摘 要
随着经济全球化的不断深入，信息技术的高速发展，银欧亿·体育（中国）有限公司的经营模式及营
销策略正在发生深刻的变化。随着银行间的竞争日趋激烈，对商业银行提出了严
峻的挑战。作为商业银行的基础，作为商业银行与客户直接联系并服务于客户的
基层组织。商业银行基层支行营销策略的有效性，服务水平的高低，不仅影响着
商业银行基层支行自身的经营行为及其生存与发展，而且必然影响商业银行整体
的生存与发展。因此，探讨商业银行基层支行的营销策略，就成为一个迫切需要
研究的课题。

本文以 J 支行为例，运用案例分析的方法，分析了 J 支行服务营销的现状、
存在问题及其原因。探讨了制定服务营销策略的影响因素，通过分析 J 支行的现
行模式以及服务营销的具体做法，提出了 J 支行完善服务营销的对策，及其实施
保障措施。论文认为，J 支行服务营销的主要问题是，同业竞争异常激烈，缺乏
优秀的专业人才，服务质量不高。论文提出，商业银行基层银行要在上级行经营
方针的指导下，基于现代服务营销理论，并结合自身所处的内外部环境，现有业
务发展现状，来制定服务营销策略。论文提出，J 支行实施服务营销 7P 组合策
略与 3R 客户忠诚度管理服务营销策略，应该对支行客户进行细分，积极开展特
色业务，通过客户让渡价值、有形感受价值来提高自身的竞争力和客户满意度，
采取“走出去，请进来”的策略，提高服务的灵活性，加强客户维护和口碑营销。

论文还提出，应该同时辅以一些保障措施，保证服务营销策能够有效的实施。

论文研究及其结论，将对其他同类基层支行开展服务营销提供有益的启示。

关键词：基层商业银行，服务营销策略，SWOT 分析，7P 组合，3R 营销Abstract
With high speed development of economic globalization and information
technology, the profound change of business model and marketing strategy in
commercial banking. The competitions growing between the banks pose a huge
challenge to the whole commercial bank industry. As the foundation of
commercial bank which connect and serve customers, sub branch banks’
marketing strategy and quality of service mostly determine the development of
the whole industry. Therefore, it is an urgent need to discuss it.
This paper analyze J sub-branch bank’s service marketing strategy problem
and give the solutions which base on bank’s reality. The reasons mostly are heavy
competition, lacking of expert professionals and poor service. Paper said that
marketing strategy should overall consider the superior management policy,
modern service marketing theory, internal and external environment and
current situation of business development. J sub-branch bank should accomplish
7P portfolio strategy and 3R customer loyalty strategy. Customers should be
subdivided. Special service should be offered. Maintaining key customers and
word-of-mouth marketing should be enhanced and also more flexible service
which depend on customers requirements. Paper also said that it should take
some measures to realize them for future.
The research and its conclusions will provide beneficial inspiration for other
similar sub branch of it’s service marketing strategy.
Keywords：Basic commercial bank，service marketing strategy，SWOT analysis，
7P portfolio，3R marketing