深圳地区中小商业银行的服务营销之路——以包商银行深圳为例
近年来，深圳金融业发展快速。随着金融行业的竞争日益剧烈，国内商业银行同质化严重，银行竞争力不明显，银行业从“垄断经营”走向“竞争经营”中。
本文将通过研究深圳银行现状，查找文献了解深圳中小商业银行的营销现状。以包商银行深圳分行为个例，运用层次分析法提炼出影响其客户价值的因素，从而对其客户群体分类，运用客户价值管理、差异化营销和服务营销理论，提出相应的改善建议，希望能对其他中小商业银行的服务营销有借鉴及启发的意义。
【关键词】
中小商业银行，差异化营销，服务营销，层次分析法
Services Marketing of Small and Medium-sized Commercial Banks in Shenzhen
---Taking Baoshang Bank Shenzhen Branch as an Example
【Abstract】In recent years, financial industry develops rapidly in Shenzhen. With the increasing competition, the homogenization of domestic commercial banks has been serious. The banking industry is changing from monopoly management to competitive management.
This paper will reveal the marketing condition of small and medium-sized commercial Banks in Shenzhen through studying the status of Shenzhen banks and related literatures. Taking Baoshang Bank Shenzhen branch as an example, find out the effect factors of customer value by applying analytic hierarchy process, in order to divide customers into different groups. Using Customer Value Management, Differentiated Marketing and Services Marketing to provide reference and inspiration to other small and medium-sized commercial banks.
【Key words】small and medium-sized commercial banks，differentiated marketing，services marketing，analytic hierarchy process
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