HX银行南京分行债务融资工具承销业务发展及策略研究

发布时间：2018-03-20 01:04

本文选题：债务融资工具　切入点：承销业务　出处：《南京农业大学》2013年硕士论文　论文类型：学位论文

【摘要】：为响应国务院关于大力发展中国资本市场的号召,进一步活跃货币市场,2005年人民银行公布了《短期融资券管理办法》,我国商业银行开始正式开办非金融企业债务融资工具承销业务。债务融资工具承销业务拓宽了企业融资渠道,对商业银行转变经营模式、调整业务结构、创新服务方式、提高中间业务收入有着积极的促进作用。非金融企业债务融资工具承销业务逐渐成为各商业银行争取优质客户的有力武器,也逐渐成为商业银行转型发展过程中的重要手段。在目前市场环境及内部环境下,如何发展好债务融资工具承销业务,如何对该业务进行营销,是许多商业银行需要考虑的的问题,亦是HX银行南京分行所面临的重要课题。本论文以HX银行南京分行开展债务融资工具承销业务为例,从我国债务融资工具市场发展入手,提出债务融资工具承销业务对于商业银行转型发展具有重要的意义,接着,对HX银行南京分行开展债务融资工具承销业务的发展环境进行分析,包括行内现状的分析对比以及外部发展环境包括所在地区和同业的分析,从而提出其开展该业务面临的问题,并着重对HX银行南京分行开展债务融资工具承销业务的内外部环境进行SWOT分析,提出其应采取的战略。针对此战略提出HX银行南京分行的目标客户定位和目标产品定位及对应的营销策略,同时提出营销策略实施的保障措施。本论文共分为五个部分,第一部分是论文的研究背景、研究问题和目的、研究思路和方法以及主要理论和文献；第二部分对我国债务融资工具发展现状进行分析,提出发展债务融资工具承销业务的必要性;第三部分分析了HX银行南京分行债务融资工具发展环境进行分析,提出其存在问题；第四部分运用SWOT方法对HX银行南京分行债务融资工具承销业务的内外部环境进行分析,提出发展战略；第五部分提出HX银行南京分行债务融资工具承销业务发展目标和对应策略,并提出实现目标的保障措施。本论文对HX银行南京分行开展债务融资工具承销业务的内外部环境进行了较为深入的分析,详细而全面的分析了其优势劣势,尤其是对其发展债务融资工具承销业务的目标客户进行了市场定位,提出了债务融资工具各类产品的营销策略及相应保障措施。本论文既为HX银行南京分行债务融资工具承销业务提供了发展对策,同时对其它商业银行开展债务融资工具承销业务也具有一定参考意义。
[Abstract]:In response to the State Council's call for vigorously developing China's capital market, In 2005, the people's Bank of China promulgated the "measures for the Management of Short-Term financing Bills", and commercial banks in China began to formally launch the underwriting business of non-financial enterprises' debt financing instruments, which has widened the channels for enterprises' financing. For commercial banks to change their business models, adjust their business structures, and innovate their service methods, The non-financial enterprises' debt financing instruments underwriting business has gradually become a powerful weapon for commercial banks to win over high-quality customers. In the current market environment and internal environment, how to develop the underwriting business of debt financing instruments, how to market the business, It is a problem that many commercial banks need to consider, and it is also an important subject that HX Bank Nanjing Branch faces. This paper takes the underwriting of debt financing instruments of HX Bank Nanjing Branch as an example, starting with the development of debt financing instruments market in China. The paper points out that the underwriting of debt financing instruments is of great significance to the transformation and development of commercial banks, and then analyzes the development environment of the underwriting business of debt financing instruments carried out by Nanjing Branch of HX Bank. Including an analysis of the current situation in the industry and an analysis of the external development environment, including that of the region and the same industry, thereby putting forward the problems it faces in carrying out the business. This paper also focuses on the SWOT analysis of the internal and external environment in which HX Bank Nanjing Branch carries out the underwriting business of debt financing instruments. In view of this strategy, the target customer orientation, target product positioning and corresponding marketing strategy of HX Bank Nanjing Branch are put forward. At the same time, the guarantee measures for the implementation of marketing strategy are put forward. This paper is divided into five parts. The first part is the research background, the research question and the goal, the research thought and the method, the main theory and the literature; the second part carries on the analysis to our country debt financing tool development present situation, The third part analyzes the development environment of debt financing tools in Nanjing Branch of HX Bank and puts forward the existing problems. Part 4th uses the SWOT method to analyze the internal and external environment of the underwriting business of debt financing tool of Nanjing Branch of HX Bank, and puts forward the development strategy. In the 5th part, we put forward the development target and corresponding strategy of the underwriting business of the debt financing tool of Nanjing Branch of HX Bank. This paper makes a deep analysis of the internal and external environment of the underwriting of debt financing tools of HX Bank Nanjing Branch, and analyzes its advantages and disadvantages in detail and comprehensively. In particular, the market positioning of its target customers for the development of debt financing instruments underwriting business, The marketing strategy and corresponding safeguard measures of various kinds of debt financing instruments are put forward. This paper provides the development countermeasures for the underwriting of debt financing tools in Nanjing Branch of HX Bank. At the same time for other commercial banks to carry out debt financing instruments underwriting business also has certain reference significance.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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