【作者】 曹阳；

【导师】 丁永健；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 我国商业银行客户体系主要分为公司和机构两大类别群。近年来,随着我国国民经济的持续、稳定发展,金融市场越来越成熟,对公业务发展也越来越完善,各大商业银行中对公客户已逐渐成为绝对的核心客户群体。中国工商银行G支行对公客户业务的发展已有30年的历史,虽然开展对公业务的时间较长,但缺乏严格健全的对公客户营销体系策略。外部受宏观流动性持续收紧、同业竞争激烈影响,内部重点客户提前偿还贷款、股东分红、偿还到期风参、保证金支付往来款、支付并购款等刚性支出,导致支行存款时点、日均呈双下降趋势。因此,研究如何科学有效、稳重带升的统筹发展对公客户业务对于中国工商银行G支行有着十分重要的意义。2020年以来,伴随着突如其来的疫情,我国国民经济遭受严重打击,中小企业及餐饮业、服务业等行业迅速衰落,这对于商业银行对公客户的营销发展来说,既是机遇,也是挑战。本文以中国工商银行G支行为研究对象,在金融市场竞争日渐白热化、市场份额增长乏力的情况下全面细致的分析中国工商银行G支行对公客户发展现状,包括市场需求、竞争形势及内部资源能力。首先,分析中国工商银行G支行对公客户群体的现况及存在的主要问题,然后运用PEST分析法和SWOT分析法对G支行的内外部环境进行分析,得出G支行的优劣势。然后,为G支行对公客户营销设计策略。最后,制定G支行对公客户营销战略,包括优化组织结构、优化业务结构、提高风险控制、加强人力资源建设四个方面。有效的保障了G支行的营销策略实施。本文从中国工商银行G支行的现状以及存在的问题出发,通过G支行基本情况、外部和内部环境政策、SWOT分析法、市场细分详细分析了G支行当前面临的各种内外部压力,并根据G支行自身的核心资源与竞争优势,提出了对公客户营销的转型策略。最后对新策略实施的控制、保障提出了具体对策。论文的研究对提升商业银行对公核心竞争力具有很强的借鉴意义。更多还原

【Abstract】 The customer system of my country’s commercial banks is mainly divided into two categories: companies and institutions.In recent years,with the sustained and stable development of my country’s national economy,the financial market has become more and more mature,and the development of corporate business has become more and more perfect.Corporate clients of major commercial banks have gradually become an absolute core customer group.The G branch of Industrial and Commercial Bank of China has been developing business for corporate customers for 30 years.Although it has been conducting business for a long time,it lacks a strict and sound marketing system strategy for corporate customers.Externally affected by the continuous tightening of macro liquidity and fierce competition in the same industry,key internal customers repay loans in advance,shareholder dividends,repayment of due wind ginseng,payment of margin payments,payment of mergers and acquisitions,and other rigid expenditures,resulting in the timing and daily average of deposits in branches Shows a double downward trend.Therefore,the study of how to scientifically,effectively and steadily promote the overall development of corporate client business is of great significance to the G branch of Industrial and Commercial Bank of China.Since 2020,with the sudden epidemic,my country’s national economy has been severely hit,and industries such as small and medium-sized enterprises,catering,and service industries have declined rapidly.This is both an opportunity and a challenge for the development of commercial banks’ marketing to corporate customers.Based on the research object of ICBC’s G branch behavior,this article analyzes the development status of ICBC’s G branch to corporate customers in a comprehensive and detailed analysis under the conditions of increasingly fierce competition in the financial market and weak market share growth,including market demand,competition situation and internal resource capabilities.First,analyze the current status of the ICBC G branch to the corporate customer group and the main problems,and then use the PEST analysis method and the SWOT analysis method to analyze the internal and external environment of the G branch,and get the advantages and disadvantages of the G branch.Then,design strategies for G branch to corporate customers.Finally,formulate the G branch’s marketing strategy for corporate customers,including four aspects: optimizing organizational structure,optimizing business structure,improving risk control,and strengthening human resources construction.Effectively guarantee the implementation of the marketing strategy of G branch.Starting from the status quo and existing problems of ICBC G branch,this article analyzes the various internal and external pressures currently faced by G branch through the basic situation of G branch,external and internal environmental policies,SWOT analysis,and market segmentation.With its own core resources and competitive advantages,the G branch proposed a transformation strategy for corporate customer marketing.Finally,specific countermeasures are put forward for the control and guarantee of the implementation of the new strategy.The research of the thesis has a strong reference significance for improving the core competitiveness of commercial banks to the public.更多还原