银行业如果还故步自封，将无法在后续业务中找到立足之地
在新的时代背景下，银行业管理者在过去积累的市场营销的成
功经验，很多都无法在“互联网+”到来的新形势中得以应用。那么商
业银行的市场营销该如何发展，在互联网金融、直销银行大行其道
的今天应该对银行业的市场营销策略如何优化、改进，成为了摆在摘要
II
银行业者面前一个亟待解决的问题
本文在对国内外研究现状进行系统梳理的基础上，对 Z 银行中
原分行的市场营销策略进行了研究。首先利用 4P 营销理论，介绍了
Z 银行中原分行的市场营销现状，并指明目前存在的问题以及其成
因。接下来对 Z 银行中原分行所处的宏观环境进行了 PEST 分析、
对中观环境进行了波特五力分析，并利用 SWOT 分析进行了汇总
在了解了内外部环境之后，利用 STP 理论对 Z 银行中原分行的发展
目标、市场定位进行了选择，并对市场营销策略进行改进。在产品
策略对中间业务、负债业务、资产业务方面应该加强，价格策略中
主要使用撇脂定价、差别定价和组合定价的方式，渠道策略上加强
互联网金融、增加移动终端业务、增加物理营业网点、实行分销策
略、整合集团公司资源，促销策略应该从改善广告、营业推广、公
关、人员推销入手。为保证市场营销策略的实施，本文认为应该改
进组织管理体系、加强人力资源管理、提升市场营销管理以及升级
营销管理信息系统
本文旨在为 Z 银行中原分行的市场营销策略提出改进方案，为
其在互联网金融时代发展中争得有利地位，改善银行财务状况与业
绩水平。同时，本文对我国宏观经济形势、河南省金融发展状况的
分析，也为其他金融机构的战略部署具有借鉴意义。本文对于银行摘要
III
业其他公司的营销业务发展与改进，也具有一定的参考价值
关键词：商业银行；互联网金融；市场营销ABSTRACT
IV
RESEARCH ON MARKETING STRATEGY OF Z BANK
ZHONGYUAN BRANCH
ABSTRACT
At present, China has fully implemented the interest rate market, which for large banks, can
be more effective to improve operational efficiency. As a medium-sized joint-stock bank, Z bank
compared with state-owned banks, joint-stock banks is large, single marketing, negotiation with
customers often at a disadvantage. Especially since twenty-first Century, the rapid development
of the financial market financial model, be the most changeful, private PPP project, to raise the
public, popular, the rapid development of the third party payment, credit and other Internet
financial model, Internet financial development is in the ascendant, and presents a continuous
integration with the real economy, cross-border cooperation and other characteristics of the trend.
In July 2015 the state issued on actively promoting ‘ Internet plus ’action guidance, at the same
time, ten ministries jointly issued a guidance to promote the healthy development of Internet
banking is also further clear, with banks as the main body, combined with the common
development of Internet financial Internet Co. banks will not be able to find if you are content
with staying where one is, in the follow-up service in a place to live in.
Under the background of new era, the successful experience of banking managers in the past
accumulation of marketing, many are not in the new situation Internet plus the arrival of the
application. The marketing of commercial banks how to develop Internet banking, direct banking
is popular today should be how to optimize and improve the marketing strategy of the banking
industry, be placed in front of the banking industry is an urgent problem to be solved.ABSTRACT
V
In this paper, on the basis of a systematic study of the status quo at home and abroad, the
Central Bank branch of Z bank marketing strategy was studied. First of all, this paper introduces
the current situation of the marketing of Zhongyuan Branch of Z bank, and points out the existing
problems and its causes by using 4P marketing theory. The macro environment the Z Bank
Central Branch of PEST analysis, on the medium environment of the Potter five forces analysis,
and summarizes the use of SWOT analysis. After understanding the internal and external
environment, using the STP theory to select the development target and market orientation of Z
bank Zhongyuan Branch, and improve the marketing strategy. In the product strategy of the
intermediary business, liability business and assets business should strengthen, skimming pricing,
differential pricing and portfolio pricing mainly use price strategy in a way that strengthen the
channel strategy of Internet banking, increase mobile terminal business, increase physical outlets,
implement the distribution strategy, integration of the company resources, promotion strategy
should be improved from advertising, sales promotion, public relations, marketing staff of. In
order to ensure the implementation of the marketing strategy, this paper thinks that we should
improve the organization management system, strengthen the human resource management,
improve the marketing management and upgrade the marketing management information system.
This paper aims at the marketing strategy for the Z bank central branch put forward the
improvement plan, to gain an advantageous position in the era of Internet banking development,
improve the financial position of the bank and the level of performance. At the same time, this
paper analyzes the macroeconomic situation of our country and the financial development of
Henan Province, as well as the strategic deployment of other financial institutions. This paper
also has some reference value for the development and improvement of the marketing of other
companies in the banking industry.
（Enterprise Management）
Supervised byYong Li
KEY WORDS：Commercialbank；Theinternetfinance；MarketingManagement目录
VI
目录
摘要.........I
Abstract..IV
第 1 章 绪论........1
1.1 研究的背景及意义.......1
1.1.1 研究的背景........1
1.1.2 研究意义2
1.2 文献综述...........2
1.2.1 国外文献综述....2
1.2.2 国内文献综述....3
1.3 研究内容与框架...........5
1.4 研究方法及研究贡献...6
1.4.1 研究方法6
1.4.2 研究贡献7
第 2 章 Z 银行中原分行市场营销现状分析 ....8
2.1 Z 银行及 Z 银行中原分行概况8
2.1.1 Z 银行概况 .........8
2.1.2 Z 银行中原分行概况 .....9
2.2 Z 银行中原分行营销现状 ........9
2.2.1 产品......10
2.2.2 价格......12
2.2.3 渠道......13目录
VII
2.2.4 促销......13
2.3 Z 银行中原分行营销存在的问题及成因 ......13
2.3.1 市场定位不够清晰......13
2.3.2 产品和服务质量不高..14
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