当前，我国银欧亿·体育（中国）有限公司已初步形成多元化竞争格局，农村商业银行、村镇银行等农村 金融机构已成为银行体系的重要组成部分。随着居民可支配收入的提高、消费意识的 加强，银行零售业务日益受重视，成为各类银行重要的利润来源之一。这就要求银行 规范服务行为，培养专业营销人才，通过提升服务水平提高营销业绩。本文选择Q农 村商业银行为案例，分析研究其零售业务的内外部环境，提出营销策略优化的建议。 首先，剖析Q农村商业银行零售业务营销发展环境，其中，宏观环境涉及经济环 境、银欧亿·体育（中国）有限公司环境以及社会环境等三方面，微观环境包括人力资源、客户群体以及零售 产品等方面。其次，利用SWOT分析法研究发现Q农村商业银行的优势、劣势、机会 以及面临的威胁，得出Q农村商业银行目前存在的制约零售业务营销发展的问题。最 后，针对这些问题进行零售业务营销策略的优化。 研究认为，当前Q农村商业银行零售业务面临营销队伍匮乏，员工思想意识保守 落后，城区零售业务受限，零售产品单一缺乏创新，缺乏自主的财富管理体系以及信 息科技水平落后等问题。为进一步优化营销策略，提出以下建议：一是建立一支高素 质的营销服务团队和优秀的服务人才队伍，引进先进的经营管理理念，提高服务营销 能力和水平，二是大力推动零售产品创新、大数据分析系统建设、财富管理体系建设 以及科技水平提升，三是出台策略优化的保障措施，提高Q农村商业银行的服务营销 水平，促进零售业务规模化发展。 关键词：农村商业银行；零售业务；营销策略 II Abstract Atpresent,China'sbankingindustryhasinitiallyformedadiversifiedcompetition pattern.Ruralcommercialbanks,ruralbanksandotherruralfinancialinstitutionshave becomeanimportantpartofthebankingsystem.Withtheimprovementofresidents' disposableincomeandconsumptionawareness,retailbankingbusinesshasbeenpaidmore andmoreattentionandbecomeoneoftheimportantprofitsourcesofallkindsofbanks. Thisrequiresbankstostandardizeservicebehavior,cultivateprofessionalmarketingtalents, andimprovemarketingperformancebyimprovingservicelevel.ThispaperchoosesQrural commercialbankasacase,analyzestheinternalandexternalenvironmentofitsretail business,andputsforwardsuggestionsformarketingstrategyoptimization. Firstofall,itanalyzesthedevelopmentenvironmentofretailbusinessmarketingofQ ruralcommercialbank,inwhichthemacroenvironmentinvolveseconomicenvironment, bankingenvironmentandsocialenvironment,andthemicroenvironmentincludeshuman resources,customergroupsandretailproducts.Secondly,usingSWOTanalysismethod,we findtheadvantages,disadvantages,opportunitiesandthreatsofQruralcommercialbank, andfindoutthecurrentproblemsrestrictingthedevelopmentofretailbusinessmarketing ofQruralcommercialbank.Finally,optimizethemarketingstrategyofretailbusiness. Accordingtotheresearch,theretailbusinessofQruralcommercialbankisfacedwith thefollowingproblems:lackofmarketingteam,conservativeandbackwardemployees' ideology,limitedretailbusinessinurbanareas,lackofinnovationinretailproducts,lackof independentwealthmanagementsystemandbackwardinformationtechnologylevel.In ordertofurtheroptimizethemarketingstrategy,thefollowingsuggestionsareputforward: first,establishahigh-qualitymarketingserviceteamandexcellentservicetalentsteam, introduceadvancedmanagementconcepts,improvetheservicemarketingabilityandlevel; second,vigorouslypromotetheretailproductinnovation,bigdataanalysissystem construction,wealthmanagementsystemconstructionandtechnologylevelimprovement; third,introduceexcellentstrategies.ToimprovetheservicemarketinglevelofQrural commercialbankandpromotethelarge-scaledevelopmentofretailbusiness. Keywords:RuralCommercialBank；Retailbusiness；marketingstrategy III 目录 第1章绪论...........................................................................................................................1 1.1选题的背景和意义...................................................................................................1 1.1.1选题背景........................................................................................................1 1.1.2选题目的和意义............................................................................................1 1.2国内外研究动态.......................................................................................................2 1.2.1国外研究动态................................................................................................2 1.2.2国内研究动态................................................................................................3 1.3主要研究内容和研究方法.......................................................................................4 1.3.1.研究思路和主要内容...................................................................................4 1.3.2.解决的主要问题...........................................................................................4 1.3.3.研究方法.......................................................................................................5 第2章相关理论基础...........................................................................................................6 2.1市场营销相关理论...................................................................................................6 2.1.1市场营销STP理论........................................................................................6 2.1.2市场营销4P理论..........................................................................................6 2.2战略管理SWOT分析法.............................................................................................7 2.2.1优势-机会战略（SO）..................................................................................8 2.2.2劣势-机会战略(WO)......................................................................................8 2.2.3优势-威胁战略(ST)......................................................................................8 2.2.4劣势-威胁战略(WT)......................................................................................8 第3章Q农村商业银行及营销策略概况............................................................................9 3.1公司概况...................................................................................................................9 3.2零售业务营销概况.................................................................................................10 3.2.1零售产品种类..............................................................................................10 3.2.2零售产品销售渠道......................................................................................13 3.2.3产品宣传促销..............................................................................................13 第4章Q农村商业银行零售业务营销的内外部环境分析..............................................15 4.1外部环境分析.........................................................................................................15 4.1.1经济环境......................................................................................................15 4.1.2我国银欧亿·体育（中国）有限公司环境..........................................................................................16 4.1.3社会环境.....................................................................................................18 4.1.4“三农”政策环境.......................................................................................20 4.2内部环境分析.........................................................................................................20 4.2.1人力资源分析..............................................................................................20 4.2.2零售业务产品现状分析..............................................................................24 4.2.3客户群体分析..............................................................................................26 第5章Q农村商业银行营销策略的SWOT分析................................................................29 5.1优势分析.................................................................................................................29 5.1.1本土优势......................................................................................................29 5.1.2农区客户群优势..........................................................................................29 IV 5.1.3网点优势.