致谢
三年的MBA生涯一晃而过，回顾三年的学习时光，我内心感到十分充实。经
过三年的课程学习，使我的工作和学习能力都有了进一步提升，身为矿大的学子
的我倍感荣幸与自豪。在论文完成之际，感慨颇多，很多值得感谢的人一直鼓励
并且支持着我，我才能顺利完成学业。
首先感谢的是我导师芈凌云教授。导师治学严谨、理论深厚，在论文写作过
程中，给予我耐心细致的指导和帮助，帮我提出很多指导性的意见，有了导师的
悉心指导，我才能顺利完成论文写作。导师传授我知识同时也教会了我做人的艺
术，使我受益匪浅。其次，我要感谢我 MBA2班的同学们，在三年的学习和生活
中，我们共同成长。难忘上课时同学们求知若渴的眼神，难忘小组讨论时同学们
激烈的探讨，难忘班级活动中同学们朝气蓬勃的笑脸，让我在工作后再次感受到
班级集体的智慧与魅力。人生路漫漫，愿大家珍藏这份美好的回忆，奔赴更加美
好的明天！
另外，我还要感谢单位的领导与同事，在工作时间与课程冲突时，领导毫不
犹豫地帮我协调，同事主动帮忙顶岗，让我在求学的路上走得更远，丰富了学识
和远见。还要感谢父母对我深造学业的默默付出，让我不为家务事所困，一点一
滴都记在心里，我会继续努力，不辜负你们的希望，成就更好的自我。
最后，感谢各位评审的教授，感谢你们对我论文的指导。我一定虚心学习，
努力用所学知识回报社会。

摘要
随着互联网的发展、互联网金融的普及，人们的支付习惯发生了巨大转变，
线上支付占比逐步提升。支付方式不再局限于现金和银行卡刷卡，聚合收单产品
遍地开花。另一方面，随着利率市场化的完成，存贷利差收窄让商业银行转变业
务发展模式，发力中间业务是当期银行工作的重中之重。收单业务作为商业银行
中间业务近两年发展的新趋势，成为商业银行获客的重要渠道之一。但近年来第
三方支付机构不断兴起，收单市场竞争加剧，银行收单业务不再局限于同业竞争
中。XZ农商银行自 2017年开始大力发展收单业务以来，取得了一定的成绩，在
发展过程中暴露出一些无法忽视的问题，重量轻质、营销渠道单一等，其原有营
销体系已经严重制约 XZ农商银行收单业务的可持续发展。XZ农商银行要想在
前景广阔的收单商业市场中占据一定的地位，必须做到重新审视自身和外部环境，
变被动为主动，改变传统的营销观念，优化业务流程，并以积极面对市场带来的
冲击和挑战。对商业银行收单业务进行研究是十分必要的。
本文基于 STP与 7Ps营销组合理论对 XZ农商银行收单业务营销策略研究，
研究具有一定的理论和实践意义。本文的理论意义：目前国内外专家学者在银行
收单业务研究方面，研究的对象大多数是国有大型银行或全国性股份制银行，对
区域性的农商银行研究较少，本文通过对 XZ农商银行的研究可以丰富学术界在
该领域的研究内容，为区域性农商银行收单业务发展提供参考价值，为农村商业
银行收单业务营销策略层面提供新的发展思路。本文的实践意义：本文以 XZ农
商银行收单业务为研究对象，对其营销环境与现状进行分析，针对目前存在的问
题，提出优化方案，具有现实指导意义。
关键词：农商银行；中间业务；收单业务；市场定位；营销策略
I

Abstract
With the development of the Internet and the popularity of Internet finance,
people's payment habits have changed greatly, and the proportion of online payment
has gradually increased. Payment methods are no longer limited to cash and bank card
swiping, and aggregate acquiring products are blooming everywhere. On the other hand,
with the completion of interest rate marketization and the narrowing of deposit loan
interest margin, commercial banks change their business development model, and
developing intermediary business is the top priority of the current banking work. As a
new development trend of intermediary business of commercial banks in recent two
years, acquiring business has become one of the important channels for commercial
banks to obtain customers. However, in recent years, with the continuous rise of third-
party payment institutions and intensified competition in the acquiring market, the bank
acquiring business is no longer limited to horizontal competition. XZ rural commercial
bank has made some achievements since it began to vigorously develop its acquiring
business in 2017. In the process of development, it has exposed some problems that can
not be ignored, such as light weight and single marketing channel. Its original marketing
system has seriously restricted the sustainable development of XZ rural commercial
bank's acquiring business. If XZ rural commercial bank wants to occupy a certain
position in the promising acquiring commercial market, it must re-examine itself and
the external environment, change from passive to active, change the traditional
marketing concept, optimize the business process, and actively face the impact and
challenges brought by the market. It is very necessary to study the acquiring business
of commercial banks.
Based on STP and 7PS marketing combination theory, this thesis studies the
acquiring business marketing strategy of XZ rural commercial bank, which has certain
theoretical and practical significance. Theoretical significance of this thesis: at present,
most of the research objects of domestic and foreign experts and scholars in the research
of bank acquiring business are large state-owned banks or national joint-stock banks,
and there is less research on regional rural commercial banks. The research on XZ rural
commercial bank in this thesis can enrich the research content of the academic
community in this field, It provides reference value for the development of acquiring
business of regional rural commercial banks and new development ideas for the
marketing strategy of acquiring business of rural commercial banks. Practical
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