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论文编号：	13614
作者编号：	2320200480
上传时间：	2022/12/5 10:25:50
中文题目：	B银行T分行托管业务营销策略研究
英文题目：	Study on Marketing Strategy of Custody Business of T Branch of B Bank
指导老师：	李东进
中文关键字：	资产托管；营销策略；城商行；服务营销；B银行T分行
英文关键字：	asset custody; marketing strategy; city commercial bank; service marketing; Bank B, Branch T
中文摘要：	当前，我国商业银行所面临的发展业态环境已经不同于往昔，金融领域各项政策和业务的更迭、创新、变革，如互联网金融冲击传统金融、外资行开展各项业务、资本市场日益成熟、深入利率市场化改革等，都急速加剧了商业银行乃至金融业的竞争态势，在传统业务遭受利润挤压的情况下，我国商业银行利润率走低，盈利能力持续下降。在这样的大背景下，商业银行急需转变发展目标，调整商业模式，选择新的利润增长点，使经营业绩稳步推进。 作为能对银行中收和利润做出贡献的资产托管业务，具有综合收益可观、综合风险较低的特点，已经成为各家商业银行在业务转型中的重点发展对象，其市场竞争态势已经愈发激烈。 伴随着资管新规的落地和实施，我国资产管理业务市场将更加高效、合规的发展，作为与资产管理业务密切相关的资产托管业务，也将迎来更加广阔的发展空间，其整体规模和收入水平会得到进一步的提升。 作为城市商业银行分支机构异地分行，在过往的发展中，B银行T分行已经在资产托管业务市场取得了一定的成绩，但应对现阶段愈发激烈的竞争形势，面对着市场日益新增的挑战和问题，B银行T分行需要将自身情况与市场情况相结合，制定有效可行的组合营销策略。 本篇文章是以B银行T分行为案例，针对资产托管业务营销，依次分析宏观环境和竞争环境，进而分析优势、劣势、机会和挑战，在对该机构业务现状剖析的前提下，指出其在营销中存在的问题，并分析原因。在此基础上，进行市场细分、目标市场选择和市场定位，提出营销组合策略建议和多方面的实施保障措施。目的在于弥补现有营销工作的不足，增强市场竞争优势，同时，希望能够为其它相似的城市商业银行分支机构提供借鉴意义。
英文摘要：	At present, the development business environment faced by commercial banks in China is different from the past, the change, innovation, and change of various policies and businesses in the financial field, such as the impact of Internet finance on traditional finance, foreign banks to carry out various businesses, the growing maturity of the capital market, in-depth interest rate market reform, etc., have rapidly intensified the competitive situation of commercial banks and even the financial industry, in the case of traditional business suffering from profit squeeze, China With the traditional business suffering from profit squeeze, the profitability of commercial banks in China has been declining. Against such a background, commercial banks urgently need to change their development goals, adjust their business models and choose new profit growth points to make steady progress in their operating performance. As an asset custody business that can contribute to the bank's middle income and profit, it has become the key development object of commercial banks in their business transformation, and its market competition has become more and more intense because of its comprehensive income and low comprehensive risk. Along with the implementation of the new regulations on asset management, China's asset management business market will develop more efficiently and compliantly, and the asset custody business, which is closely related to the asset management business, will also have a broader space for development, and its overall scale and income level will be further enhanced. As an off-site branch of a city commercial bank, Bank B, Branch T has made certain achievements in the asset custody business market in the past development, but in response to the increasingly competitive situation at this stage and the face of the increasingly new challenges and problems in the market, Bank B, Branch T needs to combine its situation with the market situation and develop an effective and feasible combined marketing strategy. This article is a case study of Bank B, Branch T. For the marketing of asset custody business, the macro environment and competitive environment are analyzed in turn, and then the advantages, disadvantages, opportunities, and challenges are analyzed. On the premise of analyzing the current situation of the institution's business, the problems in its marketing are pointed out and the reasons are analyzed. On this basis, market segmentation, target market selection, and market positioning are carried out, and recommendations for marketing mix strategies and multifaceted implementation safeguards are put forward. To effectively solve the problems in the marketing process and improve and enhance the marketing competitiveness of the enterprise, at the same time, it is hoped that it can provide reference significance for other similar branches of urban commercial banks.
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