【作者】 张蕾；

【导师】 杨丽；

【作者基本信息】 河北大学 ， 金融学， 2010， 硕士

【摘要】 近年来,国外商业银行纷纷加快中间业务的发展,在加强中间业务营销力度的同时,国内商业银行也逐渐转变观念,把中间业务作为今后发展的重点。在传统业务利润趋微的今天,积极寻求新的效益增长点、争取更大的生存空间、提高商业银行的经营效益也因此变得尤为迫切。在此背景下,风险小但收益颇丰的中间业务自然成为未来国际银行业竞争的焦点,研究中间业务的营销策略问题也因此显得意义重大。河北省农村信用社顺应竞争潮流,对中间业务的发展进行了重点投入,拓宽了中间业务发展领域,使其金融产品不断丰富、业务收入不断增长。虽然河北省农村信用社在中间业务营销方面取得了一定成绩,但由于起步晚、起点低等因素,使得中间业务在市场营销、制度建设、业务种类、人才培养等方面仍与其它商业银行有较大差距。本文对农村信用社中间业务营销进行了研究分析,以期河北省农村信用社在中间业务的营销质量,改善业务竞争力,提高营销收入方面得到提升。本文基于河北省农村信用社中间业务营销现状,采用SWOT分析法对我省农村信用社中间业务营销的优势、劣势、机遇与威胁进行分析,结合河北省农村信用社的自身特点,同时借鉴花旗银行、日本银行、澳洲联邦银行、招商银行、民生银行等金融机构中间业务营销的实践经验,对河北省农村信用社中间业务的产品市场定位、产品创新、产品推广和营销管理体系方面,提出了相应的发展建议。更多还原

【Abstract】 In recent years, foreign commercial banks developed intermediary business, strengthened the intermediary business of marketing efforts at the same time, domestic commercial banks have gradually changed their ideas and to intermediate businesses as the focus of future development, the intermediate business of marketing as a fundamental point of competition. Conform to the trend of rural credit cooperatives to compete in Hebei, for the development of intermediary business has undertaken a major investment, broadening the field of development of intermediary business to financial products and constantly enrich and business revenues continue to grow. Although the rural credit cooperatives in Hebei marketing has made some achievements on intermediary business, because it developed lately, there is a gap between commercial banks and rural cooperatives. In this article, intermediate business of marketing were studied in order to improve the quality of intermediate business、competitiveness of business and marketing revenue.This article is based in Hebei Province intermediate business of marketing the situation of rural credit cooperatives, make use of SWOT analysis of rural credit cooperatives in the intermediary business marketing advantages and disadvantages of the analysis, consider on the characters of the Hebei rural cooperatives. Drawing on Citibank, Bank of Japan, the Australian Federal Bank, China Merchants Bank, Minsheng Bank and other financial institutions practice among business marketing experience, of the rural credit cooperatives middle business market positioning, product innovation, product promotion and Marketing management system, come to the conclusion of developing proposal.更多还原