促销、人员、服务过程及有形展示这七项策略的现状，分析得出包
括：产品竞争力不足、价格定价运用简单、分销渠道较单一、促销活动传统低
效、人员技能及态度缺失、服务过程体验不佳、有形展示传递不清晰这七个营
销策略上存在的问题。最后，结合上述分析结果，提出了包括：基于竞争力提
升的产品策略优化、灵活多样的价格策略优化、线上线下结合的渠道策略优化、
强调创新高效的促销策略优化、提升技能与态度的人员策略优化、围绕客户体
验的服务过程策略优化、清晰准确的有形展示策略优化这七项营销策略优化的
建议。
关键词：服务营销；银行零售业务；营销策略
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华侨大学硕士学位论文
Abstract
After 10 years of golden development, the banking industry has ushered in many
challenges and opportunities. Faced with the impact of online finance, the application
of big data technology, the implementation of interest rate marketization and changes
in regulatory policies, commercial banks are experiencing unprecedented changes. It
is expected that the development strategy of banks at all levels will be explored and
applicable in China. In this new situation, retail banking business has become the
inevitable choice for the transformation and development of domestic commercial
banks at all levels because of its stable and sustainable development. What direction
should the retail business of banks develop and how to formulate and implement the
marketing strategy of retail business are the topics explored by commercial banks at
present.
Q branchof Bank of Quanzhou,as a grass-rootsnetwork of localurban
commercial banks, also encountered many problems in promoting retail business
marketing. Taking Q branch of Bank of Quanzhou as the research object, combined
withmyworksituation,using7PSandothermarketingtheories,through
questionnaire survey and other research methods, this paper analyzes the internal and
external environment, consumer behavior and competitive environment of Q branch,
introduces the current situation of seven strategies of retail business of Q branch of
Bank of Quanzhou, including product, price, channel, promotion, personnel, service
processandtangibledisplay.Theanalysisincludes:insufficientproduct
competitiveness There are seven problems in the marketing strategy: simple use of
price pricing, single distribution channel, inefficient traditional promotion activities,
lack of personnel skills and attitude, poor service process experience and unclear
physical display and transmission. Finally, combined with the above analysis results,
this paper puts forward seven marketing strategy optimization suggestions, including:
product strategy optimization based on competitiveness improvement, flexible and
diverse price strategy optimization, channel strategy optimization combining online
and offline, promotion strategy optimization emphasizing innovation and efficiency,
personnel strategy optimization improving skills and attitude, service process strategy
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