营销成为各类型银行应对市场多层面竞争格局的重要手段，营销的竞争
热点也由产品层面发展至服务层面，服务营销成为营销竞争的重要内容，服
务营销已然在银行业竞争中呈现举足轻重的作用。银行业要取得发展，势必
需要顺应金融发展变化潮流趋势，引入先进的服务营销理念与机制，才能在
同业竞争中处于有利地位。
银行之间的竞争日趋激烈频繁，我国银行业面临的外部宏观环境与内部
微观环境也不断变化，银行业传统的坐等客户上门的模式日渐淘汰,各商业银
行开始积极地深入开展以客户需求为导向的竞争，越来越多的商业银行认识
到了服务营销的重要性，踊跃创新，走差异化、定制化的服务营销途径，服
务营销在国内银行业中发展日趋成熟。
农村商业银行作为银行业中的一员，具备一般银行业所面临的竞争环境，
同时由于自身体制的特殊性还面临特有的经营环境，在这样的大环境下，农
村商业银行处于不利于发展的位置，由于起点低、地域化等原因，面临不利
的局面，在资产规模、产品配置、网点设置、电子化水平、人才素质等各方
面相对于国有商业银行、股份制商业银行、甚至城市商业银行而言都处于较
低水平，缺少足够的服务营销意识，缺乏良好的硬件设施条件，金融产品种
类创新性不足，导致农村商业银行核心竞争力弱。农村商业银行服务营销策略研究——以无锡农村商业银行为例本文主要以银行服务营销为视角，首先整理有关服务营销的各项理论发
展和有关金融行业服务营销发展的国内外相关文献；其次对我国国内商业银
行服务营销面临的宏观环境及微观环境进行归纳总结；再次剖析农村商业银
行发展现状与经营环境，然后在此基础上，总结我国农村商业银行服务营销
现状并剖析服务营销存在的问题，根据服务营销存在的问题针对性给出农村
商业银行服务营销策略建议；随后以无锡农村商业银行为案例，主要通过 SWOT
分析方法对存在的问题进行研究，对无锡农村商业银行服务营销问题进行归
纳与解析，构建发展模型矩阵，探讨了不同组合下服务营销策略，构建了服
务营销策略体系；最后进行总结与展望。
关键词：服务营销 农村商业银行 无锡农村商业银行 问题分析 策略AbstractAbstract
With the continuous progress of financial globalization, the deepening of the
financial system reform and financial innovation are endless, so China&39;s financial
industry is meeting new opportunities and new challenges as well. After many
years of development in the financial industry, the financial market has been
increasingly mature and the perfection of the system has been gradually improved.
The multiple competition of market structure in China&39;s banking industry has
become increasingly clear, which forms a coexistence mode, including
state-owned commercial bank, joint-stock commercial bank, urban commercial
bank, rural commercial Banks, and foreign banks. The banking industry can
maintain their own business in this increasingly fierce competition only by better
understanding and real facing up of services marketing and full play to the
marketing function as well.
Marketing has become an important means to deal with the market
competition by various types of banks. The hot spots of marketing change from the
product level to the service level. Service marketing has become an important part
of marketing competition and also has shown an important role in the competition
in the banking sector. In order to achieve the development of the banking industry,
it is necessary to conform to the trend of financial development. In order to stay a
favorable position in the competition, it is necessary to introduce advanced service
marketing concept and mechanism.
The competition between banks is becoming more and more fierce and
frequent, while the external macro environment and the internal micro
environment are facing constant changes. The traditional mode of waiting for
customers is out of date. The commercial banks are actively pursuing the customer
demand-oriented competition, while more and more commercial banks have
already recognized the importance of services marketing. Therefore, it becomes
more mature in the domestic banking industry to innovate actively and take theStrategy Research on Service Marketing in Rural Commercial Bank——Take Wuxi Rural Commercial Bank
as an Exampledifferences and customize marketing.
As a member of the banking industry, the rural commercial bank has the
competitive environment that the general banking industry faces. Due to the
particularity of its own system, it is also facing a unique operating environment. In
such conditions, rural commercial banks are not conducive to the development for
the lower starting point and regional limitations. Therefore, they are facing
unfavorable situations and are in lower level compared with state-owned banks
and city commercial banks in the following aspects: asset size, product
configuration, network settings, electronic level, and human resource quality. Their
lack of good hardware facilities and weakness of innovation in financial products
are causing weakness in their core competition.
This paper mainly focuses on the development of bank marketing which will
be divided into three parts as follows. Firstly, it will collect relevant theoretical
papers in and abroad about the development of services marketing in the financial
industry from the perspective of banking services marketing. Secondly, it will
summarize the macro and micro environment of services marketing in China&39;s
domestic commercial banks. It will, in the next part, provide advises on services
marketing related to current problems Later it will analyze the development status
and business environment of rural commercial banks. It will also research by a
SWOT analysis method based on cases of Wuxi Rural Commercial Bank to
summarize and analyze its problems in services marketing, construct a matrix of
development model and discuss marketing strategies under different combinations.
Last take an envision in the future.
Keywords：Services Marketing；Rural Commercial Bank；
Wuxi Rural Commercial Bank；Problem Analysis；Strategy目录目录
1 绪论.......... 1
1.1 研究背景与研究意义 ........... 1
1.1.1 研究背景1
1.1.2 研究意义4
1.2 研究方法与研究思路 ........... 5
1.2.1 研究方法5
1.2.2 研究思路6
1.3 创新点与不足 ........... 8
1.3.1 可能的创新点 .... 8
1.3.2 不足 ........ 8
2 理论发展与文献综述...... 9
2.1 服务营销理论发展 ... 9
2.1.1 服务营销理论概述 ........ 9
2.1.2 国外服务营销理论发展 .......... 10
2.1.3 国内服务营销理论研究 .......... 11
2.2 金融业服务营销理论发展 . 13
2.2.1 金融业服务营销概述 .. 13
2.2.2 国外文献综述 .. 13
2.2.3 国内文献综述 .. 14
3 国内农村商业银行服务营销环境分析 17
3.1 宏
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