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论文编号：	8830
作者编号：	2120142891
上传时间：	2016/12/8 22:18:53
中文题目：	B银行天津分行对公业务市场营销策略研究
英文题目：	Research on the Cooperate banking marketing strategy of Tianjin Branch of Bank B
指导老师：	牛建波
中文关键字：	商业银行；对公业务；营销策略
英文关键字：	Commercial Bank; Cooperate Banking; Marketing Strategy
中文摘要：	一直以来，对公业务都是商业银行最重要的业务板块之一，商业银行绝大部分的规模和利润也来源于对公业务，如何提高对公业务的营销能力是商业银行普遍关注的问题。然而面对目前并不乐观的经济形势，以及利率下行的市场走向，商业银行的发展本身就面临着诸多问题。伴随着同业竞争的日益加剧，违约风险的不断上升，如何在经济下行中优化目前的对公营销策略，使规模和利润继续保持高速增长，是值得我们深入研究的问题。 本文针对B银行天津分行对公业务市场营销策略的研究。以市场定位理论和服务营销理论为基础，运用PEST分析法、竞争环境波特五力分析法和SWOT分析法等工具综合分析了宏观环境和竞争环境。通过市场细分的研究，明确B银行天津分行对公业务的目标市场选择和市场定位。结合市场营销4Ps理论，进一步研究了B银行天津分行对公业务的产品和价格策略以及渠道和促销策略，为B银行天津分行对公业务实现规模和利润的高速增长提供策略建议。 未来，商业银行对公业务需要不断发掘新的客户资源以及客户需求的同时，在市场中也应找准定位，提供价值。我国商业银行的整体发展方向，需要在很长时间内进行摸索转型，符合监管的同时怎样在激烈的竞争环境和严酷的市场环境中生存发展，谋求转型之路，也是一个漫长的探索过程。因此，我们需要充分分析优势条件和劣势条件，充分了解发展的现状，找出问题，解决问题，明确发展的目标，创新经营思路，完善制度的建设，才能使我国商业银行持续健康发展，为保持经济平稳运行发挥其应有的作用。
英文摘要：	Corporate banking?has?always been one of the most important business segments of commercial banks. Since the great majority of the scale and profit of commercial banks come from corporate banking, the improvement of marketing strength becomes an extensive concern for most commercial banks. However, faced with the not so optimistic economy?and the falling interest rates, commercial banks encounter many difficulties in their own?development. Along with the increasing peer competition?and the rising default?risk, how to optimize the current public marketing strategy in this?economic downturn, so that the scale and profits continue to maintain high growth deserves?our in-depth study. This paper performs research?on the marketing strategy of the Tianjin branch?of Bank B. It brought up a comprehensive analysis of the macro environment and competitive environment on the basis of the market orientation theory and the service marketing?theory, together with the PEST analysis, Porter’s five strength of competitive environment analysis and SWOT analysis. According to the study of market segmentation, it defines the target market selection and the market positioning?of the Tianjin branch?of Bank B. Combining with the theory of the 4Ps service marketing theory, this paper carries out further research on the corporate banking product line, the pricing, the channel and the promotion strategies in the pursuit of providing strategic?advice to sustain rapid development of business scale and profit growth. 窗体顶端 In the future, commercial banks need to constantly explore new business resources and customer demand, as well as finding target in the market to provide value. The whole development direction of our country's commercial banks needs to be explored in a long time. It is also a long exploration process to seek the way of transformation while surviving and developing in the fierce competition environment and harsh market environment. Therefore, we need to fully analyze the advantages and disadvantages of conditions, fully understand the development of the status quo, identify problems, solve problems, clear development goals, create business ideas, improve the system construction, to make our commercial banks sustained and healthy development, and play its due role to keep the economy to running smoothly.
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