HS银行供应链融资业务营销策略研究

发布时间：2018-02-13 15:03

本文关键词： 供应链融资营销策略营销管理　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随经济全球化成长,企业内部的产供销一条龙形式渐渐转化为不同企业间的产供销专业化分工,使得企业具有自己独到的竞争力,它们必须通过加强合作才能提升整体运行效率,从而获得最大化利益。近年来,随着国内金融“战国时代”的到来,商业银行传统业务在利率市场化、资产证券化、互联网金融、PE、直接融资等强大攻势环境下,金融脱媒趋势日盛,并已严重挤压商业银行传统公司信贷业务的市场份额。如何通过对公业务经营转型变革,特别是做大做强贸易融资业务,解决广大中小企业融资难问题,特别是对区域性上市城商行而言,当前面临的市场环境和客户需求,更值得去研究和探讨。本文以区域性上市城商行代表HS银行为例,研究其供应链融资业务的营销策略。从商业银行供应链融资业务的基本概念着手,在剖析外部原由和内部近况的基础上对营销策略做了具体分析,提出了HS银行供应链融资业务营销策略的途径和措施。文章首先介绍了供应链融资的概念、特点,供应链融资业务给商业银行带来的好处、目前HS银行供应链融资业务的主要形式。其次,从营销理论的角度通过“PEST分析”方法对HS银行的宏观环境、行业环境和目标市场上的主要竞争对手进行了分析,借助"SWOT分析法”阐述了HS银行所面临的市场机会、威胁及HS银行自身相较竞争对手的优势、劣势,文章最后通过“4Ps”这一核心的市场营销组合策略,从产品、价格、渠道、促销四个方面对HS银行供应链融资市场营销组合策略进一步剖析,并提出改进产品、价格、渠道、促销策略的建议,并从企业管理的角度提出保障策略建议,为HS银行营销组合策略的实施提供保障。本文从HS银行的现状出发,结合工作实际对其市场营销的内、外部环境进行分析,并针对HS银行市场营销现状和问题提出了针对性、可操作性的实施策略。本文的研究成果不仅对HS银行供应链融资营销策略起到了积极的改进作用,为其他区域性城商行提供参考。
[Abstract]:With the growth of economic globalization, the one-stop form of production, supply and marketing within enterprises is gradually transformed into specialized division of production, supply and marketing among different enterprises, which makes enterprises have their own unique competitiveness. In recent years, with the arrival of domestic financial "warring States era", the traditional business of commercial banks in the interest rate marketization, asset securitization, Under the strong offensive environment such as Internet finance, direct financing and so on, the trend of financial disintermediation is flourishing, and it has seriously squeezed the market share of the traditional corporate credit business of commercial banks. In particular, it is necessary to expand and strengthen the trade financing business and solve the problem of financing difficulties for the majority of small and medium-sized enterprises, especially for the regional listed city commercial banks, the current market environment and customer needs, This paper takes the regional listed city commercial bank as an example to study the marketing strategy of its supply chain financing business. Starting from the basic concept of the commercial bank supply chain financing business, this paper takes the regional listed city commercial bank as an example to study the marketing strategy of its supply chain financing business. Based on the analysis of external reasons and internal situation, this paper makes a concrete analysis of marketing strategy, and puts forward the approaches and measures of supply chain financing business marketing strategy of HS Bank. Firstly, this paper introduces the concept and characteristics of supply chain financing. The benefits of supply chain financing to commercial banks, the main forms of supply chain financing business of HS Bank at present. Secondly, from the perspective of marketing theory, the macro environment of HS Bank is analyzed through "PEST analysis" method. The industry environment and the main competitors in the target market are analyzed, and the market opportunities, threats and advantages and disadvantages of HS Bank compared with its competitors are expounded with the help of "SWOT Analysis". Finally, through the core marketing combination strategy of "4Ps", this paper further analyzes the supply chain financing marketing mix strategy of HS Bank from four aspects: product, price, channel and promotion, and proposes to improve the product, price and channel. The suggestion of promotion strategy, and put forward the suggestion of safeguard strategy from the angle of enterprise management, provide the safeguard for the implementation of the marketing mix strategy of HS bank. This article proceeds from the present situation of HS bank, combines the work actual to its marketing inside, Based on the analysis of the external environment, this paper puts forward some specific and operational strategies for the marketing of HS Bank. The research results of this paper not only play a positive role in improving the supply chain financing marketing strategy of HS Bank. To provide reference for other regional city firms.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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