随着中国成功加入WTO之后所带来的银行业业务全面开放，越来越多的外资银行逐渐进入我国，在这样的背景下，A银行（中国）有限公司成为了首批转制成为中国境内注册的法人银行之一，并且明确将其未来发展的重点定位为国内市场。2001年A银行福州分行正式成立，成为A银行在中国大陆的第四家分行，也成为A银行在我国海西的一个重要窗口，对于拓展福建地区的业务起到了积极的推动作用。在A福州分行成立以来，经历了2007年外资银行人民币业务的全面开放，以及国有银行的改制浪潮，股份制商业银行的迅速扩张，福州作为福建省的省会城市，金融业内的竞争也日益激烈。对公业务作为A银行福州分行最主要的利润贡献者，在这样的竞争环境之下，...With the successful entrance into WTO and the overall opening of banking to the world, more and more foreign banks got into China. A Bank (China) Co.,Ltd. had become one of the headmost foreign banks applying for converting into foreign owned subsidiary bank incorporated in PRC, signaling their focus of future business development being placed in China. In 2001, A Bank, Fuzhou Branch officially es...学位：工商管理硕士院系专业：管理学院_工商管理硕士(MBA)学号：1792010115090

王楠

Xiamen University Institutional Repository

     `         硕士学位论文  A 银行福州分行对公业务的营销策略研究 The Research of the marketing strategy of Corporate Banking of A bank, Fuzhou Branch 王  楠   指导教师姓名：朱平辉   教授  专  业  名  称：工商管理(MBA) 论文提交日期：2014 年  4   月 论文答辩时间：2014 年      月 学位授予日期：     年      月 答辩委员会主席           评    阅    人             2014 年 4 月 A银行福州分行对公业务的营销策略研究       王楠       指导教师：朱平辉  教授          厦门大学 学校编码：10384 学号：17920101150901 分类号     密级     UDC      厦门大学博硕士论文摘要库厦门大学博硕士论文摘要库   厦门大学学位论文原创性声明  本人呈交的学位论文是本人在导师指导下,独立完成的研究成果。本人在论文写作中参考其他个人或集体已经发表的研究成果，均在文中以适当方式明确标明，并符合法律规范和《厦门大学研究生学术活动规范（试行）》。 另外，该学位论文为（）课题（组）的研究成果，获得（）课题（组）经费或实验室的资助，在（）实验室完成。（请在以上括号内填写课题或课题组负责人或实验室名称，未有此项声明内容的，可以不作特别声明。）   声明人（签名）：    年  月  日         厦门大学博硕士论文摘要库厦门大学博硕士论文摘要库  5  厦门大学学位论文著作权使用声明  本人同意厦门大学根据《中华人民共和国学位条例暂行实施办法》等规定保留和使用此学位论文，并向主管部门或其指定机构送交学位论文（包括纸质版和电子版），允许学位论文进入厦门大学图书馆及其数据库被查阅、借阅。本人同意厦门大学将学位论文加入全国博士、硕士学位论文共建单位数据库进行检索，将学位论文的标题和摘要汇编出版，采用影印、缩印或者其它方式合理复制学位论文。 本学位论文属于： （）1.经厦门大学保密委员会审查核定的保密学位论文，于  年 月 日解密，解密后适用上述授权。 （）2.不保密，适用上述授权。 （请在以上相应括号内打“√”或填上相应内容。保密学位论文应是已经厦门大学保密委员会审定过的学位论文，未经厦门大学保密委员会审定的学位论文均为公开学位论文。此声明栏不填写的，默认为公开学位论文，均适用上述授权。）   声明人（签名）：                          年   月   日厦门大学博硕士论文摘要库厦门大学博硕士论文摘要库论文摘要  论文摘要 随着中国成功加入 WTO 之后所带来的银行业业务全面开放，越来越多的外资银行逐渐进入我国，在这样的背景下，A银行（中国）有限公司成为了首批转制成为中国境内注册的法人银行之一，并且明确将其未来发展的重点定位为国内市场。2001 年 A 银行福州分行正式成立，成为 A 银行在中国大陆的第四家分行，也成为 A银行在我国海西的一个重要窗口，对于拓展福建地区的业务起到了积极的推动作用。在 A 福州分行成立以来，经历了 2007 年外资银行人民币业务的全面开放，以及国有银行的改制浪潮，股份制商业银行的迅速扩张，福州作为福建省的省会城市，金融业内的竞争也日益激烈。对公业务作为 A银行福州分行 主要的利润贡献者，在这样的竞争环境之下，如何能够有效地组织和开展对公业务的市场营销工作，是该行面临的一个重大挑战。因此，运用现代市场营销理论，结合A银行福州分行所面临的实际情况, 对A银行福州分行的对公业务营销策略进行研究分析，对促进该行对公业务营销工作的开展并使该行在未来市场竞争中获得更多竞争优势，具有十分现实的意义。 本文以现代市场营销理论为基础，从外部环境到内部情况等各类因素入手，对 A银行福州分行的对公业务市场营销工作进行了分析，并且提出了其在营销工作中所存在的问题；之后通过 SWOT 分析，对于 A 银行福州分行对公业务市场竞争的外部机遇和威胁以及内部优势和劣势，从而确定了 A银行福州分行的增长型市场营销策略，进而在确定了目标市场和市场定位的基础上，对应前文所总结的A银行福州分行对公业务营销工作中存在的问题，提出了对于 A银行福州分行的对公业务市场营销策略的相关建议。  关键词：外资银行；对公业务；市场营销                厦门大学博硕士论文摘要库厦门大学博硕士论文摘要库Abstract   Abstract   With the successful entrance into WTO and the overall opening of banking to the world, more and more foreign banks got into China. A Bank (China) Co.,Ltd. had become one of the headmost foreign banks applying for converting into foreign owned subsidiary bank incorporated in PRC, signaling their focus of future business development being placed in China. In 2001, A Bank, Fuzhou Branch officially established and became the 4th branch of A Bank in mainland China and an important window of A Bank of the West Coast, and it also played a positive role in the business development in Fujian Province. Corporate Banking was the main profit contributor of A Bank Fuzhou Branch. Since the establishment of A Bank Fuzhou Branch, experiencing the overall opening of RMB business for foreign banks, the wave of restructuring of the State-owned banks, as well as the rapid expansion of Joint-stock commercial banks, competition in financial industry is becoming more intense. It’s an important issue that how to organize and operate the marketing activities of the Corporate Banking in such a competitive environment. Hence, it is necessary and important to study the marketing strategy of the