摘要
对公业务是商业银行最为基本的业务板块之一，对公业务的发展情况和拓展能
力，是影响商业银行长远稳健发展和获利能力的重要因素。JD 支行成立于 1987 年，
作为 Z 银行 11 家经营性支行之一，统管辖区内 3 家网点，是一家涵盖个人金融业
务、公司金融业务、国际结算业务的综合性服务支行。近年随着该地理区域的企业外
迁，JD 支行对公业务日渐下滑，而同业带来的竞争压力愈来愈大，迫使 JD 支行急需
找到对公业务目前存在的问题，并对现存的市场营销战略进行调整和改进

本文以 Kotler 的 CCDVPT 营销理论模型为基础，根据 JD 支行的对公业务实际发展
情况，基于银行的内外部环境对其的影响，提出了该支行拓展对公业务市场的营销策
略，并提出了相关的配套保障措施。具体而言：文章首先介绍了 JD 银行的基本情
况，以罗列图表的方式概述了银行对公业务营销的基本现状，总结了当前 JD 支行在
拓展市场过程中存在的问题。基于这些问题，设计了该支行对公业务的 CCDVPT 营销
策略。首先，根据科特勒的 CCDVPT 营销模型分析 JD 支行对公业务现状。然后，基于
科特勒的 CCDVPT 营销模型，细分了银行的对公业务市场，确定了银行对公业务的目
标市场和市场定位；从营销组织结构创新、产品研发与服务创新、价格服务创新三个
方面设计了银行对公业务的创新服务策略；从广告宣传沟通、人员推销沟通、公共关
系促销沟通三个方面设计了银行对公业务的沟通服务策略；从价值传递的营业网点渠
道、基于客户经理的价值传递、价值传递的电子银行渠道三个方面设计了银行对公业
务的价值传递策略；在此基础上，对银行对公业务营销策略的实施效果进行了简要分
析。在制定了银行对公业务营销策略之后，提出了过程中应有的保障措施，主要包括
人力资源方面的保障、信息系统方面的保障、风险控制方面的保障和企业文化方面的
保障

关键词：对公业务；市场营销策略；CCDVPT 模型V
ABSTRACT
Corporation business is one of the most traditional business in commercial banks,and
commercial banks is the most important source of income.Development status of the
company,directly affecting the corporation business market competition is fierce.JD Branch
of Z Bank is one of the 11 administration branches in Zhuhai, which was set in 1987 .In
recent years, as the geographic area and outsourcing companies JD toward branch business
declining, in the face of increasingly fierce market competition, science formulation for the
Banks themselves toward the actual business marketing strategy is imminent.According to
Kotler CCDVPT marketing theory as the foundation, combining the reality of Bank of Z to
expand the business market, and the implementation of the strategy put forward the
corresponding safeguard measures. To be specific:
This paper introduces the basic situation of the bank, summarizes the bank brought to the
basic situation of business marketing, summed up the current banking there are several
approaches to the marketing of the business problem Based on these defects, design toward
the bank to carry out business CCDVPT marketing strategy.First of all, according to Kotler
CCDVPT toward marketing model analysis JD branch business status quo .Then, based on
the CCDVPT Kotler marketing model, toward the bank&39;s business segment market,
determines the bank performs business target market and market positioning; From the
marketing organization structure innovation product development and service price service
innovation threeaspects design toward the banking business innovation service strategy;
From the advertising communication personnel marketing communication Public relations
promotion communication three aspects to communicate design toward the bank business
communication service strategy; From the value transfer channels of branches Based on the
value of customer manager to pass value of electronic banking channel design in three
aspects: the value transfer strategy toward the bank business; On this basis, the bank
performs business marketing strategy implementation effect is analyzed briefly After
developing toward the banking business marketing strategy, should be in the process of
security measures are put forward, mainly including the guarantee of human resources
information system security risk control of security and the security of enterprise culture.
Key Words: Corporation Business; Marketing strategy; CCDVPTModelVI
目 录
摘要.III
ABSTRACT.....V
目 录.VI
1 引言....1
1.1 研究背景和意义.1
1.1.1 研究背景..1
1.1.2 研究意义..2
1.2 本文研究方法和内容.....3
1.3 论文创新点和不足.........3
1.3.1 论文创新点..........3
1.3.2 论文不足点..........3
1.4研究综述.4
1.4.1 银行市场营销理论概述..4
1.4.2 CCDVTP营销理论概述.4
1.4.3 近年国内研究成果..........4
2 JD支行对公业务营销环境分析——基于波特五力模型...7
2.1 行业内竞争对 JD支行对公业务营销的影响...7
2.2 潜在进入者对 JD支行对公业务营销的影响...8
2.3 替代品对 JD支行对公业务营销的影响...........8
2.4 供应商（存款者）对 JD支行对公业务营销的影响...8
2.5 购买者（贷款者）对 JD支行对公业务营销的影响...9
3 JD支行对公业务市场营销分析.....10
3.1 JD支行概况及对公业务现状..10
3.1.1 支行发展历程....10
3.1.2 JD支行对公业务种类及现状概述.......10
3.2 JD支行目前的对公业务营销策略及其效果分析......17
3.2.1 目标市场选择....17
3.2.2 沟通服务方面....18
3.2.3 创新服务方面....18
3.2.4 价值传递方面....19
3.2.5 创收获利方面....19VII
4 基于 CCDVTP模型的 JD银行对公业务营销策略的改进..........20
4.1 基于 STP分析的目标市场选择（Target）....20
4.1.1 市场细分——大数据时代下的市场挖掘........20
4.1.2 目标市场选择....24
4.1.3 市场定位26
4.2 JD支行对公业务的创新服务策略（Create）...........27
4.2.1 营销组织结构创新........27
4.2.2 产品研发与服务创新....27
4.2.3 价格服务创新....29
4.3 JD支行对公业务的沟通服务策略(Comunicate)........30
4.3.1 广告宣传沟通....30
4.3.2 人员推销沟通....31
4.3.3 公共关系促销沟通........32
4.4 JD支行对公业务的价值传
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