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论文编号：	6108
作者编号：	2220101061
上传时间：	2014/5/27 11:57:17
中文题目：	国有企业改制背景下商业银行营销策略研究——以北京银行天津分行为例
英文题目：	Research on the Marketing Strategy of Commercial Banks under the Background of Reformation of State Owned Enterprises：Take Bank of Beijing Tianjin Branch as Example
指导老师：	韩德昌
中文关键字：	国有企业改制，商业银行，营销策略
英文关键字：	reform of state owned enterprises；commercial bank；marketing strategy
中文摘要：	作为国家经济体制改革的核心环节，深化国有企业改革历来引人注目，近年在国家和各省市国资委“十二五”规划中，也已明确体现了宏观上推动国有经济布局调整、微观上继续推进国企市场化改革、大力推进国企“资产资本化、资本证券化”的改革思路。2010年开始全国部分省市已陆续通过引进战略投资者、推进企业整体上市等多种方式，加快了国有企业公司制股份制改革步伐。 十八届三中全会后提出了一系列政治、经济改革要求，尤其是中共中央做出了《关于全面深化改革若干重大问题的决定》，对国企改革提出明确的方向和要求，新一轮国资改革的核心是在准确界定不同国有企业功能的基础上，厘清同一企业中的政策性业务与竞争性业务。围绕国有企业按功能分类（央企的垄断性、地方国企的公益性）、自然垄断企业政企分开、放开竞争性业务、强化国企投资责任追究等方面有序推进。与此轮改革同行的是巨大的金融服务需求，商业银行作为重要的金融机构，也将迎来巨大的挑战。 本研究主要分析在当前背景下，我国国有企业改革的发展阶段以及十八届三中全会以来对国企改制新要求，对商业银行服务和营销可能产生的相关影响，并以北京银行天津分行为例，提出相应的营销策略。
英文摘要：	As the key link of national economic system reform, deepen the reform of state-owned enterprises has always attract all’s attention. In recent years in the national and provincial SASAC “Twelfth Five Year Plan”, has been clearly reflects the reform of macro promote state-owned economy layout to adjusts, continue to promote market-oriented reform of state-owned enterprises, promotes the “micro capital, capital stock” vigorously. Since 2010, some provinces and cities nationwide have been through introducing strategic investors and promoting the enterprises to speed up the pace of reform of state-owned joint-stock Enterprise. The Third Plenary Session of the eighteen proposed the direction and requirements of the reform of state-owned enterprises, the core of the new round reform of state-owned assets is based on the accurate definition of different state-owned enterprise function, clarify policy business and competitive business in enterprises. It clarified the state-owned enterprises according to the functions of classification (SOEs monopoly, local state-owned public welfare), natural monopoly enterprises separation, to open competitive business, strengthen state-owned investment accountability and promote the orderly. With this reform is a huge demand for financial services, as the important financial institutions commercial banks, will also usher in a huge challenge. The main idea of the article is to analysis the development stage of the reform of state-owned enterprises and eighteen of the Third Plenary Session of the restructuring of state-owned enterprises and new requirements under the background of the reform of state-owned enterprises, the relevant impact of commercial bank marketing and services possible, and to the Bank of Beijing Tianjin Branch of cases, and puts forward the corresponding marketing strategy.
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