本文關(guān)鍵詞：招商銀行X支行國內(nèi)保理業(yè)務(wù)營銷策略研究　出處：《寧夏大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 國內(nèi)保理 應(yīng)收賬款 營銷策略

【摘要】：經(jīng)濟的發(fā)展與市場競爭的日益激烈使得商務(wù)交易中買賣雙方的地位發(fā)生了轉(zhuǎn)變,買方逐漸成為強勢貿(mào)易方,賒銷成為了主要的貿(mào)易結(jié)算方式。買賣雙方地位的轉(zhuǎn)變和結(jié)算方式的轉(zhuǎn)變,使得交易中處于相對弱勢的中小企業(yè)供應(yīng)商面臨著巨大的風(fēng)險和資金壓力。保理業(yè)務(wù)作為一種新型融資方式,為中小企業(yè)供應(yīng)商盤活應(yīng)收賬款獲取融資、降低貿(mào)易風(fēng)險提供了良好的解決方式。保理業(yè)務(wù)是新興融資業(yè)務(wù)的一種,是指保理銀行作為保理商,通過受讓企業(yè)的應(yīng)收賬款,為企業(yè)進行提供融資、應(yīng)收賬款管理與催收、壞賬擔(dān)保、資信調(diào)查等一系列綜合性金融服務(wù)。隨著貿(mào)易競爭日趨激烈,賒銷結(jié)算方式日益流行,我國國內(nèi)保理業(yè)務(wù)的需求量將進一步擴大。同時,利率的市場化、金融機構(gòu)準入門檻降低以及互聯(lián)網(wǎng)銀行沖擊,使得我國商業(yè)銀行的經(jīng)營環(huán)境和競爭環(huán)境都在不斷對傳統(tǒng)信貸業(yè)務(wù)提出挑戰(zhàn)。作為寧夏地區(qū)商業(yè)銀行中較為年輕而富有創(chuàng)造性的銀行,招商銀行X支行及時轉(zhuǎn)變業(yè)務(wù)思想,將營銷重點由傳統(tǒng)信貸業(yè)務(wù)向新興業(yè)務(wù)轉(zhuǎn)移。國內(nèi)保理業(yè)務(wù)作為新興業(yè)務(wù)之一,在市場需求日益擴張的經(jīng)濟環(huán)境下,成為銀行業(yè)發(fā)展新興業(yè)務(wù)的重點產(chǎn)品之一。招商銀行X支行作為銀川區(qū)內(nèi)首家開辦國內(nèi)保理業(yè)務(wù)的支行,在保理業(yè)務(wù)的營銷與流程管理方面有著一定的經(jīng)驗和優(yōu)勢。本文在對國內(nèi)保理業(yè)務(wù)的特點、流程、市場競爭狀況和市場需求分析后認為,X支行開展保理業(yè)務(wù)的營銷對于中小企業(yè)客戶和銀行自身都具有明顯的益處,是X支行未來信貸業(yè)務(wù)的發(fā)展重點。本文通過分析X支行國內(nèi)保理業(yè)務(wù)的SWOT矩陣和五力模型后認為,招商銀行X支行發(fā)展保理業(yè)務(wù)的障礙主要在于五個方面：一是目標客戶的定位不準確；二是保理業(yè)務(wù)的操作和監(jiān)管流程亟需完善；三是相關(guān)從業(yè)人員的培訓(xùn)不足；四是保理業(yè)務(wù)的激勵機制空白,五是保理業(yè)務(wù)營銷力度不足。針對上述問題,本文進行了X支行國內(nèi)保理營銷策略的研究,結(jié)合X支行保理業(yè)務(wù)的SWOT矩陣和五力模型,在客群、產(chǎn)品、操作與監(jiān)管流程、人員、激勵機制五個方面提出了X支行發(fā)展保理業(yè)務(wù)的建議。
[Abstract]:With the development of economy and the increasingly fierce competition in the market, the position of the buyer and seller has been changed, and the buyer has gradually become a strong trading party. Credit sale has become the main trade settlement method. The change of the position of buyer and seller and the change of settlement method. As a new type of financing, factoring business, as a new financing method, provides financing for SMEs suppliers to invigorate accounts receivable. Factoring provides a good solution to reduce trade risk. Factoring is one of the emerging financing business, which means that factoring bank, as a factoring agent, provides financing for enterprises through the accounts receivable of the transferred enterprises. Account receivable management and collection, bad debt guarantee, credit investigation and a series of comprehensive financial services. With the increasingly fierce competition in trade, credit settlement methods are increasingly popular. The demand for factoring business in China will be further expanded. At the same time, the marketization of interest rate, the lower entry threshold of financial institutions and the impact of Internet banking. The operating environment and competitive environment of commercial banks in our country are constantly challenging the traditional credit business. As a relatively young and creative bank in Ningxia area commercial banks. China Merchants Bank X branch changes the business idea in time, shifts the marketing emphasis from the traditional credit business to the new business. As one of the new business, the domestic factoring business, in the economic environment of market demand expanding day by day. China Merchants Bank X Branch is the first branch of China Merchants Bank to start domestic factoring business in Yinchuan area. In factoring business marketing and process management has a certain experience and advantages. This paper analyzes the characteristics of domestic factoring business, process, market competition and market demand. X branch to carry out factoring business marketing for SMEs and banks themselves have obvious benefits. This paper analyzes the SWOT matrix and five forces model of domestic factoring business of X Branch Bank. The obstacles to the development of factoring business in China Merchants Bank X Branch mainly lie in five aspects: first, the positioning of target customers is not accurate; Second, the operation and supervision process of factoring need to be improved. Third, the training of relevant employees is insufficient; The fourth is the blank incentive mechanism of factoring business, and the fifth is that the marketing of factoring business is insufficient. In view of the above problems, this paper studies the domestic factoring marketing strategy of X sub-bank. Combined with the SWOT matrix and five force model of factoring business of X branch, the paper puts forward the suggestions of developing factoring business in five aspects: customer group, product, operation and supervision flow, personnel and incentive mechanism.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.33

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本文編號：1424546