金融是国家经济的核心，离开金融，经济就没有了源头。农村商业银行作为 地方性金融机构，与国有商业银行相比，百姓认可度低，没有巨额资金支持和庞 大的客户流；相比股份制商业银行缺少成功模式和理论支撑；也没有新兴电子商 务的快捷性、创新性和方便性，农村商业银行要想在激烈的银行竞争中获得一席 之地，必须突破传统的服务营销模式，开拓创新，形成差异化、个性化的服务营 销体系。 本文以磐石农村商业银行为研究主体，以 7P 服务营销理论为基础，对磐石 农村商业银行内外部环境进行 SWOT 分析，从服务营销现状发现磐石农村商业银 行服务营销方面存在的问题，制定属于该行的市场定位策略，找到改善服务营销 策略的方法，提出合理化建议。 本文共分为六部分。文章第一部分为绪论，该部分主要阐明本文的研究背景 与意义，详细说明国内外研究现状以及研究方法、内容；第二部分是论文的理论 基础，主要包括服务的概念，服务营销的 7P 策略；第三部分是磐石农村商业银 行营销现状和存在问题分析，主要包括磐石农村商业银行的概况、磐石农村商业 银行营销现状以及磐石农村商业银行存在产品缺乏创新、价格作用不明显、渠道 管理粗放、促销思路不宽、人员结构不合理、服务标准化程度不高、有形展示不 充分等问题并对其存在的问题进行原因分析；第四部分对磐石农村商业银行服务 营销 SWOT 分析，磐石农村商业银行具有地理产业和制度优势，处于人才短缺、 金融创新能力不足、市场定位不明确等劣势，面临服务考验和缺乏竞争意识威胁， 从而寻找政策扶持和外部机会；第五部分提出磐石农村商业银行服务营销策略的 改进建议，要加强服务产品创新、要规范服务产品定价、建立灵活的销售渠道、 实行多元化的促销策略、培养综合技能服务人才、改善服务过程、强化有形展示； 第六部分是本文的结论及展望。 关键词：磐石农村商业银行；服务营销；7P 服务营销理论II Abstract Finance is the core of national economy. Without finance, economy has no source. As a local financial institution, rural commercial Banks are less recognized by the general public than state-owned commercial Banks. They do not have huge capital support and huge customer flow. Compared with joint-stock commercial Banks, they lack successful models and theoretical supports. There is no rapidity, innovation and convenience of emerging e-commerce. If rural commercial Banks want to gain a place in the fierce competition among Banks, they must break through the traditional service marketing mode, explore and innovate, and form a differentiated and personalized service marketing system. This paper, taking panshi rural commercial bank as the main body of study and 7P service marketing theory as the basis, carries out SWOT analysis on the internal and external environment of panshi rural commercial bank。We found problems in service marketing of panshi rural commercial Banks from the current situation of service marketing, developed market positioning strategies for the Banks, found ways to improve service marketing strategies, and put forward reasonable Suggestions. This paper is divided into six parts.The first part is the introduction，this part mainly expounds the research background and significance of this paper, and elaborates the research status at home and abroad as well as the research methods and contents; the second part is the theoretical basis of the paper,it mainly includes the concept of service, 7P strategy of service marketing.The third part is the analysis of marketing status and existing problems of Panshi Rural Commercial Bank,It mainly includes the general situation of Panshi Rural Commercial Bank, the marketing status of Panshi Rural Commercial Bank, and the problems of Panshi Rural Commercial Bank, such as lack of innovation in products, indistinct price function, extensive channel management, inadequate promotion ideas, unreasonable personnel structure, low level of service standardization, inadequate physical display and so on. The reasons for these problems are analyzed.The fourth part is the SWOT analysis of Panshi Rural Commercial Bank's service marketing.Panshi Rural Commercial Bank has the advantages of geographic industry and system. It is at the disadvantage of shortage of talents, inadequate ability of financial innovation and unclear market positioning. It is facing the test of service and the threat of lack of competitiveIII consciousness, so as to find policy support and external opportunities.The fifth part puts forward some Suggestions to improve the service marketing strategy of the rural commercial bank.It is necessary to strengthen service product innovation, standardize service product pricing, establish flexible sales channels, implement diversified promotion strategies, cultivate service personnel with comprehensive skills, improve service process and strengthen tangible display.The sixth part is the conclusion and prospect of this paper. Keywords: Panshi rural commercial bank；Service marketing；7P service marketing theoryIV 目 录 摘要............................................................. I ABSTRACT.......................................................... II 第 1 章 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..............................................2 1.2 国内外研究现状..............................................2 1.2.1 国内研究现状..........................................2 1.2.2 国外营销现状..........................................3 1.3 研究内容和研究方法..........................................4 1.3.1 研究内容..............................................4 1.3.2 研究方法..............................................5 1.4 论文拟创新之处..............................................5 第 2 章 相关理论概述................................................ 7 2.1 服务和服务营销的概念........................................7 2.1.1 服务的概念和特征......................................7 2.1.2 服务营销的概念........................................8 2.2 服务营销的 7P 策略...........................................9 第 3 章 磐石农村商业银行服务营销现状和问题分析 ..................... 12 3.1 磐石农村商业银行概况.......................................12 3.2 磐石农村商业银行服务营销现状...............................14 3.2.1 产品现状.............................................14 3.2.2 价格现状.............................................17 3.2.3 渠道现状.............................................17 3.2.4 促销现状.............................................18 3.2.5 服务人员现状.........................................19 3.2.6 服务过程现状.........................................19 3.2.7 有形展示现状.........................................19 3.3 磐石农村商业银行存在问题及原因分析.........................20 3.3.1 产品缺乏创新.........................................20 3.3.2 价格作用不明显.......................................21 3.3.3 渠道管理粗放.........................................23 3.3.4 促销思路陈旧.........................................23 3.3.5 服务人员知识结构参差不齐.............................24 3.3.6 服务过程僵化.........................................24 3.3.7 有形展示不充分.......................................25 第 4 章 磐石农村商业银行 SWOT 分析.................................. 26V 4.1 优势分析...................................................26 4.1.1 地域优势.............................................26 4.1.2 制度优势.............................................26 4.2 劣势分析...................................................26 4.2.1 人才短缺.............................................26 4.2.2 金融创新能力不足.....................................27 4.2.3 市场定位不明确.......................................27 4.3 机会分析...................................................27 4.3.1 政策扶持.............................................27 4.3.2 外部机会.............................................27 4.4 威胁分析...................................................28 4.4.1 服务质量相比落后.....................................28 4.4.2 客户资源稀缺.........................................28 4.5 SWOT 分析的结论与启示 ......................................28 第 5 章 磐石农村商业银行服务营销策略的改进建议 ..........