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论文编号：	10595
作者编号：	2120163164
上传时间：	2018/12/7 10:59:08
中文题目：	中信银行TJ分行国际业务营销策略研究
英文题目：	Research on the Marketing Strategy of International Business of CHINA CITIC Bank TJ Branch
指导老师：	苏国新
中文关键字：	国际业务 营销策略 SWOT分析
英文关键字：	International Business; Marketing Strategy; SWOT Analysis
中文摘要：	本文主要针对经济全球化，中国在国际经济中扮演的角色越来越重要的大环境下，以中信银行TJ分行为示例，结合管理学的理论知识，对该行的国际业务营销策略进行研究。随着全球经济一体化的进程不断加快，我国外贸发展迅速，国家对“一带一路”发展战略的倡导和鼓励企业“走出去”的政策支持为我国企业带来了新的发展机遇。但是世界经济的不稳定因素慢慢增多，如何更好的服务于国际业务企业变成为了商业银行国际业务发展的新课题。中信银行TJ分行成立18年以来，其国际业务通过长久发展也早已成为传统优势业务领域，相比部分商业银行在业务转型上已经领先一步。 本文结合当前国际市场全球化和银行业激烈竞争的态势，基于TJ市的经济发展水平和特点，沿袭中信银行发展的历程和现状，对中信银行TJ分行的国际业务发展阶段进行了详细的分析，列举出其业务发展的优势：网点众多、专业的服务团队、较强的产品创新能力、合理的价格机制、根据形势寻找新的利润增长点的能力、“产品经理+客户经理”营销模式；劣势：客户基础较为薄弱业务集中度较高、外币存款增长缓慢、产品组合设计仍需进一步加强、营销队伍营销能力不足、.国外分行及代表处网络与其他银行相比仍有差距；机遇：“一带一路”和“走出去”战略、外汇管理减政放权、自贸区的成熟发展、.居民收入及财富持续增长；挑战：中美贸易摩擦走向不确定性较大、同业同质化竞争加强、外部监管形势愈发严峻。 进而明确指出其存在的问题，同时结合市场营销的知识和行业内的经验，分析问题的成因，主要为以下几点：1.国际业务产品发展不协调，主要体现在：个人外汇业务发展不充分、国际业务产品比较单一、服务水平尚不达标；2.价格管理水平待提升，主要体现在：贸易融资方面，中信银行总行要求各分行给客户的业务报价要遵循总行制定的FTP价格标准，无论客户大小，业务量大小，均不能对客户进行超权限的价格优惠，资金资本业务方面，价格无竞争优势；3.渠道体系较薄弱，主要体现在：网点布局及人员营销意识不足、线上渠道满意度不高、联动营销渠道待拓展；4.促销手段待优化，主要体现在：广告投放渠道较少、宣传影响力有待提升。 然后根据中信银行TJ分行情况制定出营销战略目标：总体目标为按照总行“精品盈利行”的定位，以“不出风险、不出案件、跟随大势、跑赢大市”为总体目标，坚持固本夯基、优化结构，走精而轻、精而专、精而强之路，把中信银行TJ分行发展为天津地区知名跨境业务服务品牌，实现建设最佳综合融资服务企业的总行发展愿景。围绕营销战略目标，制定了营销策略：1.产品战略，包括细分客户提供差异化产品，分别对结算型客户、国家战略型客户、离岸客户群体和境外非银投资人提供不同的产品；巩固大单品领先优势，在现有平台及房地产客户的基础上，积极向境内优质实体企业营销海外债，拓宽客群，进一步巩固市场地位，紧抓“一带一路”国家战略，针对对外承包工程企业的境外项目，分行端与中信保天津公司捆绑，支行端与对外承包工程企业捆绑，大力支持出口信贷业务，为“走出去”项目提供配套融资，助力“一带一路”项目的顺利开展。灵活使用表外产品及外币融资工具，针对当前银行当前信贷规模紧，资负比较高的现状，积极使用国际业务产品对接行内资产。2.定价策略，包括渗透性定价策略，目标客户为分行希望营销的新客户和议价能力较强的大型客户群体，标的业务产品为市场中需求量较大的产品；撇脂定价策略，目标客户为标的产品契合其需求且对价格不是特别敏感的企业，标的业务产品为中信银行TJ分行根据市场情况，运用产品创新能力研发出的新产品；组合定价策略，目标客户为业务较为综合的客户，标的产品是银行提供的一套金融服务方案；差别定价策略，目标客户为所有标的产品的适用客户，标的产品为分行有自主定价权限的国际业务产品。3.渠道策略，包括加强集团内业务联动，建立综合金融服务，一方面要时刻牢记以客户为中心，另一方面，对于不同的企业和子公司的产品应当进行综合协同服务；加强境外渠道建设，境外渠道的建设应从与中信银行海外子行加深合作和建立完善境外代理行网络两方面着手；搭建渠道提升获客能力，厘清各类业务的一手信息渠道，然后开展精准营销；4.促销策略优化，包括加大广告的投放力度，对于国际业务的宣传，应该采用现代化的宣传模式，系统化的进行宣传；采取分层营销策略，将分行的营销资源进行合理化的运用，提高营销的效率；开展多样化的营销活动，举办客户沙龙活动、高端客户论坛等活动、定期发布市场分析报告。 最后提出了配套的保障措施，包括1.完善费用管理，优化国际业务相关的营销费用的使用结构，在符合分行营销费用管理制度的前提下以实现国际业务营销目的制定营销资金策略；优化激励机制，要建立起对营销人员的激励机制，提高业务人员的业务积极性；2.深化人力资源改革，加强干部队伍管理，以德才兼备、以德为先为用人前提；关注员工职业成长，完善各序列、各机构员工轮岗交流和交叉晋升机制，完善员工多元化发展路径。3.加强精细化管理，提高资源配置效率，费用资源强化效益核心导向，强调投入产出率；强化信息科技保障作用；4.坚持风险合规底线，推进风险合规文化建设，建设“平安中信”；构建分行内部合规内控体系，构建“三道防线”。 在对中信银行TJ分行的国际业务营销分析过程中，本文坚持理论和实际相结合的方法，进行了系统性的分析和探讨。本文对于中信银行TJ分行国际业务营销策略的研究分析，基于其业务现状，结合笔者工作实际和同业成功经验，对中信银行TJ分行国际业务具有现实的参考价值。
英文摘要：	In this paper, in the context of economic globalization and China's increasingly important role in the international economy, China citic bank TJ branch is taken as an example and its international business marketing strategy is studied by combining the theoretical knowledge of management. With the accelerating process of global economic integration and the rapid development of China's foreign trade, the country's advocacy of "One Belt And One Road" development strategy and policy support to encourage enterprises to "go global" have brought new development opportunities for Chinese enterprises. However, the unstable factors of the world economy are gradually increasing. How to better serve international business enterprises has become a new topic for the development of international business of commercial Banks. Since the establishment of China citic bank TJ branch 18 years ago, its international business has long been the traditional dominant business field through long-term development. Compared with some commercial Banks, it has taken a step forward in business transformation. Combining with the current international market globalization and banking competition situation, based on the economic development level and characteristics of TJ city, follow the history and current situation