农业银行福建省分行国际贸易融资营销策略研究

发布时间：2018-03-24 21:27

本文选题：农业银行　切入点：福建省分行　出处：《福建农林大学》2013年硕士论文

【摘要】：国际贸易融资具有低风险、短周期和高收益的特点，且集中间业务与资产业务于一身，无论对银行还是对进出口企业均起着积极的作用，近年来许多国际性银行都纷纷加大其拓展力度。面对外资银行和同业的威胁，作为国有大型上市商业银行的农业银行福建省分行已意识到如何提高国际贸易融资业务市场占有率、如何提高贸易金融客户的忠诚度等已成为其提高核心竞争力急需解决的问题。在这样一个充满机遇和挑战的内外部环境下，农业银行福建省分行必须面对的问题是如何改进国际贸易融资营销方式，应采取什么样的营销策略才能应对激烈的市场竞争。目前业界对商业银行国际贸易融资营销策略这方面的研究极少，所以本研究具有一定的理论价值和实际意义。本文基于服务营销、银行营销及营销策略等相关基础理论，，以福建农行国际贸易融资业务为研究对象，在参考国内外文献的基础上，首先阐述了商业银行国际贸易融资理论及营销理论，并介绍了福建农行国际贸易融资发展及营销状况，接着通过SWOT分析方法，充分分析了福建农行发展国际贸易融资业务的优势、劣势、机会和威胁，从而结合自身工作实际经验，找出制约福建农行国际贸易融资营销的因素，然后总结出了数种具有代表性的营销策略，如市场细分、产品策略、分层管理、关系营销、同业合作及专业化经营等，并列举了福建农行国际贸易融资业务营销解决方案，最后提出对福建农行国际贸易融资业务发展趋势的展望。本文针对上述问题，理论联系实际，针对福建农行如何营销国际贸易融资业务做了大量的分析和研究，为福建农行的国际贸易融资营销策略提供了参考，为实现其长远发展的目标和提升市场竞争能力提供了可靠的依据，完善和丰富了营销策略的研究。
[Abstract]:International trade financing has the characteristics of low risk, short period and high yield, and it combines intermediate business with asset business, which plays an active role in both banks and import and export enterprises. In recent years, many international banks have stepped up their expansion efforts. In the face of threats from foreign banks and their peers, As a large state-owned listed commercial bank, the Fujian Branch of Agricultural Bank has realized how to increase the market share of international trade financing business. How to improve the loyalty of trade finance customers has become an urgent problem to solve in order to improve their core competitiveness. In such an internal and external environment full of opportunities and challenges, The problems that Fujian Branch of Agricultural Bank of China must face are how to improve the marketing mode of international trade financing and what marketing strategies should be adopted to cope with the fierce market competition. At present, there are few researches on the international trade financing marketing strategy of commercial banks, so this research has certain theoretical value and practical significance. This paper is based on the relevant basic theories of service marketing, bank marketing and marketing strategy, etc. Taking the international trade financing business of Fujian Agricultural Bank as the research object, on the basis of referring to the domestic and foreign literature, this paper first expounds the international trade financing theory and marketing theory of commercial banks, and introduces the development and marketing situation of international trade financing in Fujian Agricultural Bank. Then through the SWOT analysis method, the paper fully analyzes the advantages, disadvantages, opportunities and threats of Fujian Agricultural Bank's development of international trade financing business, thus combining with its own practical work experience, find out the factors that restrict the international trade financing marketing of Fujian Agricultural Bank. Then it summarizes several representative marketing strategies, such as market segmentation, product strategy, hierarchical management, relationship marketing, interbank cooperation and specialized management, and enumerates the marketing solutions of Fujian Agricultural Bank's international trade financing business. Finally, the prospect of Fujian Agricultural Bank's international trade financing business is put forward. Aiming at the above problems, this paper makes a great deal of analysis and research on how Fujian Agricultural Bank can market international trade financing business. It provides a reference for the international trade financing marketing strategy of Fujian Agricultural Bank, provides a reliable basis for realizing its long-term development goal and promotes the market competition ability, and perfects and enriches the research on the marketing strategy.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F275;F832.33

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