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HX银行南京分行债务融资工具承销业务发展及策略研究_MBA论文(68页).rar

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文本描述
摘要
为响应国务院关于大力发展中国资本市场的号召,进一步活跃货币市场,2005
年人民银行公布了《短期融资券管理办法〉〉,我国商业银行开始正式开办非金融企业
债务融资工具承销业务。债务融资工具承销业务拓宽了企业融资渠道,对商业银行转
变经营模式、调整业务结构、创新服务方式、提高中间业务收入有着积极的促进作用。
非金融企业债务融资工具承销业务逐渐成为各商业银行争取优质客户的有力武器,也
逐渐成为商业银行转型发展过程中的重要手段。在目前市场环境及内部环境下,如何
发展好债务融资工具承销业务,如何对该业务进行营销,是许多商业银行需要考虑的
的问题,亦是HX银行南京分行所面临的重要课题。本论文以HX银行南京分行开展
债务融资工具承销业务为例,从我国债务融资工具市场发展入手,提出债务融资工具
承销业务对于商业银行转型发展具有重要的意义,接着,对HX银行南京分行开展债
务融资工具承销业务的发展环境进行分析,包括行内现状的分析对比以及外部发展环
境包括所在地区和同业的分析,从而提出其开展该业务面临的问题,并着重对HX银
行南京分行开展债务融资工具承销业务的内外部环境进行SWOT分析,提出其应釆取
的战略。针对此战略提出HX银行南京分行的目标客户定位和目标产品定位及对应的
营销策略,同时提出营销策略实施的保障措施。本论文共分为五个部分,第一部分是
论文的研究背景、研究问题和目的、研究思路和方法以及主要理论和文献;第二部分
对我国债务融资工具发展现状进行分析,提出发展债务融资工具承销业务的必要性;
第三部分分析了 HX银行南京分行债务融资工具发展环境进行分析,提出其存在问题;
第四部分运用SWOT方法对HX银行南京分行债务融资工具承销业务的内外部环境进
行分析,提出发展战略;第五部分提出HX银行南京分行债务融资工具承销业务发展
目标和对应策略,并提出实现目标的保障措施。本论文对HX银行南京分行开展债务
融资工具承销业务的内外部环境进行了较为深入的分析,详细而全面的分析了其优势
劣势,尤其是对其发展债务融资工具承销业务的目标客户进行了市场定位,提出了债
务融资工具各类产品的营销策略及相应保障措施。本论文既为HX银行南京分行债务
融资工具承销业务提供了发展对策,同时对其它商业银行开展债务融资工具承销业务
也具有一定参考意义。
关键词:债务融资工具;承销业务;HX银行南京分行;发展和策略研究
ABSTRACT
In response to the call of the State Council on vigorously develop China's capital
market,the People's Bank of China announcedMshort-term financing bills management
approach, China's commercial banks launched in the non-financial corporate debt
financing instruments underwriting business in 2005. Debt financing instruments
underwriting business to broaden the financing channels for enterprises. It has a positive
role in promoting commercial banks into the business model, business restructuring,
innovative services and improving intermediary business revenue. It is becoming an
important means in the process of restructuring and development of the commercial banks.
In the current market environment and regulatory environment, how to develop debt
financing instruments underwriting business is many Commercial banks debt financing tool
underwriting business need to consider, also facing to HX Bank, Nanjing Branch. In this
thesis,will use HX Bank, Nanjing Branch of debt financing instruments underwriting
business development as an example, use marketing theory, analysis HX Bank, Nanjing
Branch of debt financing instruments underwriting market environment, the target
customers, a variety of products marketing strategy and proposed marketing strategy
implementation of safeguards. The thesis is divided into five parts, the first part is the
research background,research questions and objectives, research ideas and methods,and
the main theoretical and literature; the second part provides a brief analysis of the
development of the debt financing instruments, proposed the development of debt financing
instrument underwriting business necessity; the third part analyzes the HX Bank, Nanjing
Branch of debt financing instruments development environment,to submit their problems;
the fourth part use the SWOT analysis tool to analyze the internal and external environment
of HX Bank, Nanjing Branch of debt financing instruments underwriting business; the fifth
part presents HX Bank, Nanjing Branch of debt financing instruments underwriting
business development goals,corresponding strategies, and proposed safeguards. In this
thesis,analysisthe internal and external environment of HX Bank, Nanjing Branch of debt
financing instruments underwriting business, detailed and comprehensive analysis of the
advantages and disadvantages; especially analysis its development debt financing tool
underwriting business target customers market positioning,the marketing strategy of debt
financing instruments of various products and the corresponding safeguards. In this thesis,
both HX Bank, Nanjing Branch of debt financing instruments underwriting business
development witii the countermeasures, but also the development of other commercial
banks debt financing instruments underwriting business also has a certain reference value.
KEY WORDS: Debt financing instruments; Underwriting business; HX Bank,Nanjing
Branch; Development and Strategy