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论文编号：	2776
作者编号：	2120082281
上传时间：	2010/11/30 14:13:48
中文题目：	天津农商银行信贷营销策略研究
英文题目：	Researches on Loan marketing of Tianjin Rural Commercial Bank Co., LTD
指导老师：	许晖
中文关键字：	农村商业银行;环境分析;信贷营销;营销策略
英文关键字：	Rural Commercial Bank; Environmental Analysis ;Loan marketing;Marketing Strategy
中文摘要：	近年来，随着我国金融体制改革的进一步深化，各类商业银行纷纷建立，随之产生的银行间市场竞争也日趋激烈，商业银行信贷市场已逐渐由卖方市场逐渐转向买方市场。作为商业银行的主要盈利来源信贷业务是商业银行的三大主业之一，发展信贷业务是各类商业银行赖以生存，抢占市场的重中之重。商业银行需通过市场营销手段将各类信贷产品推向市场，以达到提升品牌形象，抢占市场占有率的目的。一个商业银行信贷营销的发展程度和多样化程度是该银行盈利能力的体现，也直接决定着该银行的业务规模。 天津农村商业银行股份有限公司（以下简称天津农商银行），前身是有着近60年发展历史的农村信用社。2010年6月，在天津农村合作银行和其他9家区县信用行社基础上，改制重组设立了天津农商银行。和其他股份制银行，大型国有商业银行相比，天津农商银行的信贷营销尚存在诸多问题，导致天津农商银行的市场竞争力相对较低。因此，分析和研究天津农商银行信贷营销策略，对提升天津农商银行市场竞争力，开展有效的信贷营销活动，都具有积极的现实意义。 本文从现代市场营销理论出发，首先对天津农商银行的信贷营销现状和存在的问题进行分析，然后运用波特五力分析法和SWOT分析法对天津农商银行现有市场营销环境进行分析，确定了该行目前所处的市场地位与竞争实力。在此基础上，从天津农商银行的市场定位策略、产品组合策略、定价策略、营销渠道策略和促销策略五个方面，对该银行信贷营销策略进行深入研究。最后从运营机制、核心竞争力、人力资源、科技支持四个方面对营销策略实施提供保障进行了阐述。 本文在研究方法上，采取综合与比较分析相结合的方法以及实证分析方法。以理论为指导，通过市场调查和信贷营销实践经验，力求对天津农商银行信贷市场营销工作提供指导和参考，以期对天津农商银行今后进一步开展信贷营销工作具有借鉴意义。
英文摘要：	Recently, with the further deepening of the financial system reform in China, various commercial banks have been established, among which the competition becomes more and more fierce. Loan market in commercial bank has been gradually turning into a buyer's market from a seller. Credit business is one of the three main industries of commercial banks. As the main source of revenue in commercial banks, it is the top priority to develop credit business in surviving and seizing market of various commercial banks. Commercial Banks should get all kinds of credit business into market through the marketing, in order to enhance the brand image, and to seize the marketing share. The profitability of a commercial bank is shown by the degree of its credit marketing development and diversification, which determines the business scale of this bank. Tianjin Rural Commercial Bank Co., LTD. (TRCB) was a rural credit cooperative of a 60-year history. In June 2010, based on Tianjin Rural Cooperative Bank and other nine district credit cooperatives, it restructured and reorganized TRCB. Compared with other joint-stock banks and large state-owned commercial banks, the credit marketing of TRCB has many demerits,which lead to a relatively low marketing competitiveness. Therefore, analysing and studying the credit marketing strategy of TRCB are of great practical significance in promoting the marketing competitiveness of TRCB and carrying out credit marketing effectively. Starting from modern marketing theory, the thesis firstly analyzed the credit status and existing problems of marketing of TRCB. Then according to Michael Porter's Five Forces Analysis and SWOT Analysis, it pointed out the current marketing environment for TRCB, so that it determined its the current status and the market competition strength. On this base, from TRCB's market positioning strategy, Product portfolio strategy, pricing strategy, Marketing channel strategy and promoting strategy. At last, it states how to provide guarantee for marketing strategy implementation from the aspects of credit risk management system, Human-resource and technology. This thesis adopted a combination of integrative and comparative analysis method, and empirical analysis method, Based on theory, according to the marketing investigation and practical credit marketing experience, it strived to provide guidance and reference for TRCB credit marketing, hoping to be helpful for further credit marketing career in TRCB.
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