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论文编号：	9210
作者编号：	2120132811
上传时间：	2017/6/10 23:25:43
中文题目：	北京银行投行业务市场营销策略研究
英文题目：	Study on the implementation of marketing strategy of the investment bank in Beijing Bank
指导老师：	吴晓云
中文关键字：	投行业务 营销策略 市场细分 服务营销
英文关键字：	Investment banking;Position analysis;Marketing strategy;Market segmentation;Service marketing
中文摘要：	随着新世纪以来我国经济飞速发展与金融市场改革的日新月异，传统商业银行的市场环境也产生了很大的变化，直观地看银行从卖方市场转变为买方市场。同时国家开放私营资本进入银行业，目前全国银行数目已达数千家，其中市场主体包括3家政策性银行、5家大型国有银行、12家股份制商业银行与133家城市商业银行。但是随着银行数量的增长导致行业内部竞争激烈，作为监管现状整体行业同质化现象严重。间接融资的主要形势存贷款已经无法满足我国经济的发展形势与新时代的客户需要。直接融资逐渐加速占据很大一部分融资市场的份额，以发行债券与股票的形势从金融市场获得低成本的融资。在现在的市场环境下，北京银行在2010年开始注重发展投行业务，也开始考虑如何发展投行业务，对于投行业务如何进行营销。 论文将从市场营销的角度，对于北京银行投行业务的发展作为模型，结合市场营销学与服务营销的相关理论，对北京银行投行业务进行市场环境分析，市场细分与市场定位研究。进而通过产品、渠道、推广与品牌等环节制定营销策略，并提出相应的营销策略实施保障。论文主要分为六个部分，第一章对于论文的研究背景、研究意义进行阐述，梳理出本论文的研究思路与研究方法。第二章涉及相关理论回顾，主要对于市场营销理论与服务营销理论进行阐述，特别是STP理论、营销4P理论和服务策略。同时对投行业务的概念进行分析与阐述。第三章简要的介绍了国内外投行业务的发展概述与北京银行投行业务的发展现状，涉及投行业务产品的优劣势分析与存在的问题。第四章对于北京银行投行业务依照STP理论进行分析，对市场细分、目标市场选择与市场地位进行研讨。第五章为北京银行投行业务设立营销目标与制定营销策略。第六部分为投行业务相关营销策略的实施保障措施。 论文对于北京银行投行业务内外部环境进行了深入的分析，借鉴了国内外先进银行投行业务的营销策略，确定了以产品为基础，以渠道和推广为根本，通过品牌优化投行业务的综合营销策略。论文为北京银行投行业务的营销活动提供了实践参考，也就市场营销的发展提出了一些见解。
英文摘要：	With the rapid development of China's economy and the rapid development of financial market since the new century, the market environment of traditional commercial banks has also undergone great changes, intuitively see the bank from the seller's market into the buyer's market. At the same time the state open private capital into the banking industry, the current number of national banks has reached thousands, of which the market main body includes three policy banks, five large state-owned banks, 12 joint-stock commercial banks and 133 city commercial banks. But with the increase in the number of banks led to intense competition within the industry, as the status of the overall industry as a serious regulatory phenomenon. The main situation of indirect financing deposits and loans have been unable to meet the development of China's economy and the new era of customer needs. Direct financing gradually accelerates the share of a large portion of the financing market, resulting in low-cost financing from financial markets with bonds and stocks. In the current market environment, more and more commercial banks began to focus on the development of investment banking business, also began to consider how to develop investment banking business, how to conduct investment banking business. The paper analyzes the market environment, market segmentation and market positioning of Beijing Bank's investment banking business from the perspective of marketing and the development of Beijing Bank's investment banking business as a model, combined with the theory of marketing and service marketing. And then through the product, channel, promotion and brand links to develop marketing strategies, and put forward the implementation of the corresponding marketing strategy protection. The thesis is divided into six parts. The first chapter is about the research background and the research significance of the thesis, and combs the research ideas and research methods of this thesis. The second chapter is related to the theory review, mainly for marketing theory and service marketing theory, especially STP theory, marketing 4P theory and service strategy. At the same time, the concept of investment banking business is analyzed and elaborated. The third chapter briefly introduces the development of domestic and foreign investment banking business and the development status of Beijing Bank's investment banking business, and analyzes the advantages and disadvantages of investment banking business and the existing problems. The fourth chapter analyzes the market segmentation, the target market selection and the market position according to the STP theory. Chapter 5 sets up marketing objectives and formulated marketing strategies for Beijing Bank's investment banking business. The sixth part is the implementation of the investment banking related marketing strategies to protect the measures. This paper makes an in-depth analysis of the internal and external environment of Beijing Bank's investment banking business, draws on the marketing strategy of the advanced bank investment banking business at home and abroad, and defines the comprehensive marketing strategy based on the product, the channel and the promotion as the fundamental, through the brand optimization investment banking business The The paper provides a practical reference for the marketing activities of Beijing Bank's investment banking business, and puts forward some opinions on the development of marketing.
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