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论文编号：	14429
作者编号：	2320213740
上传时间：	2023/12/16 10:12:48
中文题目：	天津建行河西支行对公业务服务营销策略研究
英文题目：	Research on Marketing Strategies for Corporate Business Services of Tianjin Construction Bank Hexi Branch
指导老师：	卿志琼
中文关键字：	服务营销策略；对公业务；商业银行；服务营销
英文关键字：	Service Marketing Strategy；corporate business；Commercial bank；Service Marketing
中文摘要：	银行对公业务是指商业银行向公司机构类客户提供的包括支付结算、现金管理服务在内的各项结算服务以及提供融资、发债、中间业务等的一揽子综合金融服务,服务种类广，客户受众面多,是商业银行利润来源的主要渠道。天津建行河西支行是天津建行下属的支行，区域地理位置优越，但近年来随着市场竞争加剧，银行利润空间收窄，如何提质增效是近年来的主要话题，但究其本源银行业是服务行业，从本质上讲如何做好客户服务营销是区域内提比进位，提升行业竞争力的一大利器。 论文将服务营销策略相关理论成功应用到天津建行河西支行对公业务中，具有一定的理论应用创新价值，对实践层面提供了切实有效的对策建议，为天津建行河西支行的公司业务营销发展提供了有力的支持。论文以银行服务营销理论、市场营销有关理论、STP理论等为依托，综合采用了文献研究法、案例分析法、定性定量分析法等多种研究方法，对天津建行河西支行公司业务营销现状和行业环境进行了深入分析。论文指出了天津建行河西支行公司业务营销存在的主要问题，包括缺乏以客户为中心的营销理念、产品同质化严重、大客户占比以及依赖度较高、银行定价能力弱，以及营销渠道有待拓宽等问题。提出了具体的营销策略。提升产品竞争力，加强对客户需求的了解和分析，不断推陈出新，开发出更具个性化的金融产品和服务，以满足不同客户的需求。同时，该行还可以通过加强与同行业的合作交流，共享资源，创新合作模式，提高产品的研发水平和质量。其次，做好价格策略执行，根据不同的产品类型、客户群体和风险程度等因素，制定合理的价格策略。该行还需要加强对价格执行情况的监督和调整，确保价格策略的有效性和可持续性，拓展营销渠道，加强对传统渠道和新兴渠道的整合和利用。 这些策略的提出不仅为天津建行河西支行提供了提升公司业务营销水平、增强核心竞争力的具体措施，同时也为其他商业银行提供了借鉴和参考。通过这些策略的实施，可以有效地推动商业银行公司业务的发展和创新，提高其在市场竞争中的优势地位。论文在理论层面也具有一定的价值。通过对天津建行河西支行公司业务营销的研究和分析，论文提出了一些新的理论观点和实践经验，丰富了服务营销理论的研究内容。同时，论文还为今后的相关研究提供了理论支持和实践经验借鉴。
英文摘要：	Bank-to-business refers to various settlement services including payment and settlement, cash management services, and a package of comprehensive financial services provided by commercial banks to corporate institutional customers, such as financing, bond issuance and intermediate business. Tianjin Construction Bank Hexi Branch is a sub-branch of Tianjin Construction Bank, the regional geographical location, but in recent years with the intensification of market competition, bank profit margins narrowed, how to improve quality and efficiency is the main topic in recent years, but the origin of the banking industry is the service industry, in essence how to do a good job in customer service marketing is a major weapon in the region to promote the ratio and enhance the competitiveness of the industry. This thesis successfully applies the relevant theories of service marketing strategies to the corporate business of Tianjin CCB Hexi Sub-branch, which has certain theoretical application innovation value, provides practical and effective countermeasures and suggestions for practical aspects, and provides strong support for the business marketing development of CCB Hexi Sub-branch of Tianjin. Based on the theory of banking service marketing, marketing related theory and STP theory, this paper comprehensively adopts various research methods such as literature research method, case analysis method, qualitative and quantitative analysis method, and conducts an in-depth analysis of the business marketing status and industry environment of Tianjin Construction Bank Hexi Branch. The paper points out the main problems in the business marketing of Tianjin Construction Bank Hexi Branch, including the lack of customer-centric marketing concepts, serious product homogenization, high proportion and dependence of large customers, weak pricing power of banks, and marketing channels to be expanded. Specific marketing strategies are proposed. Enhance product competitiveness, strengthen the understanding and analysis of customer needs, constantly innovate, and develop more personalized financial products and services to meet the needs of different customers. At the same time, the bank can also improve the level and quality of product research and development by strengthening cooperation and exchanges with the same industry, sharing resources and innovating cooperation models. Secondly, do a good job in the implementation of the price strategy, and formulate a reasonable price strategy according to factors such as different product types, customer groups and risk levels. At the same time, the bank also needs to strengthen the supervision and adjustment of price implementation to ensure the effectiveness and sustainability of the price strategy. Expand marketing channels and strengthen the integration and utilization of traditional and emerging channels. The proposal of these strategies not only provides Tianjin CCB Hexi Branch with specific measures to improve the company's business marketing level and enhance its core competitiveness, but also provides reference for other commercial banks. Through the implementation of these strategies, it can effectively promote the development and innovation of commercial banking companies and improve their dominant position in the market competition. The thesis also has some value at the theoretical level. Through the research and analysis of business marketing of Tianjin Construction Bank Hexi Branch, this paper puts forward some new theoretical views and practical experience, and enriches the research content of service marketing theory. At the same time, the paper also provides theoretical support and practical experience for future related research.
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