【作者】 张伟；

【导师】 林志扬；

【作者基本信息】 厦门大学 ， 工商管理（MBA）（专业学位）， 2022， 硕士

【摘要】 兴业银行的由地方性银行发展成全国性银行,由福建省财政厅投资成立,其规模和实力在国内股份制银行名列前茅,兴业银行以其拥有的庞大客户群体、优质而灵活的服务,在同业中也具备良好的声誉。随着中国加入世界贸易组织,中国的金融市场开始与国外链接,外资银行纷纷挤入中国市场,兴业银行积极参与世界经济发展和激烈的竞争,取得了一定的成绩,从东南一隅走向全国各地。近年来,兴业银行经受了政策的变化、市场的洗礼、互联网金融和金融科技的影响以及疫情的冲击,兴业银行的发展也面临了前所未有的挑战。本文从兴业银行深圳HCC支行对公业务条线的角度,并结合国家高质量发展战略以及兴业银行总行新发展理念作为指引,并结合兴业银行深圳HCC支行的现有营销策略的执行情况以及遇到的问题进行阐述,提出对现有营销策略的改进意见以及提出新的公司业务营销策略。首先,本文分析了兴业银行深圳HCC支行的对公业务现状,从中发现兴业银行深圳HCC支行在营销策略方面存在的问题。其次,阐述了 HCC支行所处市场的营销环境,分析了市场的需求特点、市场容量与市场潜力以及竞争环境。最后,按照市场营销的分析框架进行分析,提出了 HCC支行的营销策略的优化建议,指出HCC支行应重新对市场细分、目标市场的选择以及支行的产品组合策略进行定位,并提出了优化和改进的建议。更多还原

【Abstract】 Industrial Bank is one of domestic joint-stock Banks,Industrial Bank has huge customers and good service,helping it won the good reputation in the market.With China accession to the WTO,the domestic financial globalization,and foreign banks have crowded into the Chinese market,Industrial Bank actively participate in the world economic development and fierce competition.In recent years,Industrial Bank has been subjected to policy changes,the baptism of the market,the impact of Internet finance and fintech,and the impact of the epidemic.How to consolidate the market position is an urgent problem to be solved today.Based on the corporate business of Shenzhen HCC Branch of Industrial Bank,combined with the national development strategy,and the guide of new development concept of the bank,also combined with the Shenzhen HCC Branch marketing strategy implementation and existing problems,puts forward improvement of existing marketing strategy,and the new business marketing strategy.First of all,this artical is mainly research the current situation of corporate business of Shenzhen HCC Branch of Industrial Bank,and finds the problems existing in marketing strategy of Shenzhen HCC Branch of Industrial Bank.Secondly,describes the marketing environment of Shenzhen HCC Branch,analyzes the market demand characteristics,market capacity,market potential and competitive environment.Finally,according to the analysis framework of marketing,put forward the optimizing suggestions on the marketing strategies of Shenzhen HCC Branch.Shenzhen HCC branch should reposition the market segmentation,target market selection and product strategy,and suggestions for optimization and improvement are put forward.更多还原