专业学位硕士学位论文
LF 村镇银行个人金融业务市场营销策略研究
Research on Marketing Strategy of Personal Financial Business of
LF Village Bank
作 者 姓 名： 周诗淇
学科、 专业： 工商管理
学 号： 32011210
指 导 教 师： 董维刚
完 成 日 期： 2022 年 5 月 28 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目： LF 村镇银行个人金融业务市场营销策略研究
作 者 签 名 ：日期： 2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
自 2007 年第一家村镇银行成立以来，村镇银行顺应时代，不断变革发展，为乡镇
中小企业和农民提供特色化的金融服务，成为弥补农村金融空白的主力军。个人金融业
务一直是村镇银行的主营业务，现已成为村镇银行收益的主要来源。随着经济的发展，
客户需求日益多样化，各大银行的产品和服务趋于“同质化”，客户对银行有着更高的
要求，现阶段，市场营销策略对村镇银行来说至关重要。但是，对村镇银行个人金融业
务营销策略还没有成熟的可供参考的相关欧亿·体育（中国）有限公司。因此，对村镇银行个人金融业务的营销
策略研究迫在眉睫。
本文以 LF 村镇银行为研究对象，通过PEST 分析，波特的五力模型等工具，分析
LF 村镇银行企业内部环境、宏观环境以及欧亿·体育（中国）有限公司环境，结合营销现状找出LF 村镇银行在
开展个人金融业务市场营销过程中存在的问题，并对问题进行分析，找到适合LF 村镇
银行个人金融业务发展的营销策略。结合客户关系管理理论以及STP 理论，本文对LF
村镇银行进行市场细分，确定 LF 村镇银行的目标市场，精准市场定位，注重维护客户
关系，对银行的品牌形象进行管理，并从产品、渠道、价格、促销、过程等几个维度出
发，优化企业内部营销管理流程，提出营销策略，为LF 村镇银行个人金融业务可持续
健康发展提供建议。
本文的研究不仅可以解决LF 村镇银行内部实际问题，也可以为其他村镇银行更好
开展个人金融业务营销工作提供有价值的参考依据。
关键词：村镇银行；个人金融业务；营销策略；STP 理论
- I - LF 村镇银行个人金融业务市场营销策略研究
Research on Marketing Strategy of Personal Financial Business of LF
Village Bank
Abstract
Since the establishment of the first village bank in 2007, village banks have adapted to
the times, constantly reformed and developed, and provided characteristic financial services
for small and medium-sized enterprises and farmers in villages and towns, becoming the main
force to fill the gaps in rural finance. Personal financial business has always been the main
business of village banks and has now become the main source of revenue for village banks.
With the development of economy, the demand of customers is increasingly diversified, and
the products and services of major banks tend to be "homogeneous". Customers have higher
requirements for banks. At this stage, the marketing strategy is crucial for village banks.
However, the research on marketing strategy of personal financial business of village banks is
still in the initial stage, and there is no mature marketing concept for reference. Therefore, it is
extremely urgent to study the marketing strategies of the personal financial business of village
banks.
This paper takes LF village bank as the research object, analyzes the internal
environment, macro environment and industry environment of LF village bank through PEST
analysis and Porter;s five forces model, and identifies the problems in the marketing process
of personal financial business of LF village bank with the current marketing situation, and
analyzes the problems to find the marketing strategy suitable for the development of personal
financial business of LF village bank. Combining customer relationship management theory
and STP theory, this paper segments the market of LF village bank, determines the target
market and precise market positioning of LF village bank, pays attention to maintaining
customer relationship, manages the brand image of the bank, optimizes the internal marketing
management process from the aspects of products, channels, prices, promotions, processes,
etc., and puts forward the improvement measures of marketing strategies, which can provide
feasible suggestions for the sustainable and healthy development of personal financial
business of LF village bank.
The research in this paper can not only solve the internal practical problems of LF
village banks, but also provide valuable reference for other village banks to better carry out
the marketing of personal financial business.
Key Words：Village Bank; Personal Financial Business; Marketing Strategy; STP Theory
- II -大连理工大学专业学位硕士学位论文
目录
摘 要......................I
Abstract .................... II
1 引言 ..................... 1
1.1 研究背景................ 1
1.2 研究意义................ 1
1.3 文献综述................ 2
1.3.1 市场营销策略的相关研究............ 2
1.3.2 银欧亿·体育（中国）有限公司营销策略的相关研究........ 3
1.4 研究内容和研究框架................. 4
1.4.1 研究内容............ 4
1.4.2 研究方法............ 5
1.4.3 研究框架............ 6
2 理论基础.................... 7
2.1 市场营销概述............... 7
2.2 营销环境分析工具.............. 7
2.2.1 PEST 分析................. 7
2.2.2 波特的五力模型.............. 8
2.3 营销策略相关理论.............. 9
2.3.1 客户关系管理理论.......... 9
2.3.2 STP 理论............ 9
2.3.3 7P 营销理论............ 10
3 LF 村镇银行个人金融业务营销环境分析............. 12
3.1 宏观环境分析............. 12
3.1.1 政治环境分析................ 12
3.1.2 经济环境分析................ 12
3.1.3 社会环境分析................ 15
3.1.4 技术环境分析................ 17
3.2 欧亿·体育（中国）有限公司环境分析............. 18
3.2.1 现存的竞争对手分析........... 18
3.2.2 潜在进入者分析............ 19
- III -