marketing activities of Corporate Banking of A Bank Fuzhou Branch and push it into the advanced position in the competition in the future according to the modern theories of marketing. Making use of the theory of modern marketing, from macro to micro and external to internal, this paper analyses the Corporate Baking marketing activities of A Bank Fuzhou Branch and indicate the problems; and through the SWOT , analyzing the internal advantages and disadvantages of internal and the opportunities and threats of external, the growth marketing strategies of A Bank Fuzhou Branch is confirmed. And on the basis of the confirmation of the target market and the market position, the suggestions of the Corporate Banking market strategy of A Bank Fuzhou Branch are raised according to the problems mentioned in the previous text.   Key Word: Foreign Bank; Corporate Banking; Marketing 厦门大学博硕士论文摘要库厦门大学博硕士论文摘要库目录  目录 第一章 引言································································································ 1 第一节 研究背景 ·································································································1 第二节 本文研究的主要问题和意义 ·································································3 第三节 本文研究的基本思路和框架 ·································································4 第二章 商业银行市场营销理论基础 ······················································ 6 第一节 商业银行市场营销概述 ·········································································6 第二节 商业银行市场营销的特点 ·····································································6 第三节 商业银行的市场营销要素 ·····································································9 第四节 市场细分和目标市场定位 ···································································12 第五节 其他市场营销相关理论 ·······································································16 第三章  A 银行（中国）福州分行营销现状以及存在的问题 ·········· 20 第一节 A 银行（中国）福州分行概况····························································20 第二节 A 银行福州分行的对公市场营销现状以及所存在的问题·················22 第四章  A 银行福州分行外部环境因素分析 ······································· 31 第一节 宏观经济环境 ·······················································································31 第二节 宏观金融环境 ·······················································································33 第三节 福州市经济环境 ···················································································34 第四节 银行业发展环境分析 ···········································································35 第五章  A 银行福州分行对公业务市场营销的 SWOT 分析 ················ 40 第一节 SWOT 分析法·······················································································40 第二节 A 银行福州分行的对公业务 SWOT 分析···········································41 第六章  A 银行福州分行的对公业务市场营销策略··························· 46 第一节 A 银行福州分行对公业务的市场细分与市场定位 ····························46 第二节 A 银行福州分行的对公业务市场营销策略建议 ································51 结论 ············································································································ 69 厦门大学博硕士论文摘要库A 银行福州分行对公业务的营销策略研究  参考文献···································································································· 70 致谢 ············································································································ 71  厦门大学博硕士论文摘要库Contents  Contents  Chapter 1  Introduction ·········································································· 1     Section 1 The background of the research ················································· 1     Section 2 The main points and meanings of this paper ······························· 3     Section 3 The basic thinking and frame of this paper································· 4 Chapter 2  The theoretical basis of the marketing of commercial               banks ····················································································· 6     Section 1 Overview of the marketing of commercial banks ························ 6     Section 2 The features of the marketing