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论文编号：	9661
作者编号：	2120152605
上传时间：	2017/12/8 13:08:07
中文题目：	国有商业银行公司金融业务营销战略研究——以中国银行TJ分行为例
英文题目：	Research on Corporate Financial Business Marketing Strategy of State-owned Commercial Banks In the case of BOC TJ Branch
指导老师：	吴晓云
中文关键字：	公司金融业务;国有银行;市场定位;竞争战略;营销策略
英文关键字：	Corporate Financial Business;State-owned Bank;Market Position;Competition Strategy;Marketing Strategy
中文摘要：	国有商业银行在国民经济的运行发展中承担着稳定金融环境、推动国家重大项目建设发展、落实国家经济、产业政策的重要任务，是助力国民经济发展的重要组成部分。随着中国经济进入新常态，经济转型已进入深度调整期，金融市场进一步开放，利率市场化的不断深化，商业银行面临的机遇与挑战并存。国有商业银行作为国家发展战略的重要拥趸者，既要兼顾责任担当，也要坚持市场化运营。中国银行TJ分行是天津市区域内重要的大型商业银行，在中国银行总行的战略方针指导下，TJ分行一直秉承客户服务、业务发展、价值创造、社会贡献统筹发展，在区域内具有较强的综合竞争实力。近年来，伴随着金融市场改革的日新月异，传统的商业银行模式已逐渐不再能够支撑其高增长、可持续的发展，作为传统商业银行的代表，中国银行TJ分行在近年来一直专注于如何在同质化的激烈竞争中，寻求自身的竞争优势，走出符合自身实际情况的发展道路。 公司金融业务一直是中国银行TJ分行的核心业务。随着商业银行从卖方市场向买方市场的地位转变，TJ分行已经意识到必须要通过系统的营销规划、科学的营销管理改善营销现状，实施营销精细化管理，才能满足新形势下商业银行的可持续发展的要求。国有银行在一定时期内仍要大力保障传统信贷业务的发展，夯实自身作为传统资金中介的稳固地位，推动间接融资稳定健康发展，同时也必须关注战略新兴业务，学习新兴银行先进的产品服务经验，兼容并蓄，综合发展。 本论文从市场营销的角度，以中国银行TJ分行公司金融业务作为实际案例，结合市场营销学的相关理论，对以中国银行TJ分行为代表的国有银行公司金融业务进行市场环境分析，市场细分与市场定位研究。通过市场定位进一步确定银行营销战略，并以营销组合理论为指导，制定相应的营销策略，最终提出相应的营销控制与保障措施。论文主要分为六个部分，第一章阐述了论文的研究背景、研究意义，梳理出本论文的研究思路与研究方法。第二章对相关理论做了简要回顾，主要包括STP理论、营销战略理论，4P理论和4C理论。第三章简要介绍了中国银行TJ分行公司金融业务发展现状及存在问题，包括剖析TJ分行的历史沿革、传统优势、近年来的业务发展情况，以及发展中所面临的问题。第四章对于中国银行TJ分行公司金融业务进行了市场环境分析及战略选择研究。首先利用STP理论对市场细分、目标市场选择进行分析，然后通过其市场竞争定位，建立相适宜的营销战略。第五章阐述了中国银行TJ分行公司金融业务的营销策略。第六部分为TJ分行为保障营销战略执行和策略落地而进行的相关营销控制和保障措施。 论文借鉴了国内外商业银行的一些营销管理理念，结合传统的市场营销管理理论，为中国银行TJ分行公司金融业务的营销活动提出了一些实践建议，为其科学的营销发展提出了一些参考见解。
英文摘要：	As an important part of national economy, state-owned commercial banks undertake the vital task of stabilizing financial environment, promoting the construction of important projects, and enforcing national policy to be complemented. Chinese economy has entered an “new normal” epoch. Economy transition encounters deep adjust. Financial market opens up widely. Interest rates are more market-based. Commercial banks are facing opportunities and challenges in the same. Being the most important supporter of national development strategy, state-owned commercial banks must take social responsibility and persist in market-oriented operation at same time. Bank of China Tianjin Branch（BOC Tianjin） is an important district bank in Tianjin. Under the instruction of BOC corporation, BOC Tianjin always follows the criteria of improving client service, business, value creativity, and social contribution. With the reform of financial market going deep, traditional commercial bank modes can no longer support its develop demand. As the representative of traditional commercial bank, BOC Tianjin puts its focus on finding its advantage in competitive market in late years and endeavors to make the proper path for its own. Corporate financial business has been the core business of BOC Tianjin for years. By the end of 2016, BOC Tianjin on-balance-sheet assets has reached 150 billion, occupying 71% of its total on-balance-sheet assets. The development of corporate financial business is the important driving force for BOC Tianjin. With commercial bank market position transforming, BOC Tianjin has already realized the necessity of systematic marketing plan and scientific marketing management. State-owned banks must push the development of traditional credit business, strengthen its position of professional capital agents, make indirect financing move forward. At the same time, BOC Tianjin should pay more attention to strategic new business, learn from new-rising banks about its good experiences. The paper makes a thorough analysis on state-owned commercial banks corporate business from the angle of marketing with the case of BOC Tianjin. The paper analyses market environment, market segmentation and market position, builds the suitable marketing strategy based on previous discus, and proposes corresponding market control and enforcement methods. The content of the paper can be divided into 6 parts. The first chapter discuses background, significance, and sorts out the thinking and writhing method. The second chapter makes a review of related theories. The third chapter introduces BOC Tianjin development situation and problems including history, advantages and competitive positions, etc. The forth chapter makes research on market environment and marketing strategy setting with the STP theory. The fifth chapter discuses marketing tactics and the final chapter focuses on marketing control and enforcement for BOC Tianjin. The paper cites some marketing theories and ideas of commercial banks. Combining traditional marketing management theories, proposes some practical suggestions for corporate business of BOC Tianjin, and can be a reference for its scientific marketing development.
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