重庆理工大学
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日期：2022年 6月 10日
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日期：2022年 6月 10日
日期：2022年 6月 10日

摘要
摘要
随着人工智能、云计算、区块链、大数据等信息技术的推广，加速了互联网金融
的发展。互联网金融具有投资门槛低、期限灵活、透明度高、方便快捷等优势，给传
统商业银行的业务经营和营销策略带来了极大的挑战。营销策略对商业银行的发展至
关重要，商业银行优化营销策略，既是金融市场发展的客观要求，也是商业银行面对
互联网金融竞争环境，进一步提高市场生存能力的现实需要。商业银行要利用互联网
金融带来的良好契机优化营销策略，一方面，必须转变经营思路，顺应信息化的大趋
势，将大数据技术与银行业务有机结合；另一方面，要不断丰富银行产品、建设智能
化网点、精简业务流程、创新促销方式等，才能达到服务好客户与实现收入增加的双
赢局面。
农村商业银行是我国银行金融体系的重要组成部分，它的出现是我国农村金融体
系的一项重大改革，也为我国农村的经济建设提供了强有力的金融支持。农村商业银
行是农村金融市场的主要力量，在促进农村经济发展，改善农村金融市场环境中发挥
着不可替代的作用，也为我国地方实体经济及普惠金融的蓬勃发展贡献着力量。但与
此同时，农村商业银行受限于规模发展、跨区域经营、科技创新、人才建设等，相较
于其他大型商业银行及股份制银行，其面临的互联网金融竞争更大。因此，对农商行
来说，优化营销策略更加重要。
本文首先对 4P营销、关系营销及营销分析工具进行了简单介绍。其次，通过 PEST
模型介绍了农村商业银行所处的宏观环境，采用 SWOT矩阵分析了 C银行内部的优
势与劣势、外部的机会与威胁。再次，通过对 C银行的实地调研，总结出其营销策
略存在产品单一、价格不够灵活、渠道不够优化、促销方式较局限等问题，并用 SEM
模型详细分析了其营销策略的影响因素。最后，从丰富产品种类、构建产品品牌、建
设智能化网点、促进场景营销等方面提出了 C银行营销策略的优化措施，同时对 C
银行营销策略优化前后银行收益等进行了对比，分析了其营销策略优化的合理性。
关键词：互联网金融农村商业银行营销策略优化
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Abstract
Abstract
With the promotion of information technologies such as artificial intelligence, cloud
computing, block chain and big data, the development of Internet finance has been
accelerated. Internet finance has the advantages of low investment threshold, flexible term,
high transparency, convenience, and so on, which brings great challenges to the business
operation and marketing strategies of traditional commercial banks. Marketing strategy is
crucial to the development of commercial banks. Optimizing marketing strategy of
commercial banks is not only an objective requirement for the development of financial
market, but also a realistic requirement for commercial banks to further improve the
market viability in the face of the Internet financial competition environment. Commercial
banks should make use of the good opportunity brought by Internet finance to optimize
their marketing strategies. On the one hand, they must change their business thinking,
comply with the general trend of informatization, and organically combine big data
technology with banking business. On the other hand, it is necessary to continuously enrich
bank products, build intelligent branches, streamline business processes and innovate
promotion methods to improve customer satisfaction and loyalty.
Rural commercial bank is an important part of China's banking financial system, its
emergence is a major reform of China's rural financial system, but also provides a strong
financial support for China's rural economic construction. As the main force of rural
financial market, rural commercial bank plays an irreplaceable role in promoting rural
economic development and improving rural financial market environment, and also
contributes to the vigorous development of local real economy and inclusive finance in
China. However, at the same time, rural commercial banks are limited by scale
development, trans-regional operation, scientific and technological innovation, talent
construction, etc. Compared with other large commercial banks and joint-stock banks, they
face greater competition in Internet finance. Therefore, for rural commercial bank,
optimizing marketing strategy is more important.
First of all, this paper introduces 4P marketing, relationship marketing and marketing
analysis tools. Secondly, the macro environment of rural commercial banks is introduced
through PEST model, and the internal strengths and weaknesses of C bank and external
opportunities and threats are analyzed by SWOT matrix. Thirdly, through the field
III
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