而当前,随着金融市场的进一步开放,农村金融市场紧随其后；利率市场化进
程的逐步完善,同业竞争的愈演愈烈,天津津南村镇银行的经营环境越来越恶劣

天津津南村镇银行不管从哪方面来讲，都是银行业众多巨轮中的一只小船，在金
融风暴中，随时都面临着巨大的风险。天津津南村镇银行要想在恶劣的市场环境
中取得优势,学习并应用先进的市场营销策略则显得尤为重要，其过程对天津津
南村镇银行来说既有指导作用,也有战略意义

首先，本文简要概述了应用到的基础理论，包括市场营销相关理论、银行营
销相关理论以及 SWOT 分析的概念

其次，本文运用 SWOT 分析法对天津津南村镇银行开展市场营销的内部环境
即自身的优势和劣势、外部环境即机会和威胁进行了详细的分析。通过分析，发
现天津津南村镇银行应对外部机会和威胁、解决劣势的能力一般，而利用自身优
势的水平较高。根据天津津南村镇银行所处环境，构建出 SWOT 矩阵模型，并给
出运用决策效率高的优势，去主动抓取外部机遇；利用发起行经验，根据自身情
况制定金融产品和服务，以此来抵御威胁等策略建议

再次，本文对天津津南村镇银行的产品、价格、渠道、促销、人员、有形展
示及过程等 7 大要素进行了分析，并从中发现该银行产品单一、服务缺乏创新、
渠道过于注重面对面营销、忽视了广告促销的重要性、人员岗位配置不合理、硬
件设施更新慢等一系列问题

最后，通过切实的研究，本文对天津津南村镇银行的营销策略给出了利用“创
新+借鉴”的产品开发模式、差异化的策略、综合定价、金融服务站为主的新渠
道、提升认知度的广告策略、“以人为本”的员工策略、强化基础设施建设、强
化服务具象化和强调反馈的过程等营销策略组合等符合实际情况、适应市场的建
议，而且也提出了一些建议实施的保障措施。本文的最终期望是对天津津南村镇
银行的市场营销策略起到一定的实际指导作用

同时，本文还提出了自身的不足之处，并期望在以后的工作生活中进行更深
层次的研究

关键词：村镇银行；营销策略；SWOTII
Abstract
As China attaches great importance to rural development focused on the Three
Rural Issues (issues relating to agriculture, rural areas and farmers), the rural financial
services have been taken seriously and greatly supported by the relevant policies. The
rural banks in China have witnessed remarkable growth in recent years, and
experienced both opportunities and severe challenges.
Presently, opening up of the rural financial market comes after increasingly open
financial market; gradual improvement of marketization process of the interest rate
market, and increased competition of the financial service sector deteriorate the
business environment of Tianjin Jinnan Village Bank (hereinafter referred to as Jinnan
Bank) which is in any case just like a small boat if we consider other giant banks in
the sectors as large ships, and is exposed to huge risks in case of financial turmoil. To
find itself in an advantageous position in such adverse market environment, learning
and applying advanced marketing strategy appear to be particularly important for
Tianjin Jinnan Village Bank, and the process of such learning and application can be
instructive and strategically significant for Tianjin Jinnan Village Bank.
Firstly, this paper briefly outlines the basic theories applied, including the theory
of marketing and bank marketing as well as concept of SWOT analysis.
Secondly, this paper makes an exhaustive analysis on internal environment
(advantages), disadvantages and external environment (opportunities and threats) of
marketing for Tianjin Jinnan Village Bank by means of SWOT analysis. The analysis
indicates that Tianjin Jinnan Village Bank did not do well in response to external
opportunities and threats, as well as in eliminating its weakness, but performed
excellently in making use of its own advantages. This paper designs a SWOT matrix
model based on the business environment of Tianjin Jinnan Village Bank and defines
Tianjin Jinnan Village Bank’s advantages in effective implementation of decisions so
as to guide Tianjin Jinnan Village Bank to seize the external opportunities; gives some
strategy proposals like coping with threats by designing its own financial products and
services based on experience of its originating bank.
Thirdly, this paper analyzes the seven elements of Tianjin Jinnan Village Bank,
such as products, price, channel, promotion, personnel, physical display and process,
and concludes that Tianjin Jinnan Village Bank has many problems: products are
simple, services are not innovative, channels overemphasize face-to-face marketing
but ignore importance of advertising and promotion, staffing is arranged unreasonably,
and hardware facilities are slowly updated.III
Lastly, based on detailed studies, this paper puts forward some marketing
strategies for Tianjin Jinnan Village Bank innovation + imitation, differentiation,
comprehensive pricing and financial service station, advertising strategy for brand
promotion, people-centered staffing strategy, improving infrastructure building,
visualization of services and focus on feedback process and other marketing strategies
which are matched with its reality and market; proposes also some recommended
supporting measures. This paper is designed to give some practicable and instructive
advice to Tianjin Jinnan Village Bank in respect of marketing strategy.
Meanwhile, this paper also indicates its shortcomings, and expects to present
deeper study based on future’s work and life experience.
Keywords: village banks，Marketing Strategy，SWOT目 录
摘要.........I
AbstractII
第一章 绪 论1
1.1 研究背景.....1
1.2 研究意义.....1
1.3 文献综述.....2
1.3.1 国外研究现状......2
1.3.2 国内研究现状......3
1.3.3 相关研究评述......4
1.4 研究方法.....5
1.5 创新点.........5
1.6 研究思路与研究内容.........5
第二章 相关理论基础8
2.1 市场营销基本理论.8
2.1.1 市场营销的概念..8
2.1.2 7Ps 营销理论........8
2.2 银行营销相关概念.9
2.3 SWOT 分析....
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