of commercial banks ···················· 6     Section 3 The elements of the marketing of commercial banks ··················· 9 Section 4 Market segmentation and Positioning of the target market ········12     Section 5 Other Marketing Theories ························································16 Chapter 3  The situation of the marketing of A Bank Fuzhou Branch             and the problems existing················································· 20     Section 1 The introduction of A Bank Fuzhou Branch ······························20    Section 2 The situation of the marketing of A Bank Fuzhou Branch and the              problems existing······································································22 Chapter 4  The analysis of the external environment of A Bank            Fuzhou Branch ···································································· 31     Section 1 The macro economic environment·············································31     Section 2 The macro financial environment··············································33     Section 3 The economic environment of Fuzhou ·····································34     Section 4 The analysis of the development of banking ·····························35 Chapter 5  The SWOT analysis of the Corporate Banking            marketing of A Bank Fuzhou Branch······························· 40     Section 1  The SWOT method································································40 厦门大学博硕士论文摘要库A 银行福州分行对公业务的营销策略研究      Section 2  The SWOT analysis of the Corporate Banking of A Bank Fuzhou            Branch ························································································41 Chapter 6  The Corporate Banking marketing strategies of A Bank            Fuzhou Branch ·································································· 46   Section 1  The Market segmentation and market positioning of Corporate               Banking of A Bank Fuzhou Branch··········································46    Section 2  The suggestion of the marketing strategies of Corporate Banking               of A Bank Fuzhou Branch ·······················································51 Conclusions ······························································································· 69             References ······························································································· 70 Words of Thanks ······················································································ 71  厦门大学博硕士论文摘要库  图目录 图 1-1  本文研究的思路以及框架结构 .....................................................................5 图 2-1  银行服务质量差距模型 ...............................................................................19 图 3-1  A 银行福州分行组织架构图 .......................................................................22 图 3-2  A 银行（中国）一般对公客户授信业务流程图 .......................................24 图 4-1  2012-2013 年中国 GDP 季度同比增长 .......................................................31 图 4-2  2013 年 1-9 月中国社会消费品零售总额同比增长 ...................................32 图 6-1  银行服务触点 ...............................................................................................60   厦门大学博硕士论文摘要库厦门大学博硕士论文摘要库Degree papers are in the “Xiamen University Electronic Theses and Dissertations Database”. Fulltexts are available in the following ways: 1. If your library is a CALIS member libraries, please log on http://etd.calis.edu.cn/ and submitrequests online, or consult the interlibrary loan department in your library. 2. For users of non-CALIS member libraries, please mail to etd@xmu.edu.cn for delivery details.厦门大学博硕士论文摘要库

The Research of the marketing strategy of Corporate Banking of A bank, Fuzhou Branch

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The Research of the marketing strategy of Corporate Banking of A bank, Fuzhou Branch

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