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摘要
近年来，随着利率市场化的基本完成，互联网金融蓬勃发展，银行业的发展
进入到了一个新的历史时期，并呈现出一系列新常态。例如，行业增速整体放缓，
资产收益率持续低下，监管新规层出不穷，客户金融消费行为和预期显著改变
这使得产品演变成为综合金融服务解决方案，信息科技技术(大数据技术)的创新
运用成为重要的战略资源。为更好地应对和适应新常态的变化，打造持久的竞争
优势，商业银行必须建立起差异化的业务模式，打造独特的营销策略。基于这样
的背景，BT农商银行作为BT市的本土银行，以“服务三农，支持小微”为己任，
也顺势而为的提出了“零售转型，营销先行”的口号。如何研判在当前经济形势
下企业发展的内外部环境，分析企业的优势与劣势，寻找企业发展的机遇与挑战，
从而进行市场细分，明确目标市场，制定适合本行零售业务发展的营销策略至关
重要
本文研究内容共由七个部分组成。首先介绍了论文的研究背景、研究意义，
研究思路及研究方法等。然后以市场营销组合理论、PEST分析模型、STP理论、
SWOT分析模型等为理论基础，对BT农商银行的零售业务、营销环境、营销现状及
存在问题进行详细分析，之后列举该行所具有的内部优势与劣势，所面对的外部
机会与威胁，进行SWOT分析。最后，对BT农商银行零售业务市场进行了市场细
分，明确了目标市场，并以市场营销理论为依据，提出了针对该行的产品、价格、
渠道、促销等策略，以及指出营销策略实施的人资资源、财务支撑、科技支持等
一系列保障措施
通过本文的研究，能够完善BT农商银行现有的营销策略，以期对其他同类银
行提供一定的理论指导与经验
关键词：零售业务，营销策略，SWOT分析法
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Abstract
In recent years, with the basic completion of the interest rate liberalization and the
vigorous development of Internet finance, the development of the banking industry has
entered a new historical period and presents a series of new normalities. For example,
the overall growth rate of the industry slowed down, the return on assets continued to be
low, and new regulatory regulations emerged in an endless stream. The behavior and
expectations of customers' financial consumption changed significantly. This makes the
product evolve into a comprehensive financial service solution. The innovative use of
information technology (big data technology) has become an important strategic
resource. In order to better cope with and adapt to changes in the new normal and create
lasting competitive advantages, commercial banks must establish differentiated business
models and create unique marketing strategies. Based on this background, BT Rural
Commercial Bank, as the local bank of Baotou City, akes ‘serving the areas of
agriculture, rural areas, and farmers and supporting small and micro businesses’ as its
own responsibility,and has also taken the initiative to put forward the goal of ‘retail
reform and marketing first’. To investigate the internal and external environment of
corporate development in the current economic situation, analyze the company's
strengths and weaknesses,face the opportunities and challenges in business development,
in order to conduct market segmentation,define the target market,and formulate
marketing strategies suitable for the Bank's retail business development.
This article is divided into seven parts. First of all, we talk about the basic
information of the research. Then ideas and research methods. Then, based on the
theories of marketing combination theory, PEST analysis model, STP theory and
SWOT analysis model, the marketing environment, marketing status and existing
problems of BT Rural Commercial Bank were analyzed in detail. Afterwards, SWOT
analysis was conducted by listing the external advantages and disadvantages faced by
the bank and the external opportunities and threats faced by the bank. Finally, the
market segmentation of BT Rural Commercial Bank's retail business market was
conducted and the target market was clarified. Based on the marketing theory, a strategy
for the bank's products, prices, channels, and promotions was put forward. As well as
the human resources, financial support, and technological support measures that indicate
the implementation of marketing strategies.
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Through the study of this article, we can improve the existing marketing strategy
of BT Rural Commercial Bank, in order to provide certain theoretical guidance and
experience for other similar banks.
Key words: Retail business, Marketing Strategy, SWOT analysis。