【作者】 王旭东；

【导师】 王毅；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2023， 硕士

【摘要】 JN市银行间竞争极其激烈,公司业务在银行利润来源中占据着关键性地位,但是传统的公司信贷业务客户对银行的忠实度较低,而供应链金融产品就可以更好地带动公司业务发展,增加客户黏性,打开多方共赢的局面。Y银行在集团公司发展汽车产业协同发展的战略指引下,决定大力开发汽车产业贸易融资类业务,开发了“订车融”产品。该产品是依托汽车厂商的信用背书,为其下游经销商在采购车辆这一交易环节专门设计的融资产品。发展好“订车融”业务,可以此为切入点,加强与汽车厂商及其经销商的联系,加深彼此的合作,从而为银行带来更为稳定的客户资源和收益。本文通过对JN市分行“订车融”营销策略研究,使“订车融”营销策略具有科学性和合理性,促进JN市分行业务的转型,为其市场竞争力的提高注入新的动力。同时,该业务属于新产品上市对初期阶段,本文构建了商业银行新产品营销战略和营销策略组合,并提出了商业银行供应链金融产品早期产品策略,对商业银行新产品上市的初期阶段的营销策略研究方面起到一定的帮助,也对其他商业银行供应链产品的早期产品策略起到一定的借鉴意义。本文主要是以Y银行JN市分行为研究对象,针对该银行“订车融”营销策略进行探讨和分析。首先,从Y银行JN市分行目前的实际情况入手,针对“订车融”业务的营销现状进行分析,深入挖掘营销活动中所存在的短板;其次,引入PEST分析法对该业务的外部环境进行全方位剖析,其中,宏观环境主要包括技术、社会、政治和经济四大方面的内容,微观环境主要包括顾客、行业及竞争对手三大方面的内容。再者,使用SWOT分析法对银行内部因素进行分析,包括优劣势、发展契机及挑战;最后,使用STP分析对“订车融”的营销进行研究,以7P营销理论为指导,设计符合内外部形势的营销策略,并制定了相应的保障措施,通过对Y银行JN市分行“订车融”产品的营销策略研究,以期能够为JN市分行“订车融”业务的市场营销起到一定的促进作用。更多还原

【Abstract】 The bank competition in JN City is extremely fierce,and corporate business occupies a key position in the source of bank profits.However,traditional corporate credit business customers have low loyalty to the bank,and trade financing products can better drive the development of corporate business,increase customer stickiness,and open a win-win situation.Under the guidance of the Group Company’s strategy of developing the coordinated development of the automobile industry,Bank Y decided to vigorously develop the trade financing business of the automobile industry and developed the "Car Booking Financing" product.This product is a financing product specially designed for its downstream dealers to purchase vehicles based on the credit endorsement of automobile manufacturers.To develop the "car ordering financing"business well,we can take this as the starting point,strengthen the contact with automobile manufacturers and their dealers,deepen mutual cooperation,and thus bring more stable customer resources and benefits to the bank.From the above analysis,ensuring the scientificity and rationality of the "vehicle ordering financing" marketing strategy can promote the business transformation of JN Branch and inject new impetus into its market competitiveness.At the same time,this business belongs to the initial stage of new product launch.Through the research on its marketing strategy,it has also played a certain role in the formulation of marketing strategies for other new products in the initial stage.This article is mainly based on the research object of JN branch behavior of Bank Y,and discusses and analyzes the marketing strategy of "car ordering financing" of the bank.First of all,starting from the current actual situation of JN City Branch of Bank Y,analyze the current marketing situation of the "car ordering financing" business,and deeply explore the shortcomings in marketing activities;Secondly,PEST analysis method is introduced to analyze the external environment of the business in an all-round way.The macro environment mainly includes technology,society,politics and economy,while the micro environment mainly includes customers,industries and competitors.Furthermore,SWOT analysis method is used to analyze the internal factors of the bank,including advantages and disadvantages,development opportunities and challenges;Finally,the STP analysis was used to study the marketing of "car ordering financing".Guided by the 7P marketing theory,the marketing strategy was designed in line with the internal and external situation,and the corresponding safeguard measures were formulated.Through the research on the marketing strategy of "car ordering financing" products of JN Branch of Bank Y,it is expected to play a certain role in promoting the marketing of "car ordering financing" business of JN Branch.更多还原