中国XX银行SD分行房地产供应链融资业务的营销策略研究

发布时间：2018-04-24 22:03

本文选题：商业银行 + 房地产供应链融资　；参考：《山东大学》2017年硕士论文

【摘要】：房地产供应链融资是指银行对以房地产企业所在的供应链中的各个企业或者是个人提供的银行融资服务,为解决房地产企业的融资需要、降低供应链整体财务成本、优化资金使用效率而提供的系统性金融服务方案。近几年,随着经济、政策、财务管理等内外部环境的影响,房地产企业开始逐渐地将传统的融资方式向供应链融资进行转变,而商业银行也抓住了房地产企业的需求,通过开展房地产供应链融资业务,协调整个供应链资金流,降低企业整体财务成本,为其提供系统性的金融服务。目前,国内很多商业银行对房地产企业提供的融资产品仍以传统的贷款为主,难以适应房地产企业的融资需求;而有些银行已经开始发展房地产供应链融资业务,但所能提供的产品大多同质化严重,缺乏创新性,还没有形成成熟的房地产供应链融资市场。在这种环境下,房地产供应链融资业务已成为商业银行竞相发展的焦点,通过该项业务抢夺房地产融资市场的份额,因此,如何认知房地产供应链融资业务的内外部环境并制定营销策略,成为我国商业银行发展的重要研究课题。从理论研究的角度来看,房地产供应链融资既属于房地产融资业务,也属于供应链融资业务,为两者的交叉领域,目前,国内外学术界分别对房地产融资和供应链融资的研究较多,具备较为完善的理论体系,而专门针对房地产供应链融资这一单项业务的研究较少,因此,本文对房地产供应链融资的研究,在一定程度上填补了该项业务理论的空白。本文主要采用比文献研究法、比较研究法和调查研究法对中国XX银行SD分行房地产供应链融资业务的营销策略进行研究,通过山东省图书馆、互联网、山东大学图书馆、中国知网等多渠道收集相关资料,比较分析国内外同行业的房地产供应链融资业务发展情况,通过对中国XX银行SD分行的调查,获得相关的一手资料。本文以中国XX银行SD分行房地产供应链融资业务为研究对象,说明了该项业务开展的背景和意义,叙述了相关理论研究;列举国内外银行机构开展供应链融资业务的案例,总结其业务发展经验;运用SWOT分析工具对SD分行房地产供应链融资的内外部环境进行分析,并对房地产供应链融资业务市场进行细分,明确营销目标群体;进而制定了中国XX银行SD分行房地产供应链融资业务营销的产品策略、价格策略、渠道策略和促销策略等。本文对中国XX银行SD分行房地产供应链融资业务营销策略的研究为中国XX银行SD分行以及其他商业银行提供了借鉴和理论参考,也进一步丰富了供应链融资的相关理论研究。
[Abstract]:Real estate supply chain financing refers to the bank financing services provided by banks to all enterprises or individuals in the supply chain in which real estate enterprises are located, in order to meet the financing needs of real estate enterprises and to reduce the overall financial cost of the supply chain. A systematic financial service program that optimizes the efficiency of the use of funds. In recent years, with the influence of internal and external environment, such as economy, policy and financial management, real estate enterprises have gradually changed their traditional financing methods to supply chain financing, and commercial banks have also grasped the demand of real estate enterprises. Through the development of real estate supply chain financing business, coordination of the entire supply chain capital flow, reduce the overall financial costs of enterprises, provide them with systematic financial services. At present, the financing products provided by many commercial banks to real estate enterprises are still dominated by traditional loans, which are difficult to meet the financing needs of real estate enterprises; and some banks have begun to develop the financing business of real estate supply chains. But most of the products can be homogenized, lack of innovation, has not yet formed a mature real estate supply chain financing market. In this environment, the real estate supply chain financing business has become the focus of development of commercial banks, through this business to seize the share of the real estate financing market, therefore, How to understand the internal and external environment of real estate supply chain financing business and formulate marketing strategies has become an important research topic for the development of commercial banks in China. From the perspective of theoretical research, real estate supply chain financing is not only a real estate financing business, but also a supply chain financing business. There are many researches on real estate financing and supply chain financing at home and abroad, and there is a relatively perfect theoretical system. However, there is less research on real estate supply chain financing as a single business, so, The research of real estate supply chain financing in this paper fills the blank of the business theory to a certain extent. This paper studies the marketing strategy of the real estate supply chain financing business of SD Branch of XX Bank of China through the library of Shandong Province, the Internet, and the Library of Shandong University. Through the investigation of SD branch of XX Bank of China, this paper compares and analyzes the development of real estate supply chain financing business at home and abroad. This paper takes the real estate supply chain financing business of SD Branch of XX Bank of China as the research object, explains the background and significance of the business, describes the relevant theoretical research, enumerates the cases of domestic and foreign banking institutions carrying out the supply chain financing business. Summarize its business development experience, use SWOT analysis tools to analyze the internal and external environment of real estate supply chain financing in SD Branch, and subdivide the real estate supply chain financing business market to clarify the marketing target group. Furthermore, the product strategy, price strategy, channel strategy and promotion strategy of SD Branch of XX Bank of China are established. In this paper, the research on the marketing strategy of real estate supply chain financing in SD Branch of XX Bank of China provides reference and theoretical reference for SD Branch of XX Bank of China and other commercial banks, and further enriches the relevant theoretical research on supply chain financing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274;F832.33

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