【作者】 吴昊；

【导师】 张屹山；

【作者基本信息】 吉林大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 供应链金融产品的创新被视为解决投资、生产、流通脱离实体经济,转向虚拟经济问题和中小企业融资问题的关键手段。在中国经济发展提质降速的新常态背景下,随着供给侧改革不断深化,供应链金融的发展已经是成为了一种国家战略目标,就目前来看供应链市场需求不断增长,规模达到了20万亿元。在供应链金融发展中以国有银行为主导的商业银行体系对于稳定国家金融体系起到了至关重要的作用。随着互联网技术的开发与应用,各大商业银行都在此领域进行供应链金融产品的深耕,这期间传统的商业银行面临着巨大的风险与机遇。本文在写作中以中兴银行长春分行为主体进行研究,针对中兴银行长春分行供应链金融业务营销瓶颈提出改善方法。本文首先简单地阐述了供应链金融的一些相关理论,其中就现代意义上的供应链金融概念、供应链金融的特点以及一些国内外优秀理论进行了简要阐述;其次,分析供应链金融业务营销的现状与存在问题,从其供应链金融产品系统以及营销上做了深刻的分析,其主要问题体现在业务覆盖行业过于集中、营销方式与时代脱节、业务产品和服务同质化、促销方式单一;第三,对中兴银行长春分行在全球范围内开展供应链金融业务的市场营销环境进行了分析,其中宏观环境分析包括政策环境、经济环境、社会环境、技术环境等几个方面,微观环境分析包括现有竞争者分析、新进入者和产品替代者威胁分析、供应商和购买者的议价能力分析;第四,针对中兴银行长春分行在全球范围内的供应链金融业务的市场营销组合策略的制定和确保营销策略有序实施的一系列保障措施进行论述,详细阐述如何在产品、定价、渠道、促销方面制定更加有效的营销战略以及如何通过建立专项领导小组、加强供应链金融营销经验总结分享等保障措施确保营销策略的高效有序实施。随着营商环境的改善,越来越多的中小型企业快速发展,商业银行应该抓住机遇,紧密联系中小企业客户群体,创新供应链金融产品与服务,对于未来实体经济发展贡献最大力量。更多还原

【Abstract】 The innovation of supply chain financial products is regarded as the key means to solve the problems of investment,production and circulation from the real economy to the virtual economy and the financing of small and medium-sized enterprises.Under the new normal background of improving the quality and reducing the speed of China’s economic development,with the deepening of supply side reform,the development of supply chain finance has become a national strategic goal.At present,the market demand of supply chain is growing,and the scale has reached20 trillion yuan.In the development of supply chain finance,the commercial banking system dominated by state-owned banks has played a vital role in stabilizing the national financial system.With the development and application of Internet technology,major commercial banks are deeply cultivating supply chain financial products in this field.During this period,traditional commercial banks are facing great risks and opportunities.In this paper,the main actors of Zhong Xing Bank Chang Chun Branch are studied,supported by data in the demonstration process.When writing this paper,we first consider the competitiveness and business bottleneck of Changchun Branch,and then integrate the experience of other banks to find the password to solve the development bottleneck.Based on the theory of supply chain finance,this paper analyzes the development problems of Changchun Branch and studies the marketing strategy of shovel leveling;Thirdly,it analyzes the marketing environment of supply chain financial business of Zhong Xing Bank Chang Chun Branch,including policy environment,financial environment and so on;Fourth,from the perspective of the formulation and implementation guarantee of the marketing mix strategy of supply chain financial business of Zhong Xing Bank Chang Chun Branch,it demonstrates how to implement a more effective marketing strategy and how to ensure the effect.With the improvement of business environment and the rapid development of more and more small and medium-sized enterprises,commercial banks should seize the opportunity,grasp the customer group of small and medium-sized enterprises,innovate supply chain financial products and services,and make the greatest contribution to the development of real economy in the future.更多还原