本文選題：中國商業(yè)銀行　切入點：中間業(yè)務　出處：《山東大學》2014年碩士論文

【摘要】：隨著經(jīng)濟全球化進程的加快,世界各國商業(yè)銀行在金融領域的競爭日趨激烈,我國商業(yè)銀行的競爭面臨相同狀況。隨著我國改革開放進程的加快,利率市場化的逐步推行,我國商業(yè)銀行依靠利差盈利的傳統(tǒng)模式已經(jīng)落后。中間業(yè)務收入作為世界各國商業(yè)銀行利潤的主要來源之一,在我國商業(yè)銀行中的發(fā)展仍然處在較為落后的階段,尚且無法成為商業(yè)銀行利潤的核心來源。近些年來,隨著我國改革開放的深化,我國投資市場的潛力被大大的挖掘出來,在這一過程中,我國投資市場的發(fā)展十分迅速,也促進了我國商業(yè)銀行中間業(yè)務的高速發(fā)展。盡管中間業(yè)務仍處在一個高速發(fā)展的時期,但是我國商業(yè)銀行中間業(yè)務同國際先進水平相比仍然存在較大的差距。想要在市場化浪潮中深化改革我國商業(yè)銀行的盈利模式,推動中間業(yè)務的發(fā)展勢在必行。在推動中間業(yè)務發(fā)展的過程中,勢必要對中間業(yè)務的營銷加以重視,才能更快的將中間業(yè)務收入轉為我國商業(yè)銀行利潤的核心來源之一,這就需要制定科學合理的營銷策略。本文就將對我國商業(yè)銀行中間業(yè)務的營銷策略發(fā)展進行創(chuàng)新的探究。 本文在寫作中,將在對國內(nèi)外相關文獻進行綜述的基礎上,首先分析商業(yè)銀行中間業(yè)務的定義和相關的營銷理論,分析目前較為流行的一些營銷策略理論,然后對銀行中間業(yè)務和營銷之間的相關關系進行分析,來說明商業(yè)銀行中間業(yè)務進行營銷的必要性,以及制定相關營銷策略的重要性。接下來,對我國商業(yè)銀行的定價和營銷現(xiàn)狀進行了分析,并指出了營銷中存在的問題,旨在找出發(fā)展的障礙所在,從而為推動我國商業(yè)銀行中間業(yè)務的進一步發(fā)展鋪平道路,為中間業(yè)務的進一步發(fā)展研究提供一定的理論依據(jù)。然后根據(jù)文中的理論對工商銀行山東省濟南分行XX支行進行實證分析,結合實際從業(yè)經(jīng)驗,利用所得到的第一手的營銷數(shù)據(jù),根據(jù)數(shù)據(jù)來分析其相關營銷策略的制定以及漏洞,為我國商業(yè)銀行中間業(yè)務的整體發(fā)展和中間業(yè)務營銷策略的創(chuàng)新發(fā)展提供新的思路。最后以6P營銷策略為模板,從產(chǎn)品策略、價格策略、渠道策略、促銷策略、政府政策策略、公共關系策略這六個方面來制定一個具體的創(chuàng)新型商業(yè)銀行中間業(yè)務的營銷策略。期望通過本文,能夠對我國商業(yè)銀行中間業(yè)務營銷策略的制定起到積極的借鑒參考作用,期望能對我國商業(yè)銀行中間業(yè)務的發(fā)展提供有意義的發(fā)展思路。
[Abstract]:With the acceleration of the process of economic globalization, the competition of commercial banks in the world is becoming increasingly fierce, and the competition of commercial banks in our country is facing the same situation. With the acceleration of the process of reform and opening up in China, the marketization of interest rates is gradually carried out. As one of the main sources of profits of commercial banks in the world, the development of commercial banks in China is still in a relatively backward stage. In recent years, with the deepening of China's reform and opening up, the potential of China's investment market has been greatly tapped out. In this process, China's investment market has developed very rapidly. It has also promoted the rapid development of the intermediary business of commercial banks in China. Although the intermediate business is still in a period of rapid development, However, there is still a big gap between the intermediate business of our commercial banks and the international advanced level. We want to deepen the reform of the profit model of our commercial banks in the wave of marketization. It is imperative to promote the development of intermediate business. In the process of promoting the development of intermediate business, we must pay attention to the marketing of intermediary business, in order to quickly turn the revenue of intermediate business into one of the core sources of profits of commercial banks in our country. Therefore, it is necessary to formulate scientific and reasonable marketing strategy. This paper will explore the innovation of the development of the marketing strategy of the intermediate business of commercial banks in our country. In this paper, on the basis of summarizing the domestic and foreign literature, this paper first analyzes the definition of intermediate business of commercial banks and the relevant marketing theory, and analyzes some popular marketing strategy theories at present. Then the relationship between intermediary business and marketing is analyzed to illustrate the necessity of intermediary business in commercial banks and the importance of formulating relevant marketing strategies. This paper analyzes the current situation of pricing and marketing of commercial banks in China, and points out the existing problems in marketing in order to find out the obstacles to development, thus paving the way for the further development of intermediary business of commercial banks in China. To provide some theoretical basis for the further development of intermediate business. Then according to the theory of ICBC Jinan Branch XX Branch of ICBC empirical analysis, combined with practical experience, Use the first-hand marketing data to analyze the relevant marketing strategies and loopholes. Finally, taking 6P marketing strategy as a template, from product strategy, price strategy, channel strategy, promotion strategy, government policy strategy, we provide new ideas for the overall development of intermediary business and innovation development of intermediate business strategy of commercial bank of our country, finally, take 6P marketing strategy as a template, from product strategy, price strategy, channel strategy, promotion strategy, government policy strategy. The six aspects of public relations strategy to formulate a specific innovative commercial bank intermediary business marketing strategy. Through this article, it is expected to play a positive reference role in the formulation of intermediate business marketing strategy of Chinese commercial banks. It is expected to provide a meaningful way of development for the development of intermediate business of commercial banks in China.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F832.2

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