發(fā)布時間：2018-02-13 15:03

  本文關(guān)鍵詞： 供應(yīng)鏈融資 營銷策略 營銷管理　出處：《安徽大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨經(jīng)濟全球化成長,企業(yè)內(nèi)部的產(chǎn)供銷一條龍形式漸漸轉(zhuǎn)化為不同企業(yè)間的產(chǎn)供銷專業(yè)化分工,使得企業(yè)具有自己獨到的競爭力,它們必須通過加強合作才能提升整體運行效率,從而獲得最大化利益。近年來,隨著國內(nèi)金融“戰(zhàn)國時代”的到來,商業(yè)銀行傳統(tǒng)業(yè)務(wù)在利率市場化、資產(chǎn)證券化、互聯(lián)網(wǎng)金融、PE、直接融資等強大攻勢環(huán)境下,金融脫媒趨勢日盛,并已嚴(yán)重擠壓商業(yè)銀行傳統(tǒng)公司信貸業(yè)務(wù)的市場份額。如何通過對公業(yè)務(wù)經(jīng)營轉(zhuǎn)型變革,特別是做大做強貿(mào)易融資業(yè)務(wù),解決廣大中小企業(yè)融資難問題,特別是對區(qū)域性上市城商行而言,當(dāng)前面臨的市場環(huán)境和客戶需求,更值得去研究和探討。本文以區(qū)域性上市城商行代表HS銀行為例,研究其供應(yīng)鏈融資業(yè)務(wù)的營銷策略。從商業(yè)銀行供應(yīng)鏈融資業(yè)務(wù)的基本概念著手,在剖析外部原由和內(nèi)部近況的基礎(chǔ)上對營銷策略做了具體分析,提出了HS銀行供應(yīng)鏈融資業(yè)務(wù)營銷策略的途徑和措施。文章首先介紹了供應(yīng)鏈融資的概念、特點,供應(yīng)鏈融資業(yè)務(wù)給商業(yè)銀行帶來的好處、目前HS銀行供應(yīng)鏈融資業(yè)務(wù)的主要形式。其次,從營銷理論的角度通過“PEST分析”方法對HS銀行的宏觀環(huán)境、行業(yè)環(huán)境和目標(biāo)市場上的主要競爭對手進行了分析,借助"SWOT分析法”闡述了HS銀行所面臨的市場機會、威脅及HS銀行自身相較競爭對手的優(yōu)勢、劣勢,文章最后通過“4Ps”這一核心的市場營銷組合策略,從產(chǎn)品、價格、渠道、促銷四個方面對HS銀行供應(yīng)鏈融資市場營銷組合策略進一步剖析,并提出改進產(chǎn)品、價格、渠道、促銷策略的建議,并從企業(yè)管理的角度提出保障策略建議,為HS銀行營銷組合策略的實施提供保障。本文從HS銀行的現(xiàn)狀出發(fā),結(jié)合工作實際對其市場營銷的內(nèi)、外部環(huán)境進行分析,并針對HS銀行市場營銷現(xiàn)狀和問題提出了針對性、可操作性的實施策略。本文的研究成果不僅對HS銀行供應(yīng)鏈融資營銷策略起到了積極的改進作用,為其他區(qū)域性城商行提供參考。
[Abstract]:With the growth of economic globalization, the one-stop form of production, supply and marketing within enterprises is gradually transformed into specialized division of production, supply and marketing among different enterprises, which makes enterprises have their own unique competitiveness. In recent years, with the arrival of domestic financial "warring States era", the traditional business of commercial banks in the interest rate marketization, asset securitization, Under the strong offensive environment such as Internet finance, direct financing and so on, the trend of financial disintermediation is flourishing, and it has seriously squeezed the market share of the traditional corporate credit business of commercial banks. In particular, it is necessary to expand and strengthen the trade financing business and solve the problem of financing difficulties for the majority of small and medium-sized enterprises, especially for the regional listed city commercial banks, the current market environment and customer needs, This paper takes the regional listed city commercial bank as an example to study the marketing strategy of its supply chain financing business. Starting from the basic concept of the commercial bank supply chain financing business, this paper takes the regional listed city commercial bank as an example to study the marketing strategy of its supply chain financing business. Based on the analysis of external reasons and internal situation, this paper makes a concrete analysis of marketing strategy, and puts forward the approaches and measures of supply chain financing business marketing strategy of HS Bank. Firstly, this paper introduces the concept and characteristics of supply chain financing. The benefits of supply chain financing to commercial banks, the main forms of supply chain financing business of HS Bank at present. Secondly, from the perspective of marketing theory, the macro environment of HS Bank is analyzed through "PEST analysis" method. The industry environment and the main competitors in the target market are analyzed, and the market opportunities, threats and advantages and disadvantages of HS Bank compared with its competitors are expounded with the help of "SWOT Analysis". Finally, through the core marketing combination strategy of "4Ps", this paper further analyzes the supply chain financing marketing mix strategy of HS Bank from four aspects: product, price, channel and promotion, and proposes to improve the product, price and channel. The suggestion of promotion strategy, and put forward the suggestion of safeguard strategy from the angle of enterprise management, provide the safeguard for the implementation of the marketing mix strategy of HS bank. This article proceeds from the present situation of HS bank, combines the work actual to its marketing inside, Based on the analysis of the external environment, this paper puts forward some specific and operational strategies for the marketing of HS Bank. The research results of this paper not only play a positive role in improving the supply chain financing marketing strategy of HS Bank. To provide reference for other regional city firms.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.33;F274

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本文編號：1508440