基于价值创造导向的M商业银行贷款营销策略调整研究

发布时间：2018-03-27 14:55

本文选题：价值创造　切入点：商业银行　出处：《西南科技大学》2014年硕士论文

【摘要】：金融全球化和利率市场化的不断加速,给金融市场带来巨大变化,商业银行的经营也面临着机遇和挑战。一方面,资本市场呈现出买方市场的特征,政府将更多的话语权和主导权交给了市场以及银行、企业、个人等市场主体,资金价格将更真实、及时地反映市场供需。另一方面,利率市场化将进一步加剧银行业的竞争。失去了政府对存贷款利率上下限的调控,商业银行将面临存贷利差收紧、优质客户资源紧缺、经营成本控制的压力。在传统经营模式下,商业银行贷款营销策略已无法适应市场竞争,暴露出客户结构不合理导致成本占用过高、定价水平不科学导致利润空间收窄、营销管理不精细导致综合回报偏低等问题。在此背景下,M商业银行为了更好地适应市场发展,引入了经济增加值这一工具,用以衡量其业务经营成果。经济增加值(Economic Value Added,简称EVA)是一种公司业绩衡量指标,能准确地反映公司在一定时期内为股东创造的价值。与其他衡量指标相比,EVA把为企业创造利润的所有资金成本纳入考虑。1989年,思腾思特公司提出了这一概念和相关理论体系,它被广泛应用于企业战略选择、目标设置、业绩评估等经营管理各领域。外部市场环境的变化和引入经济增加值工具后内部发展的需要,使M银行的贷款营销策略需要更多地关注成本、风险和回报。本文将借助营销策略组合(即4Ps),思考M银行贷款营销策略的调整方向:在产品策略上,改变单个产品、单一模式的营销,通过产品组合的方式,发挥联动效应,提高资产回报,同时,按照收益覆盖成本的原则,强调对低成本高收益的产品和客户的营销,降低成本,增加收入;在价格策略上,完善市场及同业定价信息捕捉机制,通过建立差异化定价体系,及时反应市场水平与客户需求,提高收益;在渠道策略上,一方面挖掘传统渠道营销潜能,另一方面加大对新兴销售渠道的建设,拓宽增收路径;在促销策略上,充分考虑促销成本、产品及服务选择等因素,探索多元化促销模式。
[Abstract]:With the rapid development of financial globalization and marketization of interest rates, great changes have been brought to the financial market, and the management of commercial banks is also facing opportunities and challenges. On the one hand, the capital market presents the characteristics of the buyer's market. The government has given more voice and leadership to the market and the market entities such as banks, enterprises and individuals. The price of capital will be more real and timely reflect the market supply and demand. On the other hand, The marketization of interest rates will further intensify the competition in the banking sector. Without the government's regulation on the upper and lower limits of deposit and loan rates, commercial banks will be faced with a tightening of deposit and loan interest rates and a shortage of high-quality customer resources. Under the traditional management mode, the loan marketing strategy of commercial banks can no longer adapt to the market competition, which exposes that the unreasonable customer structure leads to excessive cost occupation, and the unscientific pricing level leads to the narrowing of profit space. In order to adapt to the development of the market, M Commercial Bank has introduced the economic value added tool in order to better adapt to the development of the market. Economic value added (EVA) is a measure of corporate performance. It can accurately reflect the value that the company creates for shareholders in a certain period of time. Compared with other measures, EVA takes into account all the capital costs that generate profits for enterprises. In 1989, the company put forward this concept and related theoretical system. It is widely used in various fields of business management, such as strategic choice, target setting, performance evaluation and so on, the change of external market environment and the need of internal development after the introduction of economic value added tools. So that M Bank's loan marketing strategy needs to pay more attention to cost, risk and return. Single mode of marketing, through the way of product combination, play the linkage effect, improve the return on assets, at the same time, according to the principle of income covering cost, emphasize the marketing of low cost and high income products and customers, reduce the cost and increase the income; On the price strategy, we should perfect the information capture mechanism of market and interbank pricing, through the establishment of differential pricing system, timely respond to the market level and customer demand, improve the income; in the channel strategy, on the one hand, tap the potential of traditional channel marketing, On the other hand, we should increase the construction of new sales channels and broaden the ways of increasing revenue. In the promotion strategy, we should fully consider the factors such as promotion cost, product and service selection, and explore the diversified promotion mode.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.4

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