中国商业银行中间业务营销策略创新研究

发布时间：2018-03-27 22:12

本文选题：中国商业银行　切入点：中间业务　出处：《山东大学》2014年硕士论文

【摘要】：随着经济全球化进程的加快,世界各国商业银行在金融领域的竞争日趋激烈,我国商业银行的竞争面临相同状况。随着我国改革开放进程的加快,利率市场化的逐步推行,我国商业银行依靠利差盈利的传统模式已经落后。中间业务收入作为世界各国商业银行利润的主要来源之一,在我国商业银行中的发展仍然处在较为落后的阶段,尚且无法成为商业银行利润的核心来源。近些年来,随着我国改革开放的深化,我国投资市场的潜力被大大的挖掘出来,在这一过程中,我国投资市场的发展十分迅速,也促进了我国商业银行中间业务的高速发展。尽管中间业务仍处在一个高速发展的时期,但是我国商业银行中间业务同国际先进水平相比仍然存在较大的差距。想要在市场化浪潮中深化改革我国商业银行的盈利模式,推动中间业务的发展势在必行。在推动中间业务发展的过程中,势必要对中间业务的营销加以重视,才能更快的将中间业务收入转为我国商业银行利润的核心来源之一,这就需要制定科学合理的营销策略。本文就将对我国商业银行中间业务的营销策略发展进行创新的探究。本文在写作中,将在对国内外相关文献进行综述的基础上,首先分析商业银行中间业务的定义和相关的营销理论,分析目前较为流行的一些营销策略理论,然后对银行中间业务和营销之间的相关关系进行分析,来说明商业银行中间业务进行营销的必要性,以及制定相关营销策略的重要性。接下来,对我国商业银行的定价和营销现状进行了分析,并指出了营销中存在的问题,旨在找出发展的障碍所在,从而为推动我国商业银行中间业务的进一步发展铺平道路,为中间业务的进一步发展研究提供一定的理论依据。然后根据文中的理论对工商银行山东省济南分行XX支行进行实证分析,结合实际从业经验,利用所得到的第一手的营销数据,根据数据来分析其相关营销策略的制定以及漏洞,为我国商业银行中间业务的整体发展和中间业务营销策略的创新发展提供新的思路。最后以6P营销策略为模板,从产品策略、价格策略、渠道策略、促销策略、政府政策策略、公共关系策略这六个方面来制定一个具体的创新型商业银行中间业务的营销策略。期望通过本文,能够对我国商业银行中间业务营销策略的制定起到积极的借鉴参考作用,期望能对我国商业银行中间业务的发展提供有意义的发展思路。
[Abstract]:With the acceleration of the process of economic globalization, the competition of commercial banks in the world is becoming increasingly fierce, and the competition of commercial banks in our country is facing the same situation. With the acceleration of the process of reform and opening up in China, the marketization of interest rates is gradually carried out. As one of the main sources of profits of commercial banks in the world, the development of commercial banks in China is still in a relatively backward stage. In recent years, with the deepening of China's reform and opening up, the potential of China's investment market has been greatly tapped out. In this process, China's investment market has developed very rapidly. It has also promoted the rapid development of the intermediary business of commercial banks in China. Although the intermediate business is still in a period of rapid development, However, there is still a big gap between the intermediate business of our commercial banks and the international advanced level. We want to deepen the reform of the profit model of our commercial banks in the wave of marketization. It is imperative to promote the development of intermediate business. In the process of promoting the development of intermediate business, we must pay attention to the marketing of intermediary business, in order to quickly turn the revenue of intermediate business into one of the core sources of profits of commercial banks in our country. Therefore, it is necessary to formulate scientific and reasonable marketing strategy. This paper will explore the innovation of the development of the marketing strategy of the intermediate business of commercial banks in our country. In this paper, on the basis of summarizing the domestic and foreign literature, this paper first analyzes the definition of intermediate business of commercial banks and the relevant marketing theory, and analyzes some popular marketing strategy theories at present. Then the relationship between intermediary business and marketing is analyzed to illustrate the necessity of intermediary business in commercial banks and the importance of formulating relevant marketing strategies. This paper analyzes the current situation of pricing and marketing of commercial banks in China, and points out the existing problems in marketing in order to find out the obstacles to development, thus paving the way for the further development of intermediary business of commercial banks in China. To provide some theoretical basis for the further development of intermediate business. Then according to the theory of ICBC Jinan Branch XX Branch of ICBC empirical analysis, combined with practical experience, Use the first-hand marketing data to analyze the relevant marketing strategies and loopholes. Finally, taking 6P marketing strategy as a template, from product strategy, price strategy, channel strategy, promotion strategy, government policy strategy, we provide new ideas for the overall development of intermediary business and innovation development of intermediate business strategy of commercial bank of our country, finally, take 6P marketing strategy as a template, from product strategy, price strategy, channel strategy, promotion strategy, government policy strategy. The six aspects of public relations strategy to formulate a specific innovative commercial bank intermediary business marketing strategy. Through this article, it is expected to play a positive reference role in the formulation of intermediate business marketing strategy of Chinese commercial banks. It is expected to provide a meaningful way of development for the development of intermediate business of commercial banks in China.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

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