作为国家中心城市的成都市,虽然身处内陆,积极深入实施“全域开放”
战略,出台《国际化城市建设行动纲要》,透过更广泛的跨境贸易和投资活
动,持续拓展金融发展的国际化领域。国际化的成都不断为区域内的商业银
行带来新的金融发展理念、业务拓展与产品服务创新空间的同时,也要面对
成都市场中众多的外资银行、民营银行与网络金融的挑战,如何先发制人抢
滩布局,如何在同质化竞争中走出自己特色,如何稳固现有份额提质增效,
是成都市各家商业银行拓展国际业务亟待思考的问题
论文首先对商业银行国际业务涵义与主要业务类型进行界定,对论文相
关理论文献进行了梳理,包括论文研究采用的SWOT分析方法,4Ps 和 4Cs营
销组合理论。然后,以ABC成都分行作为研究样本,对商业银行国际业务开
展的外部经营环境与自身发展状况进行分析,通过SWOT分析法确定了ABC
成都分行国际业务的发展战略目标,包括:重点抢抓区域发展新机遇,多策
并举夯实基础提质增效,对应采取“优势+机会”增长型战略匹配多种经营发
展的营销战略。接下来,论文对ABC成都分行国际业务经营中存在的产品结
构和特色待提升、定价方式欠精准、渠道体系薄弱、促销手段有待优化等问
题进行了解析;再从 4Cs理论中消费者需求出发,基于产品层次、3C定价和
整合渠道等理论,提出了ABC成都分行国际业务营销策略解决方案,包括:
建立核心产品与附加服务并重的产品策略,建立多样化定价与加强收费管理
的定价策略,采取加快网点升级、加强网络平台建设和强化境外联动的渠道ABC 成都分行国际业务营销策略研究策略,采取加大宣传报道、借力政府渠道加大影响力和发动全员营销的促销
策略。最后,论文提出了要从强化内部组织管理、组建内部专业队伍和全面
贯彻风险防控来为ABC成都分行国际业务营销策略有效实施提供支撑保障,
以期能够更好地促进成都分行国际业务持续健康发展
论文在较为详尽地描述与分析商业银行国际业务开展的市场环境与内部
经营情况基础上,应用营销组合理论框架对现有营销策略进行解析,并提出
改进举措,致力于帮助商业银行在当前金融制度、服务和产品创新变革中理
清方向、重点和思路,为更好地服务于当地经济、市场与客户提供一定的发
展策略理论支撑与指导
关键词:ABC 成都分行 国际业务 营销策略AbstractAbstract
As China has deeply integrated into international economic system, its
commodity trade, service trade and technology trade have been rapidly globalized,
which brings huge development prospects for international business of China’s
financial industry. Streamlining administration and instituting decentralization for
current account transaction and cross-border investment and financing through
national “Belt and Road” strategy and foreign exchange management system
provides strategy and system guarantee for China’s bank industry to develop
international business. International business has been the most important
component and growth pole of major business in China’s commercial bank.
As the nation&39;s central city, Chengdu, although locating inland, has
vigorously carried out “whole-region opening up” strategy, issued Action Outline
for the Construction of an International City and constantly expanded
internationalization domain through extensive cross-board trade and investment.
Chengdu with internationalization not only brings new financial development
concept, innovation space of business development and product service for
intra-regional commercial banks, but also confronts with challenge from foreign
banks, private-owned banks and internet finance. How to forestall the competitors,
how to show own features in homogenized competition and how to maintain
current portion and improve quality and efficiency are questions to be solved by
commercial banks in Chengdu before they expand international business.
The paper, at first, identifies meaning and main types of commercial bank’s
international business and sorts of theory bibliography related to the paper,
including SWOT analysis method 4Ps and 4Cs marketing combination theory
adopted. Then, with ABC Chengdu branch as the research sample, this paper
analyzes external operating environment and own development status of
commercial bank’s international business and, through SWOT analysis,
determines development strategic goals of ABC Chengdu branch’s internationalThe Study on the Marketing Strategy of International Business of ABC Bank Chengdu Branchbusiness, including focusing on regional development opportunity, consolidating
the basis to advance quality and efficiency by various policies, and adopting
marketing strategy of combining “advantage + opportunity” growth-oriented
strategy and multiple business development. Furthermore, this paper, based on
marketing combination 4Ps frame, analyzes product structure and feature needed
to be improved, unreasonable pricing method, weak channel construction system
and promotion means need to be advanced; based on consumer demand in 4Cs
method and product level, 3C pricing and channel integration, proposes solutions
to ABC Chengdu branch’s international business marketing strategy, including
building product policy of attaching equal importance to core product and
additional service, setting up pricing method of diverse pricing and enhancing
charging management, adopting channel strategy of updating branch’s business
capacity, strengthening network platform construction and enhancing abroad
linkage, carrying out promotion method of enhancing publicizing and reporting,
increasing influence through government and encouraging whole-staff promotion.
At last, the paper puts forward that providing support for ABC Chengdu branch’s
international business marketing strategy by enhancing internal organization and
management, building internal professional team and fully implementing the risk
prevention and control to prompt healthy growth of Chengdu branch’s
international business.
The paper, based on elaboration and analysis on market environment and
internal business condition of commercial bank’s international business, analyzes
current marketing strategy by using marketing combination theory framework and
proposes improvement measures, aiming to help commercial banks to find out
direction, key point and idea at current financial system, service and product
innovation and provide certain development strategy theoretical support and
guidance for local economy, market and client.
Keywords: ABC Chengdu branch;international business;marketing strategy目 录目 录
1 绪论.......... 1
1.1 研究背景........ 1
1.2 研究目的与意义........ 2
1.3 研究思路与内容........ 2
1.3.1 研究思路 .. 2
1.3.2 研究内容 .. 3
1.4 研究创新与不足........ 3
1.4.1 研究创新点 .......... 3
1.4.2 研究不足之处 ...... 4
2 理论基础.. 5
2.1 商业银行国际业务概念 ........ 5
2.1.1 商业银行国际业务定义 .. 5
2.1.2 商业银行国际业务类型 .. 5
2.2 商业银行营销研究回顾 ........ 7
2.2.1 国外商业银行营销研究回顾 ...... 7
2.2.2 国内商业银行营销研究回顾 ...... 7
2.3 相关营销理论9
2.3.1 4Ps 与 4Cs 营销组合理论........... 9
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