近几年，随着利率市场化程度的不断加深，零售转型变革的不断推进， 为应对移动互联时代客户金融消费习惯的不断变化、运营成本压力日增、 同业竞争持续激烈等带来的挑战，拥有众多传统网点和广泛渠道网络的国 内大型商业银行开始加大网点轻型化转型创新的力度。一批投入少、经营 模式灵活、客户定位准确的社区银行网点陆续涌现，成为商业银行渠道体 系的重要组成部分，对重塑线下竞争格局产生了重要影响。 本文从社区银行的国内外研究现状入手，认真深入的对社区银行的模 式和定位进行探索和研究，围绕目前国内商业银行社区银行的经营环境， 采用理论文献研究法、比较分析法、实地调研法，结合STP营销战略理论、 银行服务营销理论、营销策略组合理论，对浦发银行太原分行社区银行的 发展现状及发展中存在的问题进行分析，包括社区银行的经营背景、业务 环境、机遇和挑战，细化到同城和异地社区网点的差别，并在此基础上， 着重对营销环境进行SWOT分析，进而对浦发银行太原分行社区银行的营销 战略进行设计，并制定营销策略组合，包括产品策略、定价策略、分销渠 道策略、促销策略、人员策略、过程策略、有形展示策略。同时，为促进 浦发银行太原分行社区银行营销战略和策略的顺利实施提出有效保障措施， 包含深化浦发银行先进企业文化、推广集约化经营改革、完善管理制度体 系、创新投行产品研发及科技服务等。 II 社区银行的建设一直是近年来浦发银行零售转型的重要工作之一，太 原分行经过2年多的运行与实践，努力打造社区银行产品专家服务及线下 体验平台，本人作为太原分行社区银行集约化转型后的第一批网点负责人， 也是转型的参与者与见证者，能够结合实际工作，从视角上创新，站在客 户的立场，从服务的角度对浦发银行太原分行社区银行的营销战略和策略 进行系统性研究，构建社区银行服务营销组合策略体系，对浦发银行太原 分行差异化发展战略的选择和通过实施服务营销组合策略来促进社区银行 业务发展进行了探讨。 本文的研究对于浦发银行太原分行进一步发展社区银行具有较大的现 实意义。以期通过本文的撰写，总结成功经验，为商业银行社区银行的经 营发展提供参考。 关键词：社区银行；集约化经营；营销战略；营销策略 III Researchonmarketingstrategyofcommunity bankofTaiyuanbranchofSPDB Abstract:Inrecentyears,withthedeepeningofthemarketizationinterestrates andthecontinuouspromotionofretailtransformation,inordertocopewiththe challengesbroughtbythechangingfinancialconsumptionhabitsofcustomers intheeraofmobileinternet,theincreasingpressureofoperatingcostsandthe continuousfiercecompetitioninthesameindustry,industriallargedomestic banksbegantoincreasetheintensityofnetworktransformationandinnovation. Anumberofcommunitybankswithlessinvestment,flexiblebusinessmodel andaccuratecustomerpositioningemergedoneafteranother,whichhave becomeanimportantpartofthechannelsystemofcommercialbanks,making animportantimpactonremodelingtheoff-linecompetitionpattern. Startingfromtheresearchofcommunitybanksathomeandabroad,this paperexploresandstudiesthemodeandorientationofcommunitybanksin depth.Focusingonthecurrentoperatingenvironmentofcommunitybanksin domesticcommercialbanks,itadoptsthemethodsoftheoreticalliteraturestudy, comparativeanalysis,fieldinvestigation,STPmarketingstrategytheory,bank servicecampandmarketingstrategycombinationtheory.Thispaperanalyzes thecurrentsituationandproblemsofthedevelopmentofthecommunitybanks inTaiyuanBranchofSPDB,includingtheoperationbackground,business environment,opportunitiesandchallengesofthecommunitybank,andrefines thedifferencesbetweenthesamecityanddifferentcommunityoutlets.Andon thisbasis,SWOTanalysisofmarketingenvironmentisemphasized.Italso designsthemarketingstrategyofthecommunitybankofTaiyuanBranchof SPDB,andformulatesthemarketingstrategycombination,includingproduct IV strategy,pricingstrategy,distributionchannelstrategy,promotionstrategy, personnelstrategyandprocessstrategyandvisibledisplaystrategy.Atthesame time,inordertopromotethesmoothimplementationofthemarketingstrategy andstrategyofthecommunitybanksofSPDBTaiyuanBranch,itincludes deepeningtheadvancedcorporatecultureofSPDB,popularizingtheintensive managementreform,improvingthemanagementsystem,innovatingtheproduct researchanddevelopmentofinvestmentbanksandsupportingscientificand technologicalservices. Theconstructionofcommunitybankhasalwaysbeenoneoftheimportant tasksofretailtransformationofSPDBinrecentyears.Aftermorethantwo years'operationandpractice,TaiyuanBranchhasmadegreateffortstobuildthe expertserviceandofflineexperienceplatformforcommunitybankproducts.As thefirstgroupofnetworkdirectorsafterintensivetransformationofcommunity bankofTaiyuanBranch,Iamalsoapartofparticipantsandwitnessesof practicalworkoftransition.Icaninnovatefromtheperspective,standonthe customer'sposition,systematicallystudythestrategyofmarketingand CommunityBankofTaiyuanBranchofSPDBfromtheperspectiveofservice, constructthemarketingmixstrategysystemofcommunitybankservice,and differentiatethedevelopmentofTaiyuanBranchofSPDB.Thispaperbriefly discussestheselectionandimplementationofservicemarketingmixstrategyto promotethedevelopmentofcommunitybankbusiness. ThispaperhasgreatpracticalsignificanceforSPDBTaiyuanbranchto furtherdevelopment.Thisarticlelooksforwardtosuccessfulexperience,and referencefortheoperationanddevelopmentofcommercialcommunitybanks. Keywords:communityBank;intensivemanagement;marketingstrategy I 目录 1绪论................................................................................................................................1 1.1选题背景与研究意义........................................................................................1 1.1.1选题背景.................................................................................................1 1.1.2研究意义.................................................................................................3 1.2国内外社区银行研究现状................................................................................5 1.2.1国外社区银行研究现状.........................................................................5 1.2.2国内社区银行研究现状.........................................................................7 1.3研究内容和方法..............................................................................................10 1.3.1研究内容...............................................................................................10 1.3.2研究方法...............................................................................................11 1.4研究技术路线图..............................................................................................12 1.5创新点与不足..................................................................................................13 2相关理论基础..............................................................................................................14 2.1STP营销战略理论.............................................................................................14 2.1.1STP营销战略..........................................................................................14 2.1.2商业银行营销战略设计.......................................................................15 2.2银行服务营销理论..........................................................................................16 2.3营销策略组合理论（7P理论）.....................................................................18 3浦发银行太原分行社区银行发展现状及环境分析..................................................21 3.1浦发银行太原分行社区银行发展现状..........................................................21 3.1.1浦发银行太原分行发展现状...............................................................21 3.1.2浦发银行太原分行社区银行发展现状...............................................24 3.1.3浦发银行太原分行社区银行发展中存在的问题...............................26 3.2浦发银行太原分行社区银行营销环境的SWOT分析....................................27 4浦发银行太原分行社区银行营销战略设计..............................................................35 II 4.1营销总战略和具体战略发展目标..................................................................35 4.1.1营销总战略...........................................................................................35 4.1.2具体战略发展目标...............................................................................35 4.2营销战略设计过程.............................