在同行和其他非金融机构激烈竞争中，我国银行业为了更好地适应经济社会发展
需要，更大地发挥自身的作用和价值，不断创新思路，加大改革力度。银行旧的
营销模式是新形势下制约银行发展的重要滞障，创新银行营销模式，更新营销理
念，营造自身竞争优势，是商业银行发展的必然选择

当前，我国商业银行的发展还不够完善，其营销模式仍有较大的发展空间，
从银行自身竞争的需要来说，组织体系需要进一步完善，营销策略也有待提高；
同时，随着人们生活水平的提高，客户对银行的要求也在增加，新的方式、新的
业务、新的营销手段和方法都要不断改进和加强。如何在日益增多的竞争中取
胜？如何增加自身的客户量？如何更好地为客户服务？众多问题，迫使商业银行
在重大机遇中，不断改革，然后重生。基于此，本文通过对商业银行营销的基本
理论和营销模式演变历程的分析，结合 HD 农业银行实施的改革措施，就营销中
的问题、营销思路、商业银行营销特色、新营销模式的确立与剖析等多方面进行
了探索，并就此分析银行活力机制的源泉，从长效上发掘银行内在的竞争力。本
文详细讨论了 HD 农业银行的服务营销状况，并通过 Pest 分析等方式对 HD 农业
银行的服务营销优化策略及运营方式进行了深入分析，探讨了 HD 农业银行营销
模式优化的运营效果和现实意义，为我国商业银行应该如何针对现有的营销模式
进行改革，建立与客户的长期关系，增强市场竞争力提供了参照

关键词：商业银行；营销模式；HD 农业银行；市场竞争Abstract
Ⅱ
Abstract
In recent years, with the deepening development of China&39;s socialist market
economy, in the face of global globalization and the impact of the financial turmoil,
the financial sector is also undergoing profound changes. China&39;s banking industry is
facing both opportunities and challenges. In the fierce competition between peers and
other non-financial institutions, China&39;s banking industry, in order to better meet the
needs of economic and social development, greater play their own role and value,
innovative ideas, increase the intensity of reform. Bank marketing model is an
important obstacle to the development of commercial banks under the new situation
restricting the important obstacles to the development of banks, innovating the bank
marketing model, updating the marketing idea and creating its own competitive
advantage.
At present, the development of China&39;s commercial banks is not perfect, its
marketing model is still a lot of room for development, the organizational system
needs to be further improved, marketing strategy to be improved; the same time, with
people&39;s living standards, customer requirements for banks In the increase, the bank&39;s
own competitive needs, new ways, new business, new marketing tools and methods
must be continuously improved and strengthened. How to win in the growing
competition How can I increase my customer volume How can I better serve my
customers Many problems, forcing commercial banks in the major opportunities,
constantly reform, and then reborn. Based on this analysis, this paper analyzes the
evolution of the basic theory and marketing model of commercial bank marketing,
and analyzes the problems in marketing, marketing ideas, marketing characteristics of
commercial banks and the establishment and analysis of new marketing modes in
combination with the reform measures implemented by HD Agricultural Bank And so
on a number of aspects of exploration, and to analyze the source of the vitality of the
mechanism, from the long-term to explore the inherent competitiveness of banks. This
paper discusses in detail the service marketing situation of HD ABC, and analyzes the
service marketing transformation strategy and operation mode of HD ABC through
Pest analysis, and discusses the operation effect and practical significance of HD
ABC&39;s new model. How banks should reform their existing marketing models,
establish long-term relationships with customers, and enhance marketAbstract
Ⅲ
competitiveness.
Key words: commercial bank; marketing model; HDABC; market competition目 录
目 录
摘要.........I
Abstract...........II
第 1 章 导论......1
1.1 研究背景和意义...........1
1.1.1 研究背景.1
1.1.2 商业银行营销的意义.....1
1.2 银行营销的起源及基本理论...2
1.2.1 服务营销理论.....2
1.2.2 客户价值增值理论.........3
1.2.3 关系营销理论....3
1.2.4 4PS 策略.4
1.2.5 PEST 分析...........4
1.3 国内外研究现状...........5
1.4 研究内容及研究方法...6
1.4.1 研究内容概述.....6
1.4.2 研究方法6
第 2 章 我国商业银行营销模式与演变..........9
2.1 商业银行营销模式变迁...........9
2.1.1 营销引入期.........9
2.1.2 营销传播期.........9
2.1.3 营销创新期.......10
2.1.4 营销扩展期.......10
2.2 我国商业银行营销模式的发展.........11
2.2.1 商业银行经营特征.......11
2.2.2 商业银行营销特征.......11
2.2.3 我国商业银行的主要营销模式...........12
2.3 我国商业银行现行营销模式存在的问题.....13
2.3.1 营销渠道拓展压力大...13
2.3.2 互联网金融推广存在缺陷.......14
2.3.3 创新能力不足....
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