近年来，人口老龄化已经成为我国较为突出的社会问题，根据数据显示，截止 2017 年末，我国 60 周岁及以上人口 24090 万人，占总人口的 17.3%。老年人口的急剧增长， 将对社会服务尤其是金融服务提出新的要求和挑战。面对社区银行同质化严重的背景 下，本文以 G 银行西安市场老年客户群体为例，通过发挥社区银行的优势，提出了针对 老年客户群体的营销目标，从而为老年客户群体提供更为全面、优质的金融服务。 本文首先对人口老龄化以及社区银行业务进行了概念的界定，明确了本文的研究对 象，同时对经典市场营销理论 STP 理论、4P 理论和国内外社区银行、银行营销领域的 文献进行了梳理，深入分析了 G 银行社区支行西安市场老年客户的营销现状与问题。发 现了 G 银行社区支行由于软硬件设施等问题造成了针对老年客户群体的产品竞争力弱、 服务流程设计僵硬、营销活动针对性不强等急需解决的问题。接着从政治环境、经济格 局、技术现状等方面分析了 G 银行社区银行在西安市场开展老年客户群体营销活动的宏 观环境，剖析了西安市场社区银行的现状及未来发展趋势，总结出西安市场老年客户群 体的风险偏好、消费需求等特点，为文章营销策略的制定奠定坚实基础。 最后，本文明确了 G 银行社区支行在西安市场老年客户群体业务的市场定位，制定 了相应的老年客户群体营销策略，对外，充分利用 G 银行 CRM 系统从品牌打造、产品 组合、金融创新、流程优化等方面对客户进行全方位维护；对内，稳定营销队伍、调动 营销积极性，助力营销策略的实施。 希望通过本文的研究，对 G 银行社区支行在西安市场进行老年客户群体营销时，提 供一些参考意见，同时为社区银行未来发展提供一些思考角度。 关 键 词 ，老年客户群体；社区银行；营销策略； 研究类型，应用研究III Abstract In recent years, population aging has become a prominent social problem in China. According to the data, by the end of 2017, 24.9 million people aged 60 years and over in China, accounting for 17.3% of the total population. The rapid growth of the elderly population will put forward new requirements and challenges for social services, especially financial services. Faced with the serious homogeneity of community banks, this paper takes the elderly customer groups of G Bank in Xi'an market as an example, and puts forward the marketing objectives for the elderly customer groups by giving full play to the advantages of community banks, so as to provide more comprehensive and high-quality financial services for the elderly customer groups. Firstly, this paper defines the concept of population aging and individual bank fund business, and defines the research object of this paper. At the same time, it combs the classical marketing theory STP theory, 4P theory and literature in the field of community banks and bank marketing at home and abroad, and deeply analyses the marketing status and problems of elderly customers in Xi'an market of G Bank Community Branch. It is found that the problems of G Bank Community Branch, such as weak product competitiveness, rigid service flow design, imperfect hardware facilities and unclear marketing purpose, are caused by the problems of software and hardware facilities. Then it analyses the macro-environment of G Bank Community Bank in Xi'an market in terms of political environment, economic pattern and technological status, analyses the current situation and future development trend of community bank in Xi'an market, summarizes the characteristics of risk preference and consumption demand of elderly customer group in Xi'an market, and lays a solid foundation for the formulation of marketing strategy of the article. Basis. Finally, this paper clarifies the market orientation of G Bank Community Branch in Xi'an market, formulates corresponding marketing strategies for the elderly customer group, and makes full use of G Bank CRM system to maintain customers from brand building, product mix, financial innovation, process optimization, etc. Internally, stabilize the marketing team, mobilize marketing enthusiasm, and help. The implementation of marketing strategy. 西北大学硕士学位论文西北大学硕士学位论文 IV I hope that through this study, we can provide some reference opinions for G Bank Community Branch in Xi'an market when it carries out group marketing for elderly customers, and provide some thinking angles for the future development of community banks. Key Words，Elderly Customers ；Community Banking; Marketing Strategy; Research Type，Applied ResearchV 目 录 摘要...................................................................................................................................I ABSTRACT......................................................................................................................III 目 录..................................................................................................................................V 第一章 引言.......................................................................................................................1 1.1 选题的背景与意义..................................................................................................1 1.1.1 选题的背景.......................................................................................................1 1.1.2 选题研究意义....................................................................................................3 1.2 研究内容与研究方法...............................................................................................3 1.2.1 研究内容............................................................................................................3 1.2.2 研究方法............................................................................................................4 1.3 研究的技术线路......................................................................................................5 1.4 本文的创新点..........................................................................................................6 1.4.1 理论研究............................................................................................................6 1.4.2 实践意义............................................................................................................6 第二章 文献综述和理论综述...........................................................................................7 2.1 相关概念..................................................................................................................7 2.1.1 人口老龄化.......................................................................................................7 2.1.2 社区银行业务...................................................................................................7 2.2 市场营销理论概述..................................................................................................8 2.2.1 STP 理论............................................................................................................8 2.2.2 4P 理论..............................................................................................................9 2.3 国内外相关研究综述............................................................................................10 2.3.1 国内外社区银行研究综述.............................................................................10 2.3.2 国内外银行营销研究综述.............................................................................11 第三章 G 银行社区支行西安市场老年客户群体营销现状与问题分析.....................12 3.1 G 银行业务现状概况.............................................................................................12 3.2 G 银行社区支行西安市场老年客户群体营销现状.............................................12 西北大学硕士学位论文西北大学硕士学位论文 VI 3.2.1 G 银行社区支行西安市场业务现状..............................................................12 3.2.2 G 银行社区支行西安市场老年客户群体营销现状......................................14 3.3 G 银行社区支行西安市场老年客户群体营销存在的问题.................................14 3.3.1 产品同质化严重..............................................................................................14 3.3.2 硬件设施缺少人性化设计............................................................................