of development, China citic bank for TJ branch of China citic bank international business development stage has carried on the detailed analysis, lists the advantages of its business development: many outlets, professional service team, strong ability of product innovation, reasonable price mechanism, according to the situation to find new profit growth point ability, "product manager + customer manager" marketing model; Disadvantages: weak customer base, high business concentration, slow growth of foreign currency deposits, still need to be further strengthened in product portfolio design, insufficient marketing ability of marketing team. Opportunities: "One Belt And One Road" and "going global" strategy, foreign exchange management, administrative decentralization, mature development of free trade zone, sustained growth of household income and wealth; Challenges: trade frictions between China and the United States are facing greater uncertainty, more homogeneous competition and more severe external supervision. Then, it clearly points out the existing problems and analyzes the causes of the problems by combining marketing knowledge and industry experience. The problems are mainly as follows: 1. 2. The price management level to enhance, mainly reflects in: trade financing, China citic bank head office request quote the customer's business branches should follow the standards of FTP prices set by the head office, regardless of client size, volume size, all cannot be super permissions to customer price concessions, money capital operations, the price have no competitive advantage; 3. The channel system is relatively weak, which is mainly reflected in the following aspects: insufficient network layout and staff marketing awareness, low satisfaction with online channels, and undeveloped linkage marketing channels; 4. The promotion means need to be optimized, which is mainly reflected in the following aspects: fewer advertising channels and promotion influence need to be improved. Then according to the situation of TJ branch of China citic bank to develop a marketing strategy goal: overall objectives for according to the positioning of the "high-quality goods profit line" of the headquarters, with "no risk, no case, follow the trend, run to win the market" as the overall objectives, adhere to the base, optimizing the structure of thrift ram, essence and light, and specifically, the road of fine and strong, the citic bank TJ branch development for tianjin area well-known cross-border business service brand, to become the best integrated financing service enterprise development vision of the headquarters. 1. Product strategy, including providing differentiated products for customer segmentation, and providing different products for settlement customers, national strategic customers, offshore customer groups and overseas non-bank investors; Consolidate the big item lead, on the basis of the existing platform and the real estate customer, positive to the domestic high-quality entity enterprise marketing foreign debt, broaden the customers, to further consolidate the market position, cling to "in" national strategy, in view of the foreign contracting engineering company overseas projects of bundled with citic tianjin bao company branch end, bundled with foreign contracted projects enterprises branch end, support export credit business, provide supporting financing for the project of "going out", power "area" of the project smoothly. Flexible use of off-balance sheet products and foreign currency financing tools, in view of the current tight credit scale and relatively high capital burden of Banks, actively use international business products to connect with intra-bank assets. 