吉林银行对公业务营销策略研究

发布时间：2018-05-04 03:25

本文选题：吉林银行 + 对公业务　；参考：《吉林大学》2015年硕士论文

【摘要】：近年来，我国宏观经济环境愈加复杂多变，金融监管政策日趋审慎，金融脱媒速度加快，直接融资比例不断提高。多方因素对商业银行的影响互相叠加，，宏观经济告别两位数增长，高投资带动高增长的模式面临转型，市场有效信贷需求增速放缓，银行体系风险不断集聚。同时，利率市场化意味着利率保护时代行将终结，市场竞争的必然结果就是“让利于客户”，贷款议价能力趋于下降、负债成本持续抬升，息差趋势性收窄。这种“增速与息差齐降”、“风险与成本同升”的态势，标志着金融生态环境已经发生根本性变化。互联网金融浪潮，使银行的传统存贷业务优势不断受到挑战，综合经营也面临来自信托公司、财务公司等非银行金融机构的竞争。对公业务作为商业银行的核心业务及最主要的利润来源，已经成为商业银行间争夺的焦点。目前，国内商业银行对公业务营销模式高度同质化，关系营销导致营销成本攀升，预期未来商业银行对公业务必将面临较大规模的转型，以适应日趋严峻的竞争形势。因而，笔者希望吉林银行对公业务营销模式转型能够走在在此轮“转型潮”的前沿，把握环境变化，通过实施有效的营销策略，主动、快速、精准地推进“转型求变”之路。本文主要依据现代企业营销理论与现代企业管理的前沿理论，联系当前金融环境，结合吉林银行对公业务的实际情况进行研究。首先客观分析了吉林银行对公业务的营销现状，找出现存的营销问题。在此基础上结合吉林银行对公业务面临的宏观环境与微观环境，通过与省内同业银行对公业务营销差异的分析，运用SWOT分析法对吉林银行对公业务的优势与劣势以及面临的机会与威胁进行了归纳，进而探讨对公业务如何抓住机会，利用优势，避免威胁，克服劣势，以此作为制定对公业务营销策略的根据之一。根据研究分析的结果，通过STP分析将对公客户市场进行细分，针对吉林银行对公业务的市场选择和定位提出自己的建议，继而运用7P策略给出吉林银行对公业务的营销策略设计，为保障营销策略的顺利实施，分别从营销组织、风险管理、管理信息系统以及绩效考核机制几方面建立起较为完备的策略实施保障。本文通过分析吉林银行对公业务营销环境，结合吉林银行实际提出了相应的营销策略建议，为吉林银行对公业务营销水平的提升起到了一定的参考与提升作用。
[Abstract]:In recent years, the macroeconomic environment of our country is more complex and changeable, the financial supervision policy is becoming more and more prudent, the speed of financial disintermediation is quickening, and the proportion of direct financing is increasing. The influence of various factors on commercial banks is superimposed, macroeconomic farewell to double-digit growth, high investment driving high growth model facing transformation, market effective credit demand growth rate slowed down, banking system risk is gathering. At the same time, the marketization of interest rate means that the era of interest rate protection is coming to an end. The inevitable result of market competition is "giving profits to customers", loan bargaining power tends to decline, debt cost continues to rise, and interest margin tends to narrow. This kind of "growth rate and interest rate difference fall", "risk and cost rise" situation, marked the financial ecological environment has undergone fundamental changes. The wave of Internet finance has challenged the advantages of traditional deposit and loan business of banks, and comprehensive management is also facing competition from non-bank financial institutions, such as trust companies, financial companies and other non-bank financial institutions. As the core business and the main profit source of commercial banks, public business has become the focus of contention among commercial banks. At present, the marketing mode of domestic commercial banks is highly homogenized, and the marketing cost is rising due to the relationship marketing. It is expected that commercial banks will face a large scale transformation in the future in order to adapt to the increasingly severe competition situation. Therefore, the author hopes that the transformation of Jilin Bank's marketing mode of public business can walk in the front line of this round of "transformation tide", grasp the change of the environment, carry out effective marketing strategy, take the initiative, quickly and accurately promote the road of "transformation and seek change". Based on the modern marketing theory and the frontier theory of modern enterprise management, this paper studies the current financial environment and the actual situation of Jilin Bank's public business. Firstly, this paper objectively analyzes the current situation of Jilin Bank's marketing to the public business, and finds out the existing marketing problems. On this basis, combining with the macro and micro environment that Jilin Bank faces to the public business, through the analysis of the difference of the public business marketing between Jilin Bank and the interbank in the province, This paper summarizes the advantages and disadvantages, opportunities and threats facing Jilin Bank's public business by using SWOT analysis method, and then discusses how to seize the opportunities, utilize the advantages, avoid the threats and overcome the disadvantages. This is one of the bases for formulating marketing strategies for public business. According to the results of the research and analysis, the public customer market will be subdivided through STP analysis, and some suggestions are put forward for Jilin Bank to choose and position the market for the public business. In order to ensure the smooth implementation of the marketing strategy, the author uses the 7P strategy to design the marketing strategy of Jilin Bank. In order to ensure the smooth implementation of the marketing strategy, it separately from the marketing organization, risk management, The management information system and the performance appraisal mechanism have established the relatively complete strategy implementation safeguard. Based on the analysis of the marketing environment of Jilin Bank and the actual situation of Jilin Bank, this paper puts forward the corresponding marketing strategy suggestions, which plays a certain reference and promotion role in the promotion of Jilin Bank's public business marketing level.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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