摘要
I
摘要
银行业作为国家经济体系中的重要组成部分之一，具有很强的行业特殊性、不可
替代性和业务复杂性，随着全面的“营改增”税制改革的即将到来，商业银行必将受
到多方面的影响，特别是对于商业银行的盈利能力带来的影响方面。现阶段利差收入
等核心业务仍是我国商业银行传统的主要收入来源，随着我国利率市场化进程的逐步
加快，各商业银行都在逐步通过加强中间业务收入、创新金融产品和服务等方式来增
加非利息收入的占比来调整其整体收入结构。税制改革对商业银行的多元化盈利模式
有至关重要的影响，而商业银行的营销策略决定其收入方式及盈利能力，就必然要有
针对性的做出调整和改进

IC 银行 ZB 分行是我国最大的国有商业银行 IC 商业银行的市级二级分行，能够
提供超过7万种金融产品、处理的业务涉及金融业各领域，拥有约165万个人客户与
6万公司客户，97家营业机构，覆盖淄博市各区县及商业区域。在“营改增”税制改
革下，作为世界500强企业的 IC 商业银行的二级分行，ZB 分行在本地区同行业处于
领头地位，其营销管理策略的改进研究具有典型意义

本文针对在“营改增”环境下 IC 银行 ZB 分行营销管理策略即将受到的各类影
响，通过综合获取各项数据、PEST 分析及 SWOT 分析等分析方法研究了 IC 银行 ZB
分行的营销管理策略、议价能力、业务外包等方面的改进策略

关键词：营改增；营销管理；策略改进；SWOT 分析；PEST 分析山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
The banking industry is an important part of the national economy. It is also one of
the four major industries that have not been nominated before. It has strong industry
specificity and business complexity. With the arrival of the reform of tax reform, Will bring
commercial banks in many ways, especially the profitability of commercial banks. China&39;s
commercial banks are still mainly from its core business income, especially the spread of
income, but with the interest rate liberalization process, the commercial banks are adjusting
the income structure, through innovative financial products, strengthen the intermediary
business to increase non-interest The proportion of income. The reform of the tax system
has an important impact on the diversified profit model of commercial banks, and the
marketing strategy of commercial banks determines their income and income ability, so it
is necessary to make adjustments and improvements.
IC Commercial Bank ZB Branch is the second-tier branch of China&39;s largest
commercial bank IC Commercial Bank, providing 70,000 kinds of financial products. Its
business covers various fields of financial industry. It has about 1.65 million customers and
60,000 customers,97 business organizations, Covering Zibo City districts and commercial
areas. As a secondary branch of IC commercial bank of the world&39;s top 500 enterprises, ZB
Branch is in the leading position in the same industry in this region. The improvement of
its marketing management strategy is of great significance.
Based on the influence of marketing strategy of IC Commercial Bank ZB Branch in
the camp, the paper analyzes the marketing management strategy of IC Commercial Bank
ZB Branch in terms of bargaining power and business outsourcing through PEST analysis
and SWOT analysis.
Key words: Business tax reform VAT; marketing management; strategy improvement;
SWOT analysis; PEST analysis山东理工大学硕士学位论文目录
III
目录
摘要.......I
ABSTRACT.II
目录....III
第一章引言......1
1.1研究的背景与意义..........1
1.1.1研究的背景..........1
1.1.2研究的意义..........2
1.2文献综述..3
1.2.1国外文献综述......3
1.2.2国内文献综述......4
1.3主要研究内容......5
1.4研究方法与技术路线......5
第二章商业银行营销管理概述..7
2.1市场营销的概念..7
2.2营销管理的概念和内容..7
2.2.1营销管理的概念..7
2.2.2营销管理的内容..7
2.3商业银行营销管理的含义和特点..........8
2.3.1商业银行营销管理的含义..........8
2.3.2商业银行营销管理的特点..........8
2.4商业银行营销管理的主要内容..9
第三章 IC 银行 ZB 分行营销管理现状分析....10
3.1 IC 银行 ZB 分行业务现状概述.10
3.1.1总体情况10
3.1.2效益形成因素....11
3.2 IC 银行 ZB 分行营销现状分析.11
3.2.1 IC 银行 ZB 分行的营销团队.....11
3.2.2 IC 银行 ZB 分行的营销方式.....12
3.2.3 IC 银行 ZB 分行的现行营销策略及存在的问题分析13
3.3 IC 银行 ZB 分行营销管理的 PEST 分析.........
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