摘要
摘要
我国的经济发展在改革开放的四十多年间，取得了举世瞩目的成就，GDP年
均增产率达到了9.5%，成为世界排名第二的经济强国。搭载中国经济高度发展
的“顺风车”，中国银行业也取得了较大的发展，从建国初期中国人民银行的
“一枝独秀”到如今的数千家大小银行“遍地开花”，银行业金融机构的资产规
模也不断增加。然而众多起步较晚、规模较小的农村商业银行，虽然近年来总体
发展势头良好，但是普遍存在由于发展年限较短导致缺乏管理经验等问题，在发
展中很难与国有银行和大型股份制银行竞争。如何根据自身特点，采取行之有效
的营销发展策略，实现高效、良好的可持续发展，已成为村镇银行当前亟需解决
的问题。
随着国内外经济发展及互联网科技的进步，市场竞争的含义也发生了巨大的
改变，原本的营销思维也逐渐受到新的冲击。当代市场环境下的竞争模式已由单
纯的产品、价格及服务的竞争改变为公司管理能力及营销能力的竞争。与此同时，
消费的需要也更加个性化、丰富化和差异化，这些需求是无法单纯通过产品开发
来得到满足的。因而，企业需要深入调研目标市场，并采取一定的标准将目标市
场进行细分，并在细分的子市场中展开营销宣传活动，方可在日趋激烈的市场竞
争中立于不败之地。网格化营销应运而生，它优势只要表现在可以精确合理的市
场细分，实现资源的优化配置，通过扁平化的管理层级设置，使市场需求得到快
速响应，逐渐受到企业的追捧，并成为企业在市场竞争中占据主动性的有力“法
宝”。
为进一步推动业务发展，找准新的业务和利润增长点，加快金融项目进村、
进社区，全方位、多渠道了解辖区客户情况，扩大客户营销受众面，提高存贷款、
电子银行产品拓展针对性，大力挖掘和维系优质客户群体，提升精细化管理水平，
这就要求村镇银行必须紧贴客户需求，适时推陈出新，在激烈的同业竞争中寻找
一条符合村镇银行特色的出路，抢先占领村行网点周边的网格，为未来V村镇银
行发展开拓一片“蓝海”领域，鉴于此V村镇银行提出以市场细分为抓手，以抢
占市场为先机，以服务创新为引领，以风险控制为前提，拓宽服务范围，持续提
升金融服务水平的网格化营销策略。
本文以V村镇银行为例，运用了营销理论框架思路，通过实地走访和查阅相
关文献的方法，搜集了诸多真实数据，在此前提下详细描述了村镇银行营销现状
并提出目前营销所存在的问题。运用PEST方法和波特五力模型等理论工具，对
宏观环境和微观环境进行了详细的解释。同时，运用SWOT分析工具，分析了V
I
摘要
村镇银行营销现状的优势和劣势、机遇与威胁四个方面的情况，提出切实可行的
应对策略。此外，运用STP理论细分目标市场，运用7P营销组合理论，制定V
村镇银行网格化营销策略并提出保障措施，构建适应其业务发展需要的网格化营
销模式，建立网格划分标准。详细设计了网格单元，阐述了其运行过程，得出了
V村镇银行实施网格化营销策略的必要性和可行性。
关键词：V村镇银行；网格化营销策略；营销策略
II
Abstract
Abstract
During the more than 40 years of reform and opening up, my country's economic
development has made remarkable achievements. The average annual GDP growth
rate has reached 9.5%, and now it ranks second in the world. Equipped with the
“hitchhiking” of China's high-speed economic development, China's banking industry
has also achieved great development. From the “outstanding but sole” People's Bank
of China in the early days of the founding of the People's Republic of China to the
"blooming and flourishing " thousands of large and small banks today, the assets of
banking financial institutions has also been increasing. However, many relatively late
and small-scaled rural commercial banks are difficult to compete with state-owned
banks and large joint-stock banks in their development, due to the common problems
such as short-term development and insufficient management experience, though the
overall developing momentum has shown optimistic tendency. How to adopt effective
marketing development strategies according to their own characteristics to achieve
efficient and sustainable development has become an urgent problem for rural banks
to solve.
With the development of domestic and foreign economies and the progress of
Internet technology,the meaningofmarket competitionhas alsoundergone
tremendous changes, and the original marketing thinking has gradually been affected
by new impacts. The competition model in the contemporary market environment has
changed from simple competition in products, prices and services to competition in
corporate management capabilities and marketing capabilities. At the same time,
consumer needs are becoming more personalized, enriched and differentiated, which
cannot be met through product development alone. Therefore, enterprises need to
conduct in-depth research on the target market, and adopt certain standards to
subdivide the target market, and carry out marketing publicity activities in the
sub-market segment, in order to be invincible in the increasingly fierce market
competition. Grid marketing came into being, its advantages as long as it can be
accurate and reasonable market segmentation, to achieve the optimal allocation of
resources, through the flat management level settings, so that market demand gets a
rapid response, gradually sought after by enterprises, and become a powerful "magic
weapon" for enterprises to occupy the initiative in market competition.
III