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论文编号：	5411
作者编号：	2120092523
上传时间：	2013/6/7 16:11:56
中文题目：	中行滨海分行供应链融资金融服务的营销策略研究
英文题目：	Marketing strategy research for supply chain financial service of Bank Of China Tianjin Binhai Branch
指导老师：	李桂华
中文关键字：	供应链融资金融服务；营销策略
英文关键字：	Supply-Chain Financial Service, marketing strategy.
中文摘要：	供应链融资金融服务作为现代商业银行一项重要的金融产品，对于银行拓展客户资源、丰富包括结算、存款以及中间业务等在内的业务内容起到越来越重要的作用，为银行寻找和实现新的利润增长点提供了重要的渠道。供应链融资金融服务主要依靠供应链融资需求的增长，来源于我国社会经济一直保持的高速增长，以及我国企业的供应链管理程度的全面深入。因此，针对当前银行供应链融资金融服务的发展现状进行深入研究，有利于商业银行的健康发展，有利于提高银行的核心竞争力，从而推动我国整体的金融实力提升。为了结合实际分析得出更加具有操作性的发展建议以及对策，本文选择了中行滨海分行作为分析银行供应链融资金融服务在市场营销方面的主要对象案例。目前该行已建立了较完善的供应链融资产品体系,既在一定程度上已经开展了供应链融资金融服务业务，又在市场上尚未有形成有利局面，在各方面还有很大改进空间，和我国大多数商业银行有着共性。所以，本文选择该银行作为研究对象，得到的结论应具有普遍性。本文首先对中行滨海分行发展供应链融资金融服务有影响的营销环境进行分析，从宏观环境和竞争环境的机遇与威胁等角度进行全面分析，并对该银行自身的内部环境的各类资源和核心竞争力进行深度分析，为分析该行的供应链融资奠定了基础。此后，本文运用4P理论及STP理论，为该行设计制定了进一步推动供应链融资服务的策略,并为这些策略实施和保障提出了具体的流程。本文通过上述分析所得出的结论，不只是为中行滨海分行供应链金融的营销管理提供参考，对于我国现阶段其他具有类似状况的商业银行开展供应链金融服务也提供了一定指导作用和帮助。
英文摘要：	Supply-chain finance，As one of the important financial product of modern commercial banks，Supply Chain Financial Service affects more on developing customer resources，enriching financial businesses including settlement，deposit and intermediate business. It provides an important way for banks to search and achieve new profit growth. Supply Chain Financial Service mainly depends on the growth of its demand which roots from the consistently rapid development of Chinese social economy and growing depth of Chinese corporate supply chain management. Therefore, conducting deep researches regarding the development of banks Supply Chain Financial Service benefits the healthy development and core compatibility of banks and then promotes the upgrade of Chinese financial power. For the outcome of a more operative development suggestions and strategy by analyzing real world example，this essay choose BOC Tianjin Binhai Branch as prior research subject for researching Supply Chain Financial Service of banks. The bank has established mature Supply Chain Financial product system which starts the business of Supply Chain Financial Service on some level yet still has not dominated the market with a lot to improve in many aspects. This bank shares the mutual character as most commercial banks. Therefore, this essay would reach conclusions with universality by using this bank as research subject. This essay firstly analyzes the marketing environment which has impact on BOC Tianjin Binhai Branch developing Supply Chain Financial Service. It conducts overall analysis of the opportunities and threats by using the perspective of macro environment and competitive environment, and it analyzes in depth all sorts of resources and core compatibility of banks’ inner-environment which provides foundations for analyzing Supply Chain Financial Service. This essay designs strategies for promoting Supply Chain Financial Service by using 4P theory and STP theory, it also provides specific procedure to guarantee the conduction of these strategies. The conclusion from the analysis provides references and instructional help for not only the marketing management of Supply Chain Financial Service of BOC Tianjin Binhai Branch, but also other Chinese commercial banks with similar situations conducting Supply Chain Financial Service.
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