营改增税制下IC银行ZB分行营销管理策略改进研究

发布时间：2018-05-25 02:25

本文选题：营改增 + 营销管理　；参考：《山东理工大学》2017年硕士论文

【摘要】：银行业作为国家经济体系中的重要组成部分之一,具有很强的行业特殊性、不可替代性和业务复杂性,随着全面的“营改增”税制改革的即将到来,商业银行必将受到多方面的影响,特别是对于商业银行的盈利能力带来的影响方面。现阶段利差收入等核心业务仍是我国商业银行传统的主要收入来源,随着我国利率市场化进程的逐步加快,各商业银行都在逐步通过加强中间业务收入、创新金融产品和服务等方式来增加非利息收入的占比来调整其整体收入结构。税制改革对商业银行的多元化盈利模式有至关重要的影响,而商业银行的营销策略决定其收入方式及盈利能力,就必然要有针对性的做出调整和改进。IC银行ZB分行是我国最大的国有商业银行IC商业银行的市级二级分行,能够提供超过7万种金融产品、处理的业务涉及金融业各领域,拥有约165万个人客户与6万公司客户,97家营业机构,覆盖淄博市各区县及商业区域。在“营改增”税制改革下,作为世界500强企业的IC商业银行的二级分行,ZB分行在本地区同行业处于领头地位,其营销管理策略的改进研究具有典型意义。本文针对在“营改增”环境下IC银行ZB分行营销管理策略即将受到的各类影响,通过综合获取各项数据、PEST分析及SWOT分析等分析方法研究了IC银行ZB分行的营销管理策略、议价能力、业务外包等方面的改进策略。
[Abstract]:As one of the important parts of the national economic system, the banking industry has strong industry particularity, irreplaceable and business complexity. With the coming of the comprehensive tax system reform, Commercial banks are bound to be affected by many aspects, especially on the profitability of commercial banks. At present, the core business, such as interest rate difference income, is still the main source of traditional income for commercial banks in our country. With the gradual acceleration of the interest rate marketization process in our country, all commercial banks are gradually strengthening the income of intermediate business. Innovate financial products and services to increase the share of non-interest income to adjust its overall income structure. The reform of tax system has a vital influence on the diversified profit model of commercial banks, and the marketing strategy of commercial banks determines their income mode and profitability. It is necessary to adjust and improve the ZB branch of .IC Bank, the municipal secondary branch of IC Commercial Bank, the largest state-owned commercial bank in China, which can provide more than 70,000 kinds of financial products and deal with business in various fields of the financial industry. Has about 1.65 million individual customers and 60,000 company customers 97 business institutions, covering all districts and commercial areas of Zibo City. Under the tax system reform of "Business Reform and increase", the secondary branch of IC Commercial Bank, as a top 500 enterprise in the world, is in the leading position in the same trade in this area. The research on the improvement of marketing management strategy is of typical significance. Aiming at all kinds of influence on the marketing management strategy of ZB branch of IC Bank under the environment of "Business change and increase", this paper studies the marketing management strategy of ZB branch of IC Bank by synthetically obtaining all kinds of data, such as pest analysis and SWOT analysis, etc. Bargaining power, outsourcing and other aspects of the improvement strategy.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F812.42;F274;F832.33

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