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论文编号：	2787
作者编号：	2120082291
上传时间：	2010/12/1 21:35:32
中文题目：	公司客户拓展中的风险控制策略研究-以民生银行天津分行为例
英文题目：	Expansion of our customers risk control strategy-A Case Study of Tianjin Branch of China Minsheng Banking
指导老师：	吴晓云
中文关键字：	民生银行 客户开发 风险控制
英文关键字：	Minsheng Bank, Customers Maketing Risk control
中文摘要：	随着后WTO时代我国金融行业开放式竞争格局的日益深化，作为金融业重要组成部分的银行业，其市场环境和竞争格局已经并将继续发生巨大变革。天津正在全力推进滨海新区开发开发战略，各家商业银行纷纷抢滩津门，争夺市场空间和业务份额。民生银行作为天津区域后起的股份制商业银行，面临复杂困难的竞争环境，如何打造民生公司业务品牌和业务优势，提高市场占有率和社会影响力，形成同业难以复制的竞争优势，具有十分现实而紧迫的意义。 本文的主要研究目标是希望借助所学的市场营销理论、金融风险控制理论等指导，结合民生银行公司客户开拓的实际情况，总结问题并试图给出我行的策略选择，将客户营销与风险控制机制相互结合，探索经营文化和风险文化的有效融合和互补。为达到这一研究目标，本文主要分成以下几部分：首先在绪论中提出本文所要研究的问题、背景、研究方法和结构框架；之后通过相关理论的回顾和梳理，整理了银行市场营销理论、金融风险控制理论等，为本文的观点阐述打下一定的理论基础；然后本文通过对我行客户市场拓展现状资料的搜集、整理和提炼，解析出我行客户拓展中的突出问题，包括服务营销理念较为滞后，市场细分和客户定位不准确，风险控制措施不尽完善等，其背后体现出公司客户开发中的风险控制策略失衡。最后，本文围绕银行风险控制与客户开发的动态契合关系，重点叙述如何建立有效的风险识别和控制体系，促进客户营销开发，实现经营文化和风险文化的有效融合互补。 本文的创新之处在于将所学市场营销理论与风险控制挂钩，应用到民生银行的公司客户营销开发工作中，在给出策略选择的同时还提出了一些具体的实施建议，具备一定的现实意义。
英文摘要：	With the post-WTO era of open competition in China financial sector deepening pattern, as an important part of the financial industry, banking, the market environment and competitive situation has and will continue to dramatically change. Tianjin Binhai New Area development is pushing the development strategy, various commercial banks have a beachhead in Tianjin, competition for market space and business share. Minsheng Bank, as the emerging area of Tianjin joint-stock commercial banks, faced with complex and difficult competitive environment, how to create a livelihood business brand and business advantages, increase market share and influence in society, the formation of hard copy with Ye competitive edge, a very practical urgent significance. Main research goal of this paper is hoping to have learned of the service marketing, financial risk control guidance of theory, combined with Minsheng Bank to develop the actual situation of the company customers, summed up the problem and try to give my line of strategic options customer marketing, combined with the risk control mechanism, to explore a culture of risk management culture and effective integration and complementarity. To achieve the study objectives, this paper is divided into the following sections: introduction, first proposed in this paper is to study the issue, background, research methods and structure of the framework; after review by the relevant theory and the sort, organize the service marketing theory, banking market marketing theory, financial risk control theory, expounded the view of this paper lay a theoretical foundation; then this line of customers by marketing to me status of data collection, sorting and refining, analytical out my line of customers grow in prominence, including Service Marketing, lag, market segmentation and customer orientation is not accurate, such as risk control measures are not perfect, reflects the corporate clients behind the development of an imbalance in the risk control strategy. Finally, focus on bank risk control and customer relations, the dynamic fit, focus on how to establish effective risk described identification and control system, the promotion of customer marketing development, culture and risk management culture to achieve the effective integration of complementary. Innovations of this paper will have learned marketing theory and risk management linked to the Minsheng Bank Application Client Marketing development work, at the same time given strategy choice also made some specific implementation of the recommendations , have a certain practical significance.
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