分类号:C939
10710-2019323107
硕士学位论文
济源农商银行大客户服务营销策略优化研究
蒋 倬
导师姓名职称 杨伟 副教授
专业学位类别
申请学位类别管理学 及领域名称 工商管理
论文提交日期 2022 年04 月10 日 论文答辩日期 2022 年06 月12 日
学位授予单位长安大学Research on key account Service Marketing Strategy
optimization of Jiyuan Rural Commercial Bank
A Thesis Submitted for the Degree of Master
Candidate： Jiang Zhuo
Supervisor：Prof. Yang Wei
Chang’an University, Xi’an, China 论文独创性声明
本人声明：本人所呈交的学位论文是在导师的指导下,独立进行研究工作所取得的成
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在文中以明确方式标明。本论文中不包含任何未加明确注明的其他个人或集体已经公开
发表的成果。
本声明的法律责任由本人承担。
论文作者签名:： 年月日
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用学位论文或与该论文直接相关的学术论文或成果时，署名单位仍然为长安大学。
（涉密论文在解密后应遵守此规定）
论文作者签名：年月日
导 师 签 名： 年月日 摘要
在市场经济发展浪潮的推动下，我国银行业营销模式发生了显著变化，银行业由原
有的卖方市场转向以客户为主导的买方市场转变。各大银行在新的市场环境下，纷纷调
整市场营销策略，开展更精细化的客户服务，以实现良好的营销效果。在银行客户群体
中，大客户是银行至关重要且赖以生存的客户群体，针对大客户开展营销已成为银行业
的首要任务，也是银行抢夺市场先机、进行良性竞争的必然选择。对于地方性商业而言，
更要厘清市场环境，提升思想意识，制定科学合理、高效全面的大客户营销方案，通过
精准化、差异化、个性化的营销服务提升自身竞争力。鉴于大客户营销对于我国银行业
的重要意义，本文通过文献资料法、定性分析法、案例分析法对济源农商银行大客户营
销策略展开实证分析。
文章首先阐述了银行业大客户营销的背景、归纳总结了与之相关的国内外研究现
状。接着，本文立足于现代市场营销的角度，以 7PS 理论为理论基础，深入分析了济源
农商银行大客户营销的现状。研究发现：济源农商银行大客户营销存在的主要问题是产
品设计单一；价格策略不合理；渠道定位狭窄；促销力度有限、员工能力欠缺；有形展
示不够；过程管理不完善。针对这些问题，文章提出了济源农商银行大客户服务营销的
具体优化策略，以及营销策略实施的保障措施，旨在帮助济源农商银行大客户营销管理
在复杂多变的商业环境下得到充分、有效的实施，推动该行大客户业务的向好发展，同
时为我国整个银行业开展大客户营销提供有益启示和借鉴。
关键词：济源农商银行；大客户；服务营销；大客户服务营销
I Abstract
Driven by the development of market economy, the marketing model of China;s banking
industry has changed significantly. The banking industry has changed from the original
seller;s market to the customer-oriented buyer;s market. In the new market environment, major
banks have adjusted their marketing strategies and carried out more refined customer service
to achieve good marketing results. Among the bank customer groups, key customers are the
most important and vital customer groups for the bank to survive. Marketing for key
customers has become the primary task of the banking industry, and it is also the inevitable
choice for the bank to seize the market opportunity and carry out benign competition. For
local businesses, it is more important to clarify the market environment, improve ideological
awareness, formulate scientific, reasonable, efficient and comprehensive key customer
marketing plans, and improve their competitiveness through accurate, differentiated and
personalized marketing services. In view of the importance of key customer marketing to
China;s banking industry, this paper makes an empirical analysis on the key customer
marketing strategy of jiyuan Rural Commercial Bank through literature, qualitative analysis
and case analysis.
Firstly, the paper expounds the background of banking key customer marketing, and
summarizes the related research status at home and abroad. Then, from the perspective of
modern marketing, this paper deeply analyzes the current situation of key customer marketing
of jiyuan Rural Commercial Bank on the basis of key customer marketing theory and 7PS
theory. The research shows that the main problem of key customer marketing of jiyuan Rural
Commercial Bank is the single product design; Unreasonable price strategy; Narrow channel
positioning; Limited promotion efforts and lack of staff capacity; Insufficient physical display;
Imperfect process management. In view of these problems, the article puts forward the
specific optimization strategy of key customer service marketing of jiyuan Rural Commercial
Bank and the guarantee measures for the implementation of marketing strategy, aiming to
help jiyuan Rural Commercial Bank to fully and effectively implement key customer
III