：与西方发达国家相比，我国社区银行的建设起步相对较晚，社区 银行可参考的基础理论和经验不足，特别对适合中国特色的社区银行理 论研究和实践不够深入。在目前的经济环境下，如何应对互联网金融冲 击的挑战，制定顺应趋势的社区银行营销战略布局，更好满足客户的需 求，提升整体效益，是我国社区银行建设面临的重要课题。 华融湘江银行是一家地方性股份制商业银行，历经了二十几年的发 展和耕耘，业务能力和业绩都得到了显著提升，然而，华融湘江银行银 行社区支行的发展过程中还面临着种种困境，存在诸多需要研究和亟待 解决的问题。本文以华融湘江银行社区支行为背景，基于营销策略STP 和4PS理论，深入分析了华融湘江银行社区支行营销现状及问题，并对 华融湘江银行社区支行的营销策略进行了设计，结合实际提出相应的对 策与建议。这些营销策略建议以期为华融湘江银行社区支行的长期发展 提供支持，也可望为国内其他社区银行建设提供有意义的参考。 论文主要研究工作如下： （1）阐述了在当前经济发展的金融背景下社区银行建设对于促进我 国国民经济发展并拓宽传统商业银行自身生存空间的重要性，以及社区 银行研究的意义。 （2））讨论了社区银行的基本概念与特征，基于STP和4PS营销 策略基本理论，深入分析了社区银行营销策略特点，其特点主要在于营 销策略的差异化，服务范围小型化和经营机制灵活化等方面；并给出国 内有关社区银行营销策略理论分析方法。 II （3）分析了华融湘江银行社区支行营销现状及发展特点。设计问卷 集中深入调查客户兴趣爱好、关注的信息资讯、客户常用的通讯服务平 台、选择银行或办理业务的标准、选择办理业务的方式、营业网点服务 的便捷性、便民服务和特色服务等方面的内容；通过样本采集，给出华 融湘江银行客户问卷调查结果，并深入分析华融湘江银行社区支行在营 销策略上存在的问题及原因。 （4）基于上述工作，分别从市场细分、目标市场及客户选择、目标 市场定位、产品创新、定价策略、促销策略、渠道策略，以及保障措施 等方面，提出了制定华融湘江社区支行营销策略的对策建议。 关键词：社区银行；营销策略；华融湘江银行 III RESEARCHONMSRKETINGSTRATEGYOFHUARONG XIANGJIANGBANKCOMMUNITYBRANCH LiuQi(BusinessAdministration) DirectedbyDaiJianyong Abstract:Comparedwiththedevelopedcountriesinthewest,the constructionofcommunityBanksinChinastartedrelativelylate,andthe basictheoriesandexperiencethatcommunityBankscanrefertoare insufficient,especiallythetheoreticalresearchandpracticeofcommunity BankssuitableforChinesecharacteristicsarenotin-depthenough.Inthe currenteconomicenvironment,howtodealwiththechallengeofInternet financialimpact,developatrendofcommunitybankmarketingstrategy layout,bettermeettheneedsofcustomers,improvetheoverallbenefits,is theconstructionofChina'scommunityBanksarefacinganimportantissue. Huarongxiangjiangbankisalocaljoint-stockcommercialbank,after morethan20yearsofdevelopmentandhardwork,businessabilityand performancehavebeensignificantlyimproved.However,thedevelopmentof bankcommunitysub-branchofhuarongxiangjiangbankisstillfacedwith variousdifficulties,andtherearemanyproblemsthatneedtobestudiedand solvedurgently.Thispapertakeshuarongxiangjiangbankcommunity sub-branchasthebackground,basedonthemarketingstrategySTPand4PS theory,analyzesthemarketingsituationandproblemsofhuarongxiangjiang bankcommunitysub-branch,designsthemarketingstrategyofhuarong IV xiangjiangbankcommunitysub-branch,andputsforwardcorresponding countermeasuresandSuggestionsbasedontheactualsituation.These marketingstrategiesandSuggestionsareexpectedtoprovidesupportforthe long-termdevelopmentofhuarongxiangjiangbankcommunitybranchand alsoprovidemeaningfulreferencefortheconstructionofothercommunity BanksinChina. Themainresearchworkofthepaperisasfollows: (1)Thispaperexpoundstheimportanceofcommunitybank constructioninpromotingthedevelopmentofnationaleconomyand broadeningthelivingspaceoftraditionalcommercialBanksunderthe currentfinancialbackgroundofeconomicdevelopment,andthesignificance ofcommunitybankresearch. (2)Thebasicconceptandcharacteristicsofcommunitybankare discussed.BasedonthebasictheoryofSTPand4PSmarketingstrategy,the characteristicsofcommunitybankmarketingstrategyaredeeplyanalyzed. Andgivesthedomesticcommunitybankmarketingstrategytheoryanalysis method. (3)Themarketingstatusanddevelopmentcharacteristicsofhuarong xiangjiangbankcommunitysub-branchareanalyzed.Thedesignofthe questionnairefocusesonin-depthinvestigationofcustomers'interestsand hobbies,informationandinformationtheyareconcernedabout,common communicationserviceplatformforcustomers,standardsforselectingBanks V