文本描述
摘 要
普惠金融是商业银行赢得未来市场的重要战略协调手段，是履行党中央制定
的政治任务，是为社会和人民生活做出贡献的战略性选择。中国建设银行 2018
年提出，将发展普惠金融作为全行战略重点部署。作为目前首先实施普惠金融战
略的国营商业银行，中国建设银行虽然发展普惠金融起步早，但其市场规模并不
像预期的那么理想。CB 支行的普惠金融业务在整个省支行的排位也相对靠后，
发展力度不够，在辖区内的市场规模较小。因此本文将市场营销理论与中国建设
银行 CB 支行的普惠金融业务营销状况相结合，通过充分的调查研究和分析，为
CB支行普惠金融业务市场营销存在的问题提出建议对策。具体研究工作如下：
本文以建设银行 CB 支行普惠金融业务作为研究对象。首先，为了奠定本文
的研究理论基础，对国内和国外的相关文献研究进行梳理并对目标营销理论、服
务营销组合、以及普惠金融相关概念进行归纳分析；其次，结合 CB 支行普惠金
融业务服务营销现状，对在建行 CB 支行办理普惠金融业务的小微企业客户进行
问卷调查，通过问卷调查分析 CB支行普惠金融存在的问题，并对问题进行原因
分析；再次，在对中国建设银行 CB 支行的营销环境进行宏观和微观分析的基础
上，运用SWOT分析模型，对CB支行普惠金融业务的服务营销进行矩阵分析并进
行战略选择；最后，通过 STP 进行市场细分、选定目标市场和市场定位，并从
7PS 服务营销组合的七个方面对建设银行 CB 支行的普惠金融业务的营销策略提
出优化建议。具体内容为包括：树立品牌意识、增加自主权实现价格差异化、加
大县域和农村渠道的拓展、推动“裕农通”站点的服务建设、充分利用好供应链
渠道，做实线下营销推广等。同时为了让营销策略得以更好的实施，本文从制度、
风险、人才、文化四个方面提出保障措施。
普惠金融是国家战略，也必定会成为各大商业银行未来发展的重要方向，本
文的研究将有利于促进 CB 支行自身普惠金融业务的服务质量提升，也能为其他
同业机构在普惠金融相关业务的发展上提供参考和借鉴。
关键词：中国建设银行CB支行；普惠金融业务；营销策略；服务营销
III
Abstract
Inclusive finance is one of the most important strategic coordination measures to
win the future market. Also the strategic selection to perform the political task made
by the Party Central Committee, for society and human life. China Construction Bank
proposed in 2018 to make the development of inclusive finance a key strategic
deployment for the whole bank. As one of the first lot stated owned commercial bank
to implement inclusive finance, CCB have developed the inclusive finance in earlier
time. But market scale is not what we think. Inclusive finance business development
of CB branch of CCB ranked in bad position due to the under development and small
market scale in the districts. These paper hope to find the solution of inclusive finance
business marketing through adequate investigations and analysis, based on the
combination of marketing theory and present marketing status of CB branch of CCB.
The research and analysis as follow.
The paper research object is to research the inclusive finance business of CB
branch of CCB. firstly it constructs the theories background through domestic and
international research analysis and the definition of related inclusive finance. secondly
find out the problems of weak brand affection, traditional introduction, lack of
professional promotion concept, long & complicated bank load process, lower
customer participation through the data analysis, based on the Q&A research of small
business enterprises to apply the inclusive finance. Third is the strategy selection after
the matrix analysis of inclusive finance service promotion of CB branch of CCB
through the SWOT model, based on the macro and micro analysis. Lastly, conclude
the inclusive finance marketing strategies of CB branch of CCB, based on the select
the target market and the market position, from 7 aspects of 7PS service promotion
combinations. The exact strategies including incensement of brand awareness, brand
well-known level, then develop the target products. Finally increase the
self-government right and prices differentiation, based he exact price decision based
on the big data platform. also including county and countryside business development
to forward the service station development of Yulongtong station. Adequate use of
offline channels to land the offline promotion with promotion evaluation.
Increasement of service awareness and staff training to update promotion level. To
improve the customer experience through building the differential process.
Meanwhile to safeguard the strategies implementation, the concerned safeguard
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measured are advised from polies, risk and human resource and culture aspects.
Inclusive is the national strategy, definitely it will be important development
direction for all commercial bank. The paper not only promote the inclusive finance
service quality improvements, but also will provide the reference for the other entities
to develop the related inclusive finance business.
Key words: CB branch of China Construction Bank; Inclusive financial business;
Marketing strategy; Service Marketing
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