招商银行X支行国内保理业务营销策略研究

发布时间：2018-01-14 17:17

本文关键词：招商银行X支行国内保理业务营销策略研究　出处：《宁夏大学》2015年硕士论文　论文类型：学位论文

【摘要】：经济的发展与市场竞争的日益激烈使得商务交易中买卖双方的地位发生了转变,买方逐渐成为强势贸易方,赊销成为了主要的贸易结算方式。买卖双方地位的转变和结算方式的转变,使得交易中处于相对弱势的中小企业供应商面临着巨大的风险和资金压力。保理业务作为一种新型融资方式,为中小企业供应商盘活应收账款获取融资、降低贸易风险提供了良好的解决方式。保理业务是新兴融资业务的一种,是指保理银行作为保理商,通过受让企业的应收账款,为企业进行提供融资、应收账款管理与催收、坏账担保、资信调查等一系列综合性金融服务。随着贸易竞争日趋激烈,赊销结算方式日益流行,我国国内保理业务的需求量将进一步扩大。同时,利率的市场化、金融机构准入门槛降低以及互联网银行冲击,使得我国商业银行的经营环境和竞争环境都在不断对传统信贷业务提出挑战。作为宁夏地区商业银行中较为年轻而富有创造性的银行,招商银行X支行及时转变业务思想,将营销重点由传统信贷业务向新兴业务转移。国内保理业务作为新兴业务之一,在市场需求日益扩张的经济环境下,成为银行业发展新兴业务的重点产品之一。招商银行X支行作为银川区内首家开办国内保理业务的支行,在保理业务的营销与流程管理方面有着一定的经验和优势。本文在对国内保理业务的特点、流程、市场竞争状况和市场需求分析后认为,X支行开展保理业务的营销对于中小企业客户和银行自身都具有明显的益处,是X支行未来信贷业务的发展重点。本文通过分析X支行国内保理业务的SWOT矩阵和五力模型后认为,招商银行X支行发展保理业务的障碍主要在于五个方面：一是目标客户的定位不准确；二是保理业务的操作和监管流程亟需完善；三是相关从业人员的培训不足；四是保理业务的激励机制空白,五是保理业务营销力度不足。针对上述问题,本文进行了X支行国内保理营销策略的研究,结合X支行保理业务的SWOT矩阵和五力模型,在客群、产品、操作与监管流程、人员、激励机制五个方面提出了X支行发展保理业务的建议。
[Abstract]:With the development of economy and the increasingly fierce competition in the market, the position of the buyer and seller has been changed, and the buyer has gradually become a strong trading party. Credit sale has become the main trade settlement method. The change of the position of buyer and seller and the change of settlement method. As a new type of financing, factoring business, as a new financing method, provides financing for SMEs suppliers to invigorate accounts receivable. Factoring provides a good solution to reduce trade risk. Factoring is one of the emerging financing business, which means that factoring bank, as a factoring agent, provides financing for enterprises through the accounts receivable of the transferred enterprises. Account receivable management and collection, bad debt guarantee, credit investigation and a series of comprehensive financial services. With the increasingly fierce competition in trade, credit settlement methods are increasingly popular. The demand for factoring business in China will be further expanded. At the same time, the marketization of interest rate, the lower entry threshold of financial institutions and the impact of Internet banking. The operating environment and competitive environment of commercial banks in our country are constantly challenging the traditional credit business. As a relatively young and creative bank in Ningxia area commercial banks. China Merchants Bank X branch changes the business idea in time, shifts the marketing emphasis from the traditional credit business to the new business. As one of the new business, the domestic factoring business, in the economic environment of market demand expanding day by day. China Merchants Bank X Branch is the first branch of China Merchants Bank to start domestic factoring business in Yinchuan area. In factoring business marketing and process management has a certain experience and advantages. This paper analyzes the characteristics of domestic factoring business, process, market competition and market demand. X branch to carry out factoring business marketing for SMEs and banks themselves have obvious benefits. This paper analyzes the SWOT matrix and five forces model of domestic factoring business of X Branch Bank. The obstacles to the development of factoring business in China Merchants Bank X Branch mainly lie in five aspects: first, the positioning of target customers is not accurate; Second, the operation and supervision process of factoring need to be improved. Third, the training of relevant employees is insufficient; The fourth is the blank incentive mechanism of factoring business, and the fifth is that the marketing of factoring business is insufficient. In view of the above problems, this paper studies the domestic factoring marketing strategy of X sub-bank. Combined with the SWOT matrix and five force model of factoring business of X branch, the paper puts forward the suggestions of developing factoring business in five aspects: customer group, product, operation and supervision flow, personnel and incentive mechanism.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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