orbusinesses,waysofhandlingbusinesses,convenienceofbusinessoutlets' services,convenienceservicesandspecialservices.Basedonthesample collection,thequestionnairesurveyresultsofcustomersofhuarong xiangjiangbankweregiven,andtheproblemsandcausesofmarketing strategiesofcommunitysub-branchofhuarongxiangjiangbankwere analyzedindepth. (4)Basedontheabovework,fromtheaspectsofmarketsegmentation, targetmarketandcustomerselection,targetmarketpositioning,product innovation,pricingstrategy,promotionstrategy,channelstrategy,and safeguardmeasures,thispaperputsforwardcountermeasuresand suggestionsforformulatingmarketingstrategyofhuarongxiangjiang communitybranch. Keywords:communitybank；marketingstrategy；HuaRongXiang JiangBank VII 目录 摘要....................................................................................................................I Abstract............................................................................................................III 第一章绪论...................................................................................................1 1.1选题背景和意义..................................................................................1 1.2国内外相关研究综述..........................................................................2 1.2.1国外研究成果综述.....................................................................2 1.2.2国内研究成果综述.....................................................................3 1.2.3文献评述小结.............................................................................5 1.3论文研究主要内容及研究方法.........................................................5 1.3.1主要研究内容.............................................................................5 1.3.2论文的研究方法.........................................................................6 1.3.3研究思路与论文组织结构安排................................................6 第二章社区银行营销策略理论分析.............................................................9 2.1社区银行的概念和特征......................................................................9 2.1.1社区银行的概念.........................................................................9 2.1.2社区银行的特征.........................................................................9 2.2社区银行营销策略理论分析............................................................10 2.2.1STP营销策略理论....................................................................10 2.2.24PS营销策略理论....................................................................12 2.3社区银行营销策略理论特点分析...................................................14 2.3.1营销策略的差异化...................................................................14 VIII 2.3.2服务范围小型化.......................................................................14 2.3.3经营机制灵活化.......................................................................15 第三章华融湘江银行社区支行营销现状分析..........................................17 3.1华融湘江银行概况............................................................................17 3.2华融湘江银行社区支行营销现状...................................................20 第四章华融湘江银行客户问卷调查结果及发现的问题..........................25 4.1样本采集与问卷设计........................................................................25 4.2华融湘江银行社区支行营销策略存在的问题...............................30 4.2.1营销策略执行前的市场及客户定位不准确...........................30 4.2.2产品同质化严重，产品创新力度不足...................................30 4.2.3定价方式没结合实际，定价标准吸引力不大.......................31 4.2.4促销范围较小，促销力度不大...............................................31 4.2.5线下渠道比较单一，线上渠道建设不