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论文编号：	10815
作者编号：	2120163014
上传时间：	2018/12/12 10:24:28
中文题目：	上海银行北京分行资产托管业务营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of Assets Custody in Bank of Shanghai Beijing Branch
指导老师：	赵伟 副教授
中文关键字：	商业银行；资产托管业务；市场营销
英文关键字：	Commercial bank；Asset custody business；Marketing
中文摘要：	1998年，我国证券投资基金第一次运用托管制度，截止到目前，我国商业银行在此方面的业务已经经历了约20年的进步与发展，资产托管规模超过百万亿元，托管中间业务收入超过500亿元，资产托管业务现已成为中国经济体系中重要的组成部分。资产托管业务是商业银行一项综合贡献度较高的战略性业务，属于轻资本业务，托管费收入可直接提高净资产收益率，带来稳定的托管费收入，沉淀大量存款资金，并创造了资金结算、结售汇等多项延伸收益，业务协同效益显著。随着资产托管业务对商业银行的综合贡献不断增强，各家商业银行在资本金约束普遍存在的环境下，将资产托管业务视为战略转型和业务创新的生力军，资产托管业务的营销竞争日趋白热化。一方面，资产托管资格范围不断扩大，竞争对手的增加使得竞争态势更加紧迫；另一方面，资产托管业务资金委托的雷同性质以及高附加值特点，使得各家商业银行更加重视该项业务的拓展，纷纷通过降低费率、斥资搭建新型系统等方式获客，努力扩大托管规模，带动中间业务收入、存款、结算等业务提升。此外，随着托管业务范围的不断扩大，托管人面对的风险开始逐步暴露，2018年8月爆发的“阜兴系”等托管人声誉风险事件，对资产托管业务提出了新的课题。面对日益激烈的竞争环境，上海银行北京分行作为城市商业银行中的排头兵，如何与体量更大、人员更多、资源更丰富的国有商业银行和大型股份制商业银行开展竞争，在市场营销中取得先机，是值得深入研究探讨的问题。 本文从市场营销相关理论出发，对商业银行在托管方面的业务发展过程进行了充分回顾，并且分析了上海银行北京分行在资产托管方面的相关业务的发展现状、业务特点、内外部挑战和所处的环境，利用市场营销学经典的SWOT分析法和4Ps分析法，以上海银行北京分行为标的，从科学的角度研究分析资产托管业务市场营销现状和面临的市场环境，全方位的制定优化方案，最终提出了上海银行北京分行资产托管业务营销优化对策。这一研究，将有利于提高上海银行北京分行资产托管业务的营销效率和效果，提升中间业务收入、存款等等方面的综合性的产能。
英文摘要：	In 1998, China's securities investment funds used the trusteeship system for the first time. Up to now, China's commercial banks have experienced about 20 years of progress and development in this area. The asset custody scale exceeds 100 billion yu-an. With more than 50 billion yuan, the asset custody business has become an important part of the Chinese economic system. The asset custody business is a strategic business with high comprehensive contribution from commercial banks. It belongs to light capi-tal business. The custodian fee income can directly increase the return on net assets, bring stable custodian fee income, deposit a large amount of deposit funds, and create A number of extended incomes such as fund settlement, settlement and sale of foreign exchange, and business synergies are significant. With the comprehensive contribution of asset custody business to commercial banks, various commercial banks regard asset custody business as a new force for strategic transformation and business innovation under the prevailing environment of capital constraints. The marketing competition of asset custody business is becoming increasingly hot. The price war and the system war are endless. On the one hand, the scope of qualifications for asset custody has been continuously expanded, and the increase in competitors has made the competitive situa-tion more urgent. On the other hand, the similar nature of asset entrustment of asset cus-tody business and the high value-added features have made commercial banks pay more attention to the expansion of this business. They have won customers by reducing the rate and investing in building new systems, and strive to expand the scale of custo-dy, and promote the business of intermediary business income, deposits, and settle-ments. In addition, with the continuous expansion of the scope of custody business, the risks faced by custodians began to gradually expose. The reputation risk incidents of custodians such as “Xingxing Department” that broke out in August 2018 raised new issues for asset custody business. In the face of an increasingly fierce competitive envi-ronment, Shanghai Bank Beijing Branch is the vanguard of urban commercial banks. How to compete with state-owned commercial banks and large-scale joint-stock com-mercial banks with larger volume, more personnel and more resources in marketing. Getting the first opportunity is a question worthy of further study. Based on the theory of marketing, this thesis makes a comprehensive review of the business development process of commercial banks in custody, and analyzes the development status, business characteristics, internal and external challenges and the situation of the relevant business of Shanghai Bank of China Beijing Branch in asset custody. The environment, using the SWOT analysis method of marketing classics, to analyze the market status of the asset custody business and the market environment from the scientific perspective, and to formulate an optimization plan in an all-round way. Bank Beijing Branch's asset custody business marketing optimization strategy. This research will help improve the marketing efficiency and effectiveness of the asset management business of Bank of Shanghai Beijing Branch, and improve the comprehensive production capacity of intermediary business income, deposits and so on.
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