长春工业大学硕士学位论文原创性声明
本人郑重声明：所呈交的硕士学位论文《ZL农村商业银行零
售业务营销策略优化研究》，是本人在指导教师的指导下，独立
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期:2022年6月10日
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摘
要
摘要
互联网大数据时代的到来改变了我国的消费结构，银行同业竞争压力也随之逐渐
增大。尤其新冠肺炎疫情爆发以来，银行不仅要面临着互联网金融的冲击，同时还要
面临着新增业务受阻、资产质量下行、业务展业受阻等诸多困难。因此，如何化解困
难，突破重围，重建银行良好态势成为每个银行需要研究的首要问题。而零售业务因
其客户基础广泛、资本消耗少、风险分化程度高、中间业务收入服务空间大等优势，
成为银行未来发展的“稳定器”，它不仅可以转变盈利模式，同时还可以扩大市场份
额。因此，全力发展零售业务则成为商业银行适应多样化市场需求的必经之路。农村
商业银行与国有商业银行及股份制商业银行不同，它的客户群体集中在中老年客户及
农村客户中，资源环境受到地域限制，推广零售业务往往会受到诸多阻碍。近几年，
各大银行纷纷向零售银行转型，但在转型升级过程中困难重重。或是缺乏较好的营销
策略，或是营销策略实施后的效果不尽如人意，其根本原因还是受宏观环境的影响，
以及内外部环境巨大竞争压力的影响。如何提高营销业绩则成为 ZL农村商业银行近
期及未来很长一段时间内考虑的重点。从产品类型、市场份额出发，研究符合 ZL农
村商业银行自身发展的营销战略，不仅可以巩固当前的市场份额及市场竞争力，还可
以充分挖掘潜在的市场及客户，为 ZL农村商业银行的长期发展提供充实的动力。
本论文以 ZL农村商业银行零售业务为研究对象，以营销战略转型、外部政治经
济环境、金融生态环境等为背景，结合 7Ps营销理论，对 ZL农村商业银行零售业务
目前存在的问题进行了深入剖析。然后从宏观及微观两大方面分析 ZL农村商业银行
零售业务所处环境。最后，运用 SWOT战略矩阵方法分析 ZL农村商业银行在当前市
场经济环境下所具备的优劣势以及所面临的机遇与挑战。根据细致深入的剖析，结合
ZL农村商业银行实际营销情况，设计了一套可以改善目前营销策略的优化方案，同
时提出了相应的可行性保障措施以确保优化方案能够获得最佳实施效果。
关键词：农村商业银行零售业务营销策略营销理论
I

Abstract
Abstract
The arrival of the Internet big data era has changed the consumption structure of
China, and the pressure of interbank competition has gradually increased. Especially since
the outbreak of the new crown pneumonia epidemic, banks are not only facing the impact
of Internet finance, but also facing many difficulties such as new business obstruction,
asset quality downward, and business expansion obstruction. Therefore, how to resolve the
difficulties, break through the siege, and rebuild the bank's good posture has become the
primary issue that every bank needs to study. The retail business has become a "stabilizer"
for the future development of banks due to its advantages of broad customer base, low
capital consumption, high risk differentiation and large service space for intermediate
business income. Therefore, the development of retail business has become a must for
commercial banks to adapt to diversified market demands. Unlike state-owned commercial
banks and joint-stock commercial banks, rural commercial banks' customer base is
concentrated in middle-aged and elderly customers and rural customers, and their resource
environment is limited by geography, so the promotion of retail business is often hindered
by many obstacles. In recent years, major banks have been transforming to retail banking,
but there are many difficulties in the process of transformation and upgrading. The
fundamental reason is the macro environment and the huge competitive pressure from the
internal and external environment. How to improve marketing performance has become a
key consideration for ZL Rural Commercial Bank in the near future and for a long time to
come. From the perspective of product type and market share, researching marketing
strategies that are in line with ZL Rural Commercial Bank's own development can not only
consolidate the current market share and market competitiveness, but also fully explore the
potential market and customers, which can provide sufficient momentum for the long-term
development of ZL Rural Commercial Bank.
This thesis takes the retail business of ZL rural commercial bank as the research
object, and analyzes the current problems of the retail business of ZL rural commercial
bank in the context of marketing strategy transformation, external political and economic
environment, and financial ecological environment, combined with 7Ps marketing theory.
Then, the environment of ZL rural commercial bank's retail business is analyzed from two
aspects: macro and micro. Finally, the SWOT strategy matrix is used to analyze the
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