商业银行提升对公业务营销能力研究

发布时间：2018-06-16 05:18

本文选题：商业银行 + 对公业务　；参考：《兰州大学》2014年硕士论文

【摘要】：随着近几年外部金融环境的不断变动,中国商业银行在经营过程中所面临的来自行业内外的竞争压力也逐渐增大。就宏观环境而言,国内金融业在遭遇了2008年金融危机之后,一直处于摸索新出路、完善金融系统漏洞的不稳定状态；就行业环境而言,国内各大商业银行不仅随时面对着外资银行对国内业务领域的瓜分与侵蚀,同时还要应对国内的公司、个人在办理相关业务、追求货币增值时,对于银行依赖性逐渐减弱的问题。同时,在中国商业银行同业之间,也存在着激烈的客户争夺战,有限的优质客户资源更是各大商业银行竞相追逐的对象。这也促就了各大国内商业银行在对公、对私业务中,必然会有暂时性“抓大放小”的举措,这不仅反映了银行更重视对公业务的现状,也映射出了银行在对公业务中更侧重于大客户的开发现状。事实上,作为商业银行发展壮大的基础和利润效益的核心来源,对公业务的发展对商业银行有着不言而喻的重要作用,中国各大商业银行也早在2005年就达成了对公业务应从“核算交易”为主导逐步过渡到“营销服务”为主导的共识。近年来,学术界关于国内商业银行对公业务经营模式改革、转型的讨论一直未曾停歇,各大商业银行也在实践中进行着对公业务转型的探索,并在部分地区已经取得了不错的成效,但更多的转型实践则是反馈出了不少问题。中国商业银行在当前“金融脱媒”的严峻形势下,形成基本的对公业务营销不难,然而,如何在已有的营销团队基础上,在尽可能短的时间内快速提升自我的营销能力,实现对公业务营销中“质的飞跃”而非“量的积累”,这才是本文所研究的重点。本文首先整理了在本文的分析说明中及案例解析中会涉及到的相关理论基础,并将国内外关于商业银行发展对公业务营销能力的相关文献进行了归总和展示；然后以中国国内的商业银行为整体研究对象,对其对公业务营销能力发展现状进行了描述分析；进而由现状展开思考,探究当前商业银行对公业务营销能力薄弱的关键因素,并以此为突破口,提出相应的提升商业银行对公业务营销能力的措施及建议；最后,作者根据在中国工商银行J支行的实践经历,以J银行的对公业务营销作为案例分析对象,结合本文的理论分析,探讨了本文所提建议在商业银行各网点实践中的应用可能性,希望为商业银行对公业务营销能力的提升有实质的帮助。
[Abstract]:With the continuous changes of the external financial environment in recent years, the competitive pressure from inside and outside the industry is gradually increasing in the course of operation of Chinese commercial banks. As far as the macro environment is concerned, after the financial crisis of 2008, the domestic financial industry has been in an unstable state of finding a new way out to perfect the loopholes in the financial system; as far as the industry environment is concerned, The major domestic commercial banks are not only facing the division and erosion of domestic business by foreign banks at any time, but also dealing with domestic companies and individuals in their pursuit of monetary appreciation. The problem of diminishing dependence on banks. At the same time, there is a fierce customer battle among the Chinese commercial banks, and the limited high-quality customer resources are the objects that the major commercial banks are chasing. This has also prompted all major domestic commercial banks to take temporary measures to "pay more attention to public and private business". This not only reflects the fact that banks are paying more attention to public business, It also reflects the current situation of banks focusing more on the development of major customers in their public business. In fact, as the basis for the development of commercial banks and the core source of profit benefits, it plays a self-evident and important role in the development of public business. As early as 2005, China's major commercial banks reached a consensus that the public business should gradually transition from "accounting transactions" to "marketing services". In recent years, the academic circles about the domestic commercial banks to the public business management mode reform, the transformation discussion has not stopped, each big commercial bank also carries on the exploration to the public service transformation in the practice. And in some areas have achieved good results, but more practice is feedback is a lot of problems. Under the severe situation of "financial disintermediation", it is not difficult for Chinese commercial banks to form basic marketing to the public business. However, how to improve their own marketing ability in the shortest possible time on the basis of the existing marketing team, To realize the "qualitative leap" rather than "quantity accumulation" in the marketing of public business is the focus of this paper. In this paper, the theoretical basis of the analysis and analysis of the case will be involved, and the domestic and foreign related literature on the development of commercial banks to the public business marketing ability are summarized and displayed. Then taking the domestic commercial banks of China as the whole research object, this paper describes and analyzes the current situation of the development of the marketing ability of the public business, and then discusses the key factors of the weakness of the current commercial banks' marketing ability to the public business from the point of view of the present situation. Finally, according to the practical experience of the J branch of ICBC, the author takes J Bank's marketing for public business as the case study object, and puts forward the corresponding measures and suggestions to enhance the ability of commercial banks to promote the public business marketing, and finally, according to the practical experience of the J branch of ICBC, the author takes J Bank's marketing for public business as a case study. Based on the theoretical analysis of this paper, this paper probes into the possibility of the application of the suggestions in the practice of commercial banks' outlets, hoping to be of practical help to the promotion of commercial banks' marketing ability of public business.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【参考文献】