2. Pricing strategy, including penetration pricing strategy. The target customers are new customers that the branch hopes to market and large customer groups with strong bargaining power. Skimming pricing strategy. Target customers are the enterprises whose target products meet their needs and are not particularly sensitive to price. The target business products are new products developed by China citic bank TJ branch based on market conditions and the ability of product innovation. Combined pricing strategy, the target customers are more comprehensive business customers, the target product is a set of financial service scheme provided by the bank; Differential pricing strategy: the target customer is the applicable customer of all the target products, and the target product is the international business product with independent pricing authority of the branch. 3. Channel strategy, including strengthening the business linkage within the group and establishing comprehensive financial services, should always bear in mind that customer is the center, on the one hand, on the other hand, the products of different enterprises and subsidiaries should be integrated and coordinated services; To strengthen the construction of overseas channels, the construction of overseas channels should start from deepening cooperation with overseas sub-banks of citic bank and establishing and improving the network of overseas correspondent Banks. Build channels to improve customer acquisition ability, clarify primary information channels of various businesses, and then carry out precision marketing; 4. Optimization of promotion strategies, including increasing the advertising intensity, should adopt modern publicity mode and systematic publicity for the publicity of international business; Adopt hierarchical marketing strategy, rationalize the use of marketing resources of branches, and improve the efficiency of marketing; Carry out diversified marketing activities, hold customer salon activities, high-end customer BBS and other activities, and regularly issue market analysis reports. At last, the supporting guarantee measures are put forward, including 1. Improve the cost management, optimize the use structure of marketing expenses related to international business, and formulate marketing capital strategy to achieve the purpose of international business marketing in line with the branch marketing expense management system; 2. To optimize the incentive mechanism, we should establish the incentive mechanism for marketing personnel and improve the business enthusiasm of business personnel. 2. Deepen the reform of human resources, strengthen the management of cadres and ranks, and take both virtue and talent as the premise of employing personnel; Pay attention to the career growth of employees, improve the staff rotation communication and cross-promotion mechanism of various sequences and organizations, and improve the diversified development path of employees. 3. Strengthen refined management, improve the efficiency of resource allocation, strengthen the core orientation of benefit of cost resources, and emphasize the input and output rate; Strengthening the role of information science and technology to safeguard; 4. Adhere to the bottom line of risk compliance, promote the construction of risk compliance culture, and build "safe citic"; Build internal compliance control system of branches and "three lines of defense". In the process of analyzing the international business marketing of China citic bank TJ branch, this paper adheres to the method of combining theory with practice and makes a systematic analysis and discussion. Based on the research and analysis of the international business marketing strategy of China citic bank TJ branch, based on its current business situation, combined with the author's actual work and successful experience in the industry, this paper has practical reference value for the international business of China citic bank TJ branch.
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