【作者】 杨波；

【导师】 郭斌；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 中国经济受国际政治及新冠疫情的影响,供应链面临脱钩风险,低端制造业不断外流,消费端增长乏力,经济稳增长压力加大。因此政府在实施积极财政政策的同时,搭建国际国内双循环市场,大力推进制造业升级、科技自主自强。复杂的国际国内环境对国内银行业的经营提出了新的挑战。在国内银行业中,大多数商业银行仍然以对公业务作为核心业务,银行的工作重心和资源配置都大量向对公业务倾斜。发展好对公业务,是银行管理层最重要的目标任务之一。J支行是X银行在某省会城市的一家综合性支行,由于历史原因,该支行流失了大量对公客户。目前,该支行无论在对公客户总量和对公业务余额,均在本地支行中排位靠后。J分行迫切需要进一步优化当前的对公银行业务经营策略,以达到更良好的发展前景。故本文在参阅了大量文献资料,以及对背景意义、现状及其有关理论概念总结的基础上,以X银行J支行为对象进行了调研。首先通过调查问卷厘清J支行对公业务在产品、价格、渠道、促销、人员、有形展示以及过程方面的现状及问题,并分析造成目前现状的原因。然后通过市场细分和目标市场选择,找准J支行自身的市场定位。最后提出X银行J支行对公业务营销策略的优化措施。通过本文对J支行的分析,该支行在绿色金融、产品矩阵、企业形象等方面较同业具备相对优势,但是目前支行尚未明晰自身的优劣势,在市场定位上存在偏差,在产品运用、业务定价、渠道建设、促销策略、人员服务、有形展示以及业务流程等方面还暴露出一些不足。在当下竞争环境中,J支行需要审视自身优劣势,梳理自身定位,聚焦目标市场,采取精准匹配产品、多因素灵活定价、拓展线上线下渠道、不断优化人力资源、加强企业文化建设、统筹优化业务流程等,全面优化J支行对公业务营销策略,以在竞争激烈的市场抢占先机,提升支行经营效益。更多还原

【Abstract】 At home,China’s economy is affected by international politics and the COVID-19,the supply chain is facing the risk of decoupling,low-end manufacturing continues to flow out,consumer growth is sluggish,and the pressure on stable economic growth is increasing.Therefore,while implementing proactive fiscal policies,the government is also building an international and domestic dual circulation market,vigorously promoting the upgrading of the manufacturing industry and technological self-reliance.The complex international and domestic environment poses new challenges to the operation of the domestic banking industry.In the domestic banking industry,most commercial banks still focus on corporate business as their core business,and their work focus and resource allocation are heavily tilted towards corporate business.Developing corporate business is one of the most important goals and tasks for bank management.Branch J is a comprehensive branch of Bank X in a provincial capital city.Due to historical reasons,this branch has lost a large number of corporate customers.Currently,regardless of the number of corporate customers and the balance of corporate business,the branch ranks lower among local branches.J Branch urgently needs to optimize its existing corporate business marketing strategies to achieve better development.Based on a large amount of literature and a review of the background significance,current situation,and related theoretical concepts,the author conducted a study on the behavior of Bank X’s J branches.Firstly,through a questionnaire,clarify the current situation of J Branch’s corporate business in terms of products,prices,channels,promotions,personnel,tangible displays,and processes,and analyze the reasons for the current situation.Then,through market segmentation and target market selection,identify the market positioning of J Branch itself.Finally,it proposes optimization measures for corporate business marketing strategies of Bank X and Branch J.According to the author’s analysis of Sub branch J,the sub branch has comparative advantages over its peers in terms of green finance,product matrix,corporate image,etc.However,at present,the sub branch has not yet clearly identified its strengths and weaknesses,and there are deviations in market positioning.In terms of product utilization,business pricing,channel construction,promotional strategies,personnel services,tangible display,and business processes,there are still some shortcomings exposed.In the current competitive environment,J Sub branch needs to examine its own strengths and weaknesses,clarify its positioning,focus on the target market,adopt precise product matching,flexible pricing with multiple factors,expand online and offline channels,continuously optimize human resources,strengthen corporate culture construction,coordinate and optimize business processes,and comprehensively optimize J Sub branch’s corporate business marketing strategy to preempt opportunities in the highly competitive market and improve sub branch’s operational efficiency.更多还原