【作者】 熊俊；

【导师】 舒辉；

【作者基本信息】 江西财经大学 ， 工商管理， 2021， 硕士

【摘要】 票据市场作为货币市场的一个重要组成部分,随着票据功能的不断深化,其在金融市场中的特殊地位日益显现。票据市场作为企业融通短期资金的场所,在有效减少企业融资支出、增加企业融入资金渠道、优化银行贷款和投资结构、支持国家经济发展等多各面贡献着货币市场和资本市场替代不了的力量。银行机构固有的信贷产品已经不能完全适应市场竞争的需求,票据产品因其本身具有的流动性、价值性和投资性等属性,成为了商业银行新的业务发展増长点。对于JX农商银行来说如何转变传统的营销思路,利用自身网点、人员等优势,制定出科学有效的营销策略,推动JX农商银行的票据业务快速发展,以此来拓宽市场,提升银行综合竞争实力和中间业务收入,成为当前发展的重要任务。全文分为六章。第一章绪论,介绍票据业务研究背景,指出JX农商银行票据业务营销策略研究的现实意义。第二章相关理论与方法,主要介绍票据业务的相关概念、7P营销策略理论和波特五力模型,为后续的票据业务营销策略研究奠定理论基础。第三章JX农商银行票据业务营销环境分析,在微观层面运用波特五力模型从行业内竞争态势、潜在竞争者、替代品、供应商议价能力和客户议价能力等五个方面分析当前该行票据业务所面临的竞争环境,并进一步对主要竞争对手的票据业务营销策略进行对比分析。第四章JX农商银行票据业务现行营销策略分析,本章结合JX农商银行整体基本情况,从该行现行的产品策略、渠道策略、促销策略和价格策略四个方面逐一分析了所存在的问题和不足。第五章JX农商银行票据业务营销策略改进及保障,本章在重新明确该行的票据业务发展定位后,依据“7Ps”营销组合策略理论分别从产品策略、价格策略、渠道策略、促销策略、人员策略、有形展示策略和服务过程策略七个方面逐一对该行目前的服务营销策略提出改进和建议并制定出合理可行的风险控制措施和人员培训激励制度。第六章结论,本部分从以上五个章节的研究情况中分析总结出JX农商银行调整票据业务营销策略的迫切形势,优化票据业务营销策略的必然趋势和立足市场定位重视服务营销,运用“7Ps”营销组合策略积极调整、优化营销组合策略的竞争优势,从而引导提高票据业务竞争力,提升银行综合效益。更多还原

【Abstract】 The bill market is an important part of the money market.With the continuous deepening of bill functions,its special status in the financial market has become increasingly apparent.The bill market,as a place for companies to finance short-term funds,contributes to the money market and capital market in many aspects,such as effectively reducing corporate financing expenditures,increasing corporate integration of capital channels,optimizing bank loans and investment structures,and supporting national economic development.The traditional loan products of banking institutions can no longer fully meet the needs of market competition,and the bill business has become a new business development point for commercial banks due to its unique liquidity,value,and investment properties.For JX Rural Commercial Bank,how to change its traditional marketing thinking,make use of its own branches,personnel and other advantages,formulate scientific and efficient marketing strategies,and promote the rapid development of JX Rural Commercial Bank’s bill business,in order to broaden the market and improve the bank’s comprehensiveness Competitive strength and intermediate business income have become important tasks for current development.The full text is divided into six chapters.The first chapter introduces the background of bill business research and points out the practical significance of the research on JX Rural Commercial Bank’s bill business marketing strategy.The second chapter related theories and methods mainly introduces the related concepts of the bill business,the7 P marketing strategy theory and the Porter’s five forces model,which lays the theoretical foundation for the subsequent research on the bill business marketing strategy.The third chapter analyzes the marketing environment of JX Rural Commercial Bank’s bill business.At the micro level,the Porter Five Forces model is used to analyze the current situation from five aspects:the competitive situation in the industry,potential competitors,substitutes,supplier bargaining power,and customer bargaining power.The competitive environment faced by the bank bill business,and further compare and analyze the bill business marketing strategies of major competitors.The fourth chapter analyzes the current marketing strategy of JX Rural Commercial Bank’s bill business.This chapter combines the overall basic situation of JX Rural Commercial Bank and analyzes the existing problems from four aspects of the bank’s current product strategy,channel strategy,promotion strategy and price strategy.And insufficient.The fifth chapter is the improvement and guarantee of JX Rural Commercial Bank’s bill business marketing strategy.After re-clarifying the bank’s bill business development positioning,this chapter includes product strategy,price strategy,channel strategy,promotion strategy,and marketing strategy based on the "7Ps" marketing mix strategy theory.The seven aspects of personnel strategy,tangible display strategy and service process strategy propose improvements and suggestions to the bank’s current service marketing strategy one by one,and formulate reasonable and feasible risk control measures and personnel training incentive systems.The sixth chapter conclusion,this part analyzes and summarizes the urgent situation of JX Rural Commercial Bank’s adjustment of bill business marketing strategy from the research of the above five chapters,the inevitable trend of optimizing bill business marketing strategy,and pays attention to service marketing based on market positioning,using ""7Ps" marketing mix strategy actively adjusts and optimizes the competitive advantages of the marketing mix strategy,so as to guide the improvement of the competitiveness of the bill business and enhance the overall efficiency of the bank.更多还原