本文選題：中國工商銀行　切入點(diǎn)：中間業(yè)務(wù)　出處：《華中科技大學(xué)》2013年碩士論文

【摘要】：隨著市場經(jīng)濟(jì)的深入和對外開放水平的提高，高經(jīng)濟(jì)增長、高信貸投放的經(jīng)濟(jì)形勢和產(chǎn)業(yè)政策正在顯著發(fā)生變化，商業(yè)銀行單靠傳統(tǒng)上的存貸款業(yè)務(wù)獲取經(jīng)營利潤已經(jīng)很難適應(yīng)持續(xù)增強(qiáng)自身核心競爭力的要求。中間業(yè)務(wù)風(fēng)險(xiǎn)低、成本小、收益高，成為商業(yè)銀行改善業(yè)務(wù)結(jié)構(gòu)、增加利潤、規(guī)避風(fēng)險(xiǎn)的首選。但是，目前我國商業(yè)銀行中間業(yè)務(wù)與西方發(fā)達(dá)國家相比還存在較大差距。 本文運(yùn)用現(xiàn)代企業(yè)經(jīng)營理論和市場營銷理論，對中國工商銀行J省分行的中間業(yè)務(wù)進(jìn)行研究，就如何提高中國工商銀行J省分行中間業(yè)務(wù)營銷能力，進(jìn)而推動中間業(yè)務(wù)發(fā)展提出了適合當(dāng)前市場環(huán)境和中國工商銀行J省分行特點(diǎn)的營銷策略。本文分析了我國商業(yè)銀行的宏觀環(huán)境、行業(yè)環(huán)境等外部環(huán)境內(nèi)容，，闡述了中國工商銀行J省分行的內(nèi)部條件、中間業(yè)務(wù)發(fā)展現(xiàn)狀、優(yōu)勢、劣勢、機(jī)會和威脅，然后運(yùn)用營銷理論，提出了中國工商銀行J省分行市場細(xì)分、選擇目標(biāo)市場、市場定位的STP戰(zhàn)略和產(chǎn)品、價(jià)格、渠道、促銷、政府政策、公共關(guān)系的6P組合策略。最后，從思想觀念、組織制度、品牌建設(shè)、人力資源、成本風(fēng)險(xiǎn)管理、信息技術(shù)等六個層面給出了保障中國工商銀行J省分行中間業(yè)務(wù)營銷策略實(shí)施的具體針對性措施。
[Abstract]:With the deepening of the market economy and the improvement of the level of opening to the outside world, the economic situation and industrial policies of the high level of economic growth and high credit are changing significantly.It is difficult for commercial banks to meet the requirements of continuously enhancing their core competitiveness by relying solely on traditional deposit and loan business to obtain operating profits.Intermediate business is the first choice for commercial banks to improve business structure, increase profits and avoid risks because of low risk, low cost and high income.However, there is still a big gap between the intermediate business of commercial banks in our country and the western developed countries.Based on the modern enterprise management theory and marketing theory, this paper studies the intermediary business of Industrial and Commercial Bank of China (ICBC) J provincial branch, and discusses how to improve the marketing ability of ICBC J provincial branch.Furthermore, the marketing strategy suitable for the current market environment and the characteristics of ICBC J branch is put forward to promote the development of intermediate business.This paper analyzes the external environment of China's commercial banks, such as macro environment, industry environment and so on, and expounds the internal conditions, the status quo, strengths, weaknesses, opportunities and threats of the industrial and commercial bank of China's J provincial branch.Then, using the marketing theory, this paper puts forward the 6p combination strategy of STP strategy and products, price, channel, promotion, government policy and public relations, which are divided into market segments, select target market and market orientation of Industrial and Commercial Bank of China (ICBC).Finally, from six aspects of ideology, organization system, brand construction, human resources, cost risk management and information technology, the author puts forward the specific targeted measures to ensure the implementation of intermediate business marketing strategy of Industrial and Commercial Bank of China (ICBC) in J province.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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