發(fā)布時(shí)間：2018-03-24 21:27

  本文選題：農(nóng)業(yè)銀行　切入點(diǎn)：福建省分行　出處：《福建農(nóng)林大學(xué)》2013年碩士論文

【摘要】：國(guó)際貿(mào)易融資具有低風(fēng)險(xiǎn)、短周期和高收益的特點(diǎn)，且集中間業(yè)務(wù)與資產(chǎn)業(yè)務(wù)于一身，無(wú)論對(duì)銀行還是對(duì)進(jìn)出口企業(yè)均起著積極的作用，近年來(lái)許多國(guó)際性銀行都紛紛加大其拓展力度。面對(duì)外資銀行和同業(yè)的威脅，作為國(guó)有大型上市商業(yè)銀行的農(nóng)業(yè)銀行福建省分行已意識(shí)到如何提高國(guó)際貿(mào)易融資業(yè)務(wù)市場(chǎng)占有率、如何提高貿(mào)易金融客戶的忠誠(chéng)度等已成為其提高核心競(jìng)爭(zhēng)力急需解決的問(wèn)題。在這樣一個(gè)充滿機(jī)遇和挑戰(zhàn)的內(nèi)外部環(huán)境下，農(nóng)業(yè)銀行福建省分行必須面對(duì)的問(wèn)題是如何改進(jìn)國(guó)際貿(mào)易融資營(yíng)銷(xiāo)方式，應(yīng)采取什么樣的營(yíng)銷(xiāo)策略才能應(yīng)對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)。 目前業(yè)界對(duì)商業(yè)銀行國(guó)際貿(mào)易融資營(yíng)銷(xiāo)策略這方面的研究極少，所以本研究具有一定的理論價(jià)值和實(shí)際意義。本文基于服務(wù)營(yíng)銷(xiāo)、銀行營(yíng)銷(xiāo)及營(yíng)銷(xiāo)策略等相關(guān)基礎(chǔ)理論，，以福建農(nóng)行國(guó)際貿(mào)易融資業(yè)務(wù)為研究對(duì)象，在參考國(guó)內(nèi)外文獻(xiàn)的基礎(chǔ)上，首先闡述了商業(yè)銀行國(guó)際貿(mào)易融資理論及營(yíng)銷(xiāo)理論，并介紹了福建農(nóng)行國(guó)際貿(mào)易融資發(fā)展及營(yíng)銷(xiāo)狀況，接著通過(guò)SWOT分析方法，充分分析了福建農(nóng)行發(fā)展國(guó)際貿(mào)易融資業(yè)務(wù)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，從而結(jié)合自身工作實(shí)際經(jīng)驗(yàn)，找出制約福建農(nóng)行國(guó)際貿(mào)易融資營(yíng)銷(xiāo)的因素，然后總結(jié)出了數(shù)種具有代表性的營(yíng)銷(xiāo)策略，如市場(chǎng)細(xì)分、產(chǎn)品策略、分層管理、關(guān)系營(yíng)銷(xiāo)、同業(yè)合作及專(zhuān)業(yè)化經(jīng)營(yíng)等，并列舉了福建農(nóng)行國(guó)際貿(mào)易融資業(yè)務(wù)營(yíng)銷(xiāo)解決方案，最后提出對(duì)福建農(nóng)行國(guó)際貿(mào)易融資業(yè)務(wù)發(fā)展趨勢(shì)的展望。本文針對(duì)上述問(wèn)題，理論聯(lián)系實(shí)際，針對(duì)福建農(nóng)行如何營(yíng)銷(xiāo)國(guó)際貿(mào)易融資業(yè)務(wù)做了大量的分析和研究，為福建農(nóng)行的國(guó)際貿(mào)易融資營(yíng)銷(xiāo)策略提供了參考，為實(shí)現(xiàn)其長(zhǎng)遠(yuǎn)發(fā)展的目標(biāo)和提升市場(chǎng)競(jìng)爭(zhēng)能力提供了可靠的依據(jù)，完善和豐富了營(yíng)銷(xiāo)策略的研究。
[Abstract]:International trade financing has the characteristics of low risk, short period and high yield, and it combines intermediate business with asset business, which plays an active role in both banks and import and export enterprises. In recent years, many international banks have stepped up their expansion efforts. In the face of threats from foreign banks and their peers, As a large state-owned listed commercial bank, the Fujian Branch of Agricultural Bank has realized how to increase the market share of international trade financing business. How to improve the loyalty of trade finance customers has become an urgent problem to solve in order to improve their core competitiveness. In such an internal and external environment full of opportunities and challenges, The problems that Fujian Branch of Agricultural Bank of China must face are how to improve the marketing mode of international trade financing and what marketing strategies should be adopted to cope with the fierce market competition. At present, there are few researches on the international trade financing marketing strategy of commercial banks, so this research has certain theoretical value and practical significance. This paper is based on the relevant basic theories of service marketing, bank marketing and marketing strategy, etc. Taking the international trade financing business of Fujian Agricultural Bank as the research object, on the basis of referring to the domestic and foreign literature, this paper first expounds the international trade financing theory and marketing theory of commercial banks, and introduces the development and marketing situation of international trade financing in Fujian Agricultural Bank. Then through the SWOT analysis method, the paper fully analyzes the advantages, disadvantages, opportunities and threats of Fujian Agricultural Bank's development of international trade financing business, thus combining with its own practical work experience, find out the factors that restrict the international trade financing marketing of Fujian Agricultural Bank. Then it summarizes several representative marketing strategies, such as market segmentation, product strategy, hierarchical management, relationship marketing, interbank cooperation and specialized management, and enumerates the marketing solutions of Fujian Agricultural Bank's international trade financing business. Finally, the prospect of Fujian Agricultural Bank's international trade financing business is put forward. Aiming at the above problems, this paper makes a great deal of analysis and research on how Fujian Agricultural Bank can market international trade financing business. It provides a reference for the international trade financing marketing strategy of Fujian Agricultural Bank, provides a reliable basis for realizing its long-term development goal and promotes the market competition ability, and perfects and enriches the research on the marketing strategy.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F275;F832.33

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本文編號(hào)：1660099