密级：公开
论文类型：专题研究
工商管理硕士学位论文
建设银行 S 支行裕农通业务营销策略研究
Research on Marketing Strategy of Yu Nong Tong Business
of S Branch of China Construction Bank
培 养 单 位：经济管理学院
专 业 领 域 ：工 商 管 理
学 生 姓 名 ：王 世超
校 内 导 师 ：张 锦 教授
校 外 导 师 ：董 月超 高经
二○二二年五月
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签 名： 日 期： 2022 年 5 月 20 日
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作者签名： 日 期： 2021 年 5 月 20 日
导师签名： 日 期： 2021 年 5 月 15 日 摘要
摘要
近年来，银行产品同质化日益严重，又受到互联网金融的严重冲击，银行利
润增速一再放缓，迫使银行业务向智能化、场景化发展。面对严峻的竞争形式和
“乡村振兴”战略的推进落实，建设银行发挥金融主力军的作用，致力于新金融
的探索实践，主动拓展农村地区业务，采用突破传统经营模式的方法，通过拓展
裕农通业务扩大客户规模，来达到跨越式发展的目的。
文章在对相关理论进行梳理的基础上，以建行 S 支行裕农通业务作为研究对
象，首先从营销现状着手，根据调查问卷结果，对存在的问题和不足进行分析、
总结。其次通过运用波特五力模型的方法，对裕农通业务的行业营销环境进行分
析，借助价值链模型对 S 支行能力、资源等企业营销环境进行研究，运用 SWOT
分析法总结得出裕农通业务的优势、劣势、机会、威胁并选择适合建行 S 支行的
营销策略；同时应用 EFE（外部因素评价矩阵）、IFE（内部因素评价矩阵）分析
矩阵，对关键因素进行权重分配与评分，确定各关键因素的影响，得出支行应该
继续发挥优势，深化与政府的合作关系，巩固良好的品牌形象；改善、弥补劣势，
重点提高维护能力，加大营销力度的结论，为优化裕农通业务的营销策略奠定了
基础。再次运用 STP 营销理论对建行 S 支行裕农通业务市场进行细分，确定目标
市场，进行市场定位，提出建行 S 支行裕农通业务的营销策略，即结合自身优势，
以细分客户为出发点，将产品功能和优势作为纽带，推动政府客户、中青年客户、
高收入客户的批量转化；最后结合 7PS 营销理论，对建行 S 支行裕农通业务营销
体系进行探索，从产品、价格、渠道、促销、人员、有形展示、过程七个方面提
出对发展建行S 支行裕农通业务切实可行的营销策略，并通过人力资源保障、组
织架构保障、风险控制保障三个方面为营销策略的实施提供保障措施，期望能促
进建行 S 支行裕农通业务的发展，同时也为建行其他支行裕农通业务的发展提供
借鉴意义。
关键词：建行S 支行；营销策略；裕农通 摘要
Abstract
In recent years, the homogenization of banking products has become increasingly
serious, and it has been seriously impacted by Internet finance. The growth rate of bank
profits has slowed down again and again, forcing the banking business to develop
towards intelligence and scenario. In the face of severe competition and the promotion
and implementation of the "Rural Revitalization" strategy, China Construction Bank
plays the role of the main force of finance, is committed to the exploration and practice
of new finance, actively expands business in rural areas, adopts the method of breaking
through the traditional business model, and expands the scale of customers by
expanding Yu Nong Tong business, so as to achieve the purpose of leapfrog
development.
On the basis of combing the relevant theories, this thesis takes the Yu Nong Tong
business of s branch of China Construction Bank as the research object. Firstly, starting
from the current marketing situation, this thesis analyzes and summarizes the existing
problems and deficiencies according to the results of the questionnaire. Secondly, by
using the method of Porter;s five forces model, this thesis analyzes the industry
marketing environment of Yu Nong Tong business, studies the enterprise marketing
environment such as the ability and resources of s branch with the help of value chain
model, summarizes the advantages, disadvantages, opportunities and threats of Yu Nong
Tong business by using SWOT analysis method, and selects the marketing strategy
suitable for s branch of China Construction Bank; At the same time, EFE(External
Factor Evaluation Matrixand) and IFE(Internal Factor Evaluation Matrix) analysis
matrices are used to distribute and score the weight of key factors, determine the impact
of key factors, and come to the conclusion that sub branches should continue to give full
play to their advantages, deepen their cooperative relationship with the government and 摘要
consolidate a good brand image; The conclusion of improving and making up for
disadvantages, focusing on improving maintenance ability and strengthening marketing
has laid a foundation for optimizing the marketing strategy of Yu Nong Tong business.
Thirdly, the STP marketing theory is used to subdivide the business market of Yu Nong
Tong of s branch of CCB, determine the target market, carry out market positioning,
and put forward the marketing strategy of Yu Nong Tong business of s branch of CCB,
that is, combined with its own advantages, taking the segmentation of customers as the
starting point and taking the product functions and advantages as the link to promote the
batch transformation of government customers, young and middle-aged customers and
high-income customers; Finally, combined with 7PS marketing theory, this thesis
explores the marketing system of Yu Nong Tong business of s branch of CCB, and
puts forward practical marketing strategies for the development of Yu Nong Tong
business of s branch of CCB from seven aspects: product, price, channel, promotion,
personnel, tangible display and process The three aspects of risk control guarantee
provide guarantee measures for the implementation of marketing strategy, which is
expected to promote the development of Yu Nong Tong business of s branch of CCB,
and also provide reference for the development of Yu Nong Tong business of other
branches of CCB.
Keywords: S Branch of China Construction Bank(CCB), Marketing Strategy, Yu
Nong Tong Business