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论文编号：	8024
作者编号：	2120132687
上传时间：	2015/12/10 14:17:07
中文题目：	农业银行天津分行债务融资工具营销组合策略研究
英文题目：	The Research on marketing mix strategies of Agricultural bank of China Tianjin branch debt financing instruments underwriting business
指导老师：	郑琦
中文关键字：	中国农业银行天津分行；债务融资工具承销业务；营销策略
英文关键字：	Agricultural bank of China TianJin branch，debt financing instruments underwriting business，marketing strategy
中文摘要：	随着中国利率市场化趋势的不断加剧，金融脱媒的进程不断加快，在资本市场上的直接融资已成为中国大多数大中型优质企业的首选。国内各商业银行单纯依靠存贷款利息差的收入模式并非商业银行的长久发展之路，债务融资工具承销业务成为我国各商业银行发展中间业务的必然选择。农业银行天津分行面临承销业务起步晚、人才缺乏、激励不到位、反应滞后等问题，在区域市场竞争中处于劣势。因此，如何确定农行天津分行承销业务的目标市场、如何制定债务融资工具承销业务的营销策略，是目前农行天津分行急需解决的问题。本文就农业银行天津分行债务融资工具承销业务的营销环境进行了分析探索，并提出了一系列迅速摆脱落后局面的营销策略。首先，对银行间市场非金融企业债务融资工具承销业务和营销相关理论进行了回顾，阐明了债务融资工具承销业务对于发行企业和承销银行的积极意义；其次，介绍了农业银行系统及农行天津分行承销业务的发展现状和组织结构；再次，通过PEST分析法、五力分析模型、SWOT分析工具对农业银行天津分行承销业务的营销环境进行分析，提出了农业银行天津分行的市场细分及目标市场；接着，根据农业银行的其战略选择，制定了农业银行天津分行营销策略，介绍了其营销策略有效进行的保障措施；最后，对本文的研究结果进行总结，提出了文章的不足及承销业务营销策略的研究价值。
英文摘要：	As the acceleration of the process of interest rate’s marketization and financial disintermediation,direct financing in China’s capital market has become the priority in majority of large and medium high-quality enterprises.The model of revenue by purely depends on margins between deposit and loan interest is not a correct way for a long-term development,the non-financial corporate debt financing instruments underwriting business has become the inevitable choices for commercial banks to develop intermediate business.Tianjin branch of ABC has encounter problems,such as delayed beginning,talent deficiency,bonus shortage and lackness of sensitivity for reflection,take the disdavantage of local markets’ competition.So how to make a choice of debt financial instruments underwriting business’target market,how to make marketing strategy of debt financial instruments underwriting business is the urgent problem for Tianjin branch of ABC current development. In this thesis,the author makes an analysis according to debt financing instruments underwriting business marketing environment,and propose a series of marketing strategies to get rid of the backward situation rapidly. Firstly,there is a review of debt financing instruments underwriting business and the relative marketing theories,and make a statement of debt financing instruments underwriting business’ positive significance for the enterprises and banks.Secondly,there is an introduction of the current situation and organizations structure of the ABC systerm and Tianjin branch.Thirdly,an analysis of ABC Tianjin branch’s marketing environment by using the method of PEST analysis,Fives forces model,SWOT analysis tool has been taken,and propose Tianjin branch’s market segmentation and target market.Forthly,according to ABC’s strategy,the article makes the marketing strategies of ABC Tianjin branch,and introduce its proposed guarantees mechanism for implyment.The last,author concludes the research achievement,and propose the shortcoming of this thesis and the value of debt financing instruments underwriting business’ research.
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