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论文编号：	4812
作者编号：	2120102422
上传时间：	2012/12/11 23:30:57
中文题目：	H银行对公业务营销体系优化研究
英文题目：	H bank corporate banking services marketing system optimization research
指导老师：	张永强
中文关键字：	商业银行，对公业务，营销体系，营销体系优化
英文关键字：	Commercial banks, corporate banking services, marketing system, marketing system optimization
中文摘要：	近年来，天津金融改革创新和金融业发展取得重大突破。金融机构门类逐步健全，发展环境不断改善，改革创新步伐加快，风险防范水平提高，金融业务规模扩大，资产质量效益提高，都是天津金融业的特征和成就。其中可以看到商业银行的规模整体一直在增长，而其中国有商业银行本身的改制之后的发展也推动了中国经济的发展。比较而言，虽然股份制商业银行的规模相对较小，但是其发展速度却比国有商业银行更快，而且股份制商业银行在整体运营水平、业务构造和经营效率方面一直比国有商业银行有着更好的口碑和实际效果，因而股份制商业银行成为本研究的首选，而且H银行也成为本案例研究最终选取的代表银行进行分析。 本文主要内容针对H银行的营销体系的现状进行分析，提出问题所在并提出相应的解决方案。首先会对H银行整体的对公业务的发展现状进行分析，并且结合起集团公司整体的战略进行定位分析。进而在H银行具体的对公业务的产品的基础上对其营销进行问题的总结和分析。最后的一部分就是对起营销体系的优化提出了具体的四个方面的建议，其中包括战略定位的布局、营销工作的职责确定、市场细分改良以及具体的品牌建设重点。
英文摘要：	There has been a great deal of breakthroughs and innovations of the industry of finance in Tianjin, China during the recent years. It has achieved seven accomplishments including increasing financial institutions, bettering development surroundings, high pace of the reform, more focusing on the risk management, expanding financial trades and services and high-qualified assets, which in turn have been the features of the industry of finance in Tianjin, China as well. We should pay attention to the fact that the scale of Chinese commercial banks has expanded so much that it will have huge impacts on the global economy. In China, the domestic state-owned four biggest banks have been transformed into joint-equity enterprises that squeeze out the market room for the small and medium commercial banks. However, comparatively, these small and medium joint-equity commercial banks operate better as a whole in the micro-performance domain than the state-owned ones although the latter ones are bigger and more profitable than the former ones. That’s why this paper will choose the H Bank (Tianjin Branch) as an object to analyze in terms of operation efficiency and commercial banks marketing. More specifically, after reviewing the theoretical researches about marketing and commercial banks, this paper will focus on the current situation of the marketing of corporate clients business of H Bank (Tianjin Branch). And then it will focuses on the problems and try to propose some suggestions. In the final part, to a better marketing system, the paper will include one chapter introducing specific guaranteeing measures which are strategic positioning, redefining marketing targets, section and specific brand establishing.
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