【作者】 王琦；

【导师】 何军；

【作者基本信息】 南京农业大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 在国民经济发展的过程中,银行业具有重要的推动作用,但是我国银行业发展面临着复杂的内外环境。经济稳定增长是显著的趋势,政府的宏观政策不断调节也是事实。银行业需要在复杂的经济环境中才不断提升自身的竞争力,保持为经济稳定增长提供助力的能力。新经济时代,国家推行去杠杆化政策,导致大量临时公司在银行中的存款数量激增,同时财政类的公司在银行中的存款份额占比显著下降。由此,很多银行在客户管理方面,手段变得比较单一;银行想要开拓优质的大客户,难度变得更大。公司业务是商业银行主要的利润来源,在新时代经济环境下,银行的公司业务也逐渐凸显出越来越多的问题,比如市场细分有待完善、竞争激烈程度大幅度增加、产品与服务创新不足、营销策略有待改善以及人才队伍建设需要进一步加强等问题。值得注意的是,客户需求变得多样化与个性化,在复杂的经济环境下,商业银行需要认清行业发展的趋势,并有针对性地制定出适合本公司发展的总体战略是相关管理者的重要工作。上海浦东发展银行股份有限公司JY支行同样需要根据内外环境的变化情况,来及时调整自身的公司业务发展策略,才能在快速发展的经济潮流中扬帆远行。本文以上海浦东发展银行股份有限公司JY支行(以下简称“浦发银行JY支行”)为研究对象,在STP理论、市场营销理论以及4P理论等理论基础上,研究该支行的公司业务营销策略。本文以文献研究法为基础方法,大量阅读与银行公司业务及市场营销相关的文献资料,为本文的写作打下坚实的概念与理论基础。接着概述浦发银行JY支行目前的公司业务发展情况以及存在的主要问题。结果发现该支行在公司业务营销方面存在市场定位不清晰、相关创新力不足、营销策略有待改善、营销队伍素质较低以及风险控制能力不强等问题。首先对浦发银行JY支行所处的宏观经济环境与微观经济环境进行分析,接着运用SWOT等分析工具对该支行的发展进行优势、劣势、威胁以及机遇分析。针对该支行的现状,分析浦发银行JY支行公司业务营销策略的指导原则与预期目标,并分析其STP策略。然后从产品、价格、渠道、促销、客户关系等方面给出营销策略。最后针对以上营销策略,提出相应的保障措施,包括优化支行的组织结构、完善相应的公司业务流程、提升产品与服务创新能力、加强客户管理、提升人才队伍综合素质以及提升风险管控能力等。通过本文的研究,希望给银行公司业务营销策略研究的相关学者提供一定的借鉴,同时为浦发银行JY支行的发展提供一定的参考。更多还原

【Abstract】 In the process of national economic development,banking plays an important role,but the development of China’s banking industry is facing a complex internal and external environment,.Stable economic growth is a significant trend,and it is also a fact that the government’s macro policy is constantly adjusting.In the complex economic environment,banking industry continuously improves its competitiveness in order to maintain the ability to provide support for stable economic growth.In the new economic era,the State implements the policy of deleveraging,which makes a large number of temporary companies’deposits in the bank surge,while the proportion of financial companies’ deposits in the bank drops significantly.As a result,the lack of ability in customer relationship management makes it more difficult for banks to develop high-quality large customers.Corporate business is the main source of profit for commercial banks.In the new era of economic environment,the corporate business of banks has gradually highlighted more and more problems,such as market segmentation improvement,raising of competition level,lack of product and service innovation,development of marketing strategy and talent team building needs to be further strengthened.It is worth noting that customers need to become diversified and personalized.Under the complex economic environment,commercial banks need to recognize the development trend of the industry and formulate the overall strategy which suits company’s development.JY branch of Shanghai Pudong Development Bank Co.,Ltd.also needs to adjust its business development strategy in time according to the change of internal and external environment,so as to set sail in the rapid economic development trend.This paper takes JY branch of Shanghai Pudong Development Bank Co.,Ltd.(hereinafter referred to as "JY branch of Shanghai Pudong Development Bank")as the research object.Based on STP theory,marketing theory and 4P theory,it studies the company’s business marketing strategy of this branch.Based on the literature research method,this paper read a lot of literature related to banking company business and marketing,laying a solid conceptual and theoretical foundation for the writing of this paper.Then it summarizes the current business development and the main problems of JY branch of SPDB.It is found that there are some problems in the branch’s business marketing,such as unclear market positioning,insufficient innovation,marketing strategy to be improved,low quality of marketing team and weak risk control ability.Firstly,the paper analyzes the macroeconomic environment and micro economic environment of JY branch of Shanghai Pudong Development Bank,and then analyzes the advantages,disadvantages,threats and opportunities of the development of JY branch by using SWOT and other analysis tools.In view of the current situation of the branch,this paper analyzes the guiding principles and expected objectives of the company’s business marketing strategy of JY branch of Shanghai Pudong Development Bank,and analyzes its STP strategy.Then,the marketing strategy is given from product,price,channel,promotion,customer relationship and so on.Finally,according to the above marketing strategies,the paper puts forward the corresponding safeguard measures,including optimizing the organizational structure of the sub branch,improving the corresponding business process,improving the product and service innovation ability,strengthening customer management,improving the overall quality of the talent team and improving the risk management and control ability.Through the research of this paper,I hope to provide some reference for the relevant scholars of bank company business marketing strategy research,and also provide some reference for the development of Pudong Development Bank JY branch.更多还原