本文選題：中國(guó)銀行SY分行 + 銀保融資產(chǎn)品��； 參考：《遼寧大學(xué)》2012年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)一體化的逐步深入,各金融機(jī)構(gòu)出現(xiàn)的相互融合的趨勢(shì),正在加快發(fā)展。根據(jù)市場(chǎng)需求的不斷變化,業(yè)務(wù)品種的不斷創(chuàng)新,銀行與保險(xiǎn)公司的業(yè)務(wù)合作越來(lái)越密切,其中日漸興起的供應(yīng)鏈融資業(yè)務(wù),也嵌入了許多保險(xiǎn)元素。借助保險(xiǎn)手段,為鏈條中核心客戶的上下游企業(yè)應(yīng)收賬款管理提供金融服務(wù),延伸銀行服務(wù)鏈條,有效拓展客戶,極大的豐富了銀行融資模式。綜合經(jīng)營(yíng)適應(yīng)了客戶需求的多元化,適應(yīng)了市場(chǎng)競(jìng)爭(zhēng)的需要,也適應(yīng)了銀行風(fēng)險(xiǎn)分散、收入多元化的要求。因此各種銀保融資產(chǎn)品被開(kāi)發(fā)出來(lái),綜合經(jīng)營(yíng)將成為不可逆轉(zhuǎn)的發(fā)展趨勢(shì),銀保合作顯示出強(qiáng)大的發(fā)展后勁。 中國(guó)銀行是較早開(kāi)展多元化經(jīng)營(yíng)的商業(yè)銀行,為順應(yīng)國(guó)內(nèi)貿(mào)易市場(chǎng)需求大環(huán)境的變化,適時(shí)組合創(chuàng)新公司金融產(chǎn)品推出了以供應(yīng)鏈融資為依托的銀保融資系列產(chǎn)品。本文以中國(guó)銀行SY分行銀保融資產(chǎn)品的市場(chǎng)營(yíng)銷為例,首先對(duì)中國(guó)銀行SY分行銀保融資產(chǎn)品的發(fā)展現(xiàn)狀進(jìn)行簡(jiǎn)要介紹,然后分別從外部、內(nèi)部以及競(jìng)爭(zhēng)環(huán)境等幾個(gè)方面對(duì)中行SY分行的銀保融資產(chǎn)品營(yíng)銷環(huán)境進(jìn)行分析,并運(yùn)用SWOT矩陣確定最優(yōu)組合戰(zhàn)略。結(jié)合STP、4PS等理論根據(jù)中國(guó)銀行SY分行的實(shí)際情況,確定其目標(biāo)客戶和市場(chǎng)定位；結(jié)合前面分析,從市場(chǎng)營(yíng)銷的產(chǎn)品、價(jià)格、渠道和促銷四個(gè)角度,確定適合中國(guó)銀行SY分行銀保融資產(chǎn)品的營(yíng)銷組合策略。最后對(duì)中行SY分行銀保融資產(chǎn)品營(yíng)銷策略的實(shí)施,從措施和保障兩方面加以研究論述。 中國(guó)銀行SY分行銀保融資產(chǎn)品的營(yíng)銷策略研究對(duì)于以產(chǎn)品帶動(dòng)營(yíng)銷作為切入點(diǎn),推動(dòng)中國(guó)銀行SY分行貿(mào)易融資業(yè)務(wù)的發(fā)展,促進(jìn)我行產(chǎn)品線、客戶線和渠道線的進(jìn)一步整合,實(shí)現(xiàn)集團(tuán)多元化服務(wù)、一體化經(jīng)營(yíng),具有重要的理論和實(shí)際意義。
[Abstract]:With the gradual deepening of global economic integration, the trend of convergence of financial institutions is speeding up development.According to the constant change of market demand and the innovation of business variety, the business cooperation between banks and insurance companies is getting closer and closer. Among them, the rising supply chain financing business also embed many insurance elements.By means of insurance, this paper provides financial services for the upstream and downstream enterprise accounts receivable management of the core customers in the chain, extends the banking service chain, effectively expands the customers, and greatly enriches the bank financing mode.Comprehensive management adapts to the diversification of customer demand, the need of market competition, and the diversification of bank risk and income.Therefore, all kinds of bancassurance financing products are developed, comprehensive management will become an irreversible development trend, bancassurance cooperation shows a strong development stamina.Bank of China is an early diversified commercial bank. In order to adapt to the changes of the domestic trade market demand, timely combination and innovation company financial products have launched a series of products based on supply chain financing.Taking the marketing of Bank of China sy branch as an example, this paper briefly introduces the development of bank guarantee financing products in Bank of China sy branch, and then from the outside,This paper analyzes the marketing environment of Bancassurance financing products in Bank of China sy branch and uses SWOT matrix to determine the optimal combination strategy.According to the actual situation of sy branch of Bank of China, the target customer and market position are determined by combining with the theory of STPN4PS, and combined with the previous analysis, from the four angles of product, price, channel and promotion of marketing,To determine the appropriate marketing mix strategy for Bank of China sy Branch Bancassurance financing products.Finally, the implementation of Bancassurance financing product marketing strategy in Bank of China sy Branch is discussed from two aspects: measures and guarantees.Research on the Marketing Strategy of Bank of China sy Branch Bancassurance financing products; to promote the development of trade financing business of Bank of China sy Branch with product-driven marketing as the starting point, and to promote the further integration of our bank's product line, customer line and channel line,It is of great theoretical and practical significance to realize diversified services and integrated management of the group.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.33

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