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论文编号：	10970
作者编号：	2220150589
上传时间：	2019/6/14 12:37:57
中文题目：	PA银行供应链金融业务营销策略研究
英文题目：	PA Bank Supply Chain Finance Business Marketing Strategy Research
指导老师：	刘建华
中文关键字：	供应链金融；营销组合策略；商业银行
英文关键字：	Supply Chain Finance；Marketing Mix Strategy；Commercial Bank
中文摘要：	供应链金融业务是我国银行的一种新的产品,近年来受到国际银行界的普遍 关注，成为我国各大银行新的重要业务增长点。供应链金融业务是为银行供应链 中的企业提供一揽子资金解决方案的主要措施之一，有利于企业合理地控制财 务成本并获得较快的发展，同时也能够帮助银行更准确地获取一手信息，密切跟 踪企业的生产经营状况，降低银行的信贷风险，寻找到更多的利润增长点。 我国供应链金融业务相对国外的发展存在一定滞后性，本文通过对比和分 析海内外供应链金融发展现状后，较为系统的梳理了我国商业银行供应链金融 的发展现状以及未来发展趋势，以 PA 银行供应链金融业务为出发点，结合传统 营销管理理论，对 PA 银行供应链金融业务所处的宏观经济、行业环境以及微观 环境进行细致深入的分析。 国外供应链金融业务发展势头迅猛，而国内该业务发展相对滞后。从中我们 可以发现，我国供应链金融发展目前存在的问题，从营销突破，提出可以推广我 国商业银行供应链金融服务业务具体对策。供应链融资模式以及产品设计和风 险控制环节是供应链金融研究的主要突破点，本文通过梳理供应链金融的理论 包括定义、特点等内容以营销策略为视角，推广商业银行供应链金融服务。最后， 将理论联系实际，对 PA 银行供应链金融业务营销环境进行分析，运用相关理论 提出具体的营销组合策略，并从人员、组织、信息系统等方面提出切实可行的保 障举措。 未来供应链金融业务的市场具有较大提升空间，供应链金融发展也将使相 关的利益有攸关方实现互惠互利，本文最终目标是结合我国商业银行供应链金 融业务发展现状，结合实际将营销策略作为发展突破点，提出营销策略，从而使 其能够在推广供应链金融的过程中发挥作用，为我国商业银行金融创新贡献力 量。
英文摘要：	Supply chain finance is a new product of Chinese banks, which has attracted widespread attention of international banking circles in recent years and has become a new important business growth point of major banks in China. Supply chain financial business is the main measure to provide a package of financial solutions for enterprises in the bank supply chain, which is conducive to the rational control of financial costs and rapid development of enterprises. At the same time, it can help banks more accurately obtain first-hand information, closely track the production and operation of enterprises, reduce the credit risk of banks, and find more profit growth points. China's supply chain finance business has a certain lag with respect to foreign development. After comparing and analyzing the development status of supply chain finance at home and abroad, this paper systematically sorts out the development status and future development trend of China's commercial bank supply chain finance, with PA Bank. Taking the supply chain financial business as the starting point, combined with the traditional marketing management theory, it conducts a detailed and in-depth analysis of the macroeconomic, industrial environment and micro-environment of the PA banking supply chain financial business. The development of foreign supply chain financial business is booming, and the development of this business in China is relatively lagging behind. So we can find out the shortcomings of China's supply chain finance development, and take the marketing link of supply chain finance as a breakthrough, so as to promote the commercial banks' supply chain financial services into specific countermeasures. The supply chain financing model and product design and risk control are the main breakthroughs in supply chain finance research. This thesis expounds the theoretical content of supply chain finance, and deepens the meaning, characteristics and operational ideas of supply chain finance, so as to adopt marketing strategy. The level provides new ideas for promoting commercial banking supply chain finance. Finally, this paper will further apply the theoretical knowledge to the real practice, through the specific case - the specific problems encountered in the marketing strategy of PA bank supply chain Abstract III finance, in the practice of the whole process, the use of commercial bank supply chain finance Marketing theory, in order to analyze the development of PA bank supply chain finance, the specific practices of promotion, effect evaluation, improvement measures, and study the specific marketing strategy of supply chain finance according to the actual situation. As an innovative result of improving product mix and integrated service model, the market potential of supply chain finance is very strong. The development of supply chain finance will also enable relevant stakeholders to achieve a win-win situation and become a new competition for banks. In the field, the ultimate goal of this thesis is to use the marketing strategy as a breakthrough point of development in the development of supply chain finance in China's commercial banks, so that it can play a role in promoting the supply chain finance and contribute to the financial innovation of China's commercial banks.
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