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中图分类号：C93密级： 公开
UDC： 005学校代码： 11832
河北经贸大学
硕士学位论文
（工商管理硕士）
中国农业银行XX分行国际业务
营销策略研究
Research on the Marketing Strategy of International Business
of Agricultural Bank of China XX Branch
作者姓名： 马杰
指导教师： 王春和 教授
学科专业名称： 工商管理
论文完成日期： 2018年 3月
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摘要
进入20世纪90年代以来，世界经济全球化进程加快，并以贸易自由化、生产国
际化、科技及金融全球化等形式表现出来。金融全球化是经济全球化的核心，这柄双刃
剑带来机遇的同时加剧了国际间金融竞争。农行的国际业务始于上世纪80年代，经过
30多年的发展，取得了一定的成绩。截止2016年底，农行XX分行已有33个网点开办
了国际业务，网点覆盖率达100％。国际结算量达25.91亿美元，国际贸易融资额为35742
万美元
农业银行针对客户对外贸易市场的需求，目前业务主要分为跨境人民币结算业务、
进出口结算及国际贸易融资三大类，其中有很多可为不同客户定制的产品，满足客户多
样化的业务需求。但是，商业银行国际业务存在产品严重同质化的问题，同时伴随股份
制商业银行国际业务的发展以及外资银行的进入，我行国际业务面临的竞争压力更大
如何抓住进出口大户，占领有国际业务需求的客户市场，获取更多中间业务收入，如何
推进我行的国际业务，针对不同客户提供差异化的服务成为我们面临需要研究的问题
因此，营销策略的正确选择与否至关重要
本文立足本人供职单位农行XX分行，通过对于营销策略和银行国际业务的相关理
论和国内外研究成果进行了系统研究和全面梳理，并进行系统阐述。利用营销理论为指
导，通过对农行XX分行国际业务的发展现状进行梳理，并利用SWOT分析方法，对优势、
劣势、机会、威胁等四个方面进行归纳总结，根据SWOT模型的分析结果，在产品、定
价、渠道、促销等方面进行营销策略的阐述，提出优化和改进的措施，做到切合农行XX
分行实际，希望对于XX分行国际业务的发展起到一定的指导作用，能够使农行XX分行
充分发挥自身优势，规避劣势，提高银行竞争力，确保农行XX分行在同业国际业务市
场竞争中立于不败之地
关键词：农行XX分行国际业务营销策略
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Abstract
Since 1990s, the globalization of the world economy has accelerated, which shown by
the carrier like trade liberalization, production internationalization, technology and financial
globalization. Financial globalization is the core of economic globalization. This
double-edged sword brings opportunity and intensifies international financial competition.
Agricultural Bank of China’s international business began in the 1980s, and got a certain
grade with the development of more than 30 years. By the end of 2016, Agricultural Bank of
China XX Branch has 33 sub-branches setting up international business, sub-branch coverage
is 100%. International transactions amounted to $259.1 billion and international trade
financing was up to $357.42 million.
Agricultural Bank of China aims at the demand of customer in foreign trade market, the
current main business is divided into three categories as cross-border RMB settlement
business, import and export of settlement and international trade financing, many of them can
be customized products for different customers, meet customer's diversified needs of the
business. But the international business of commercial bank has the problem of product
homogeneity seriously. At the same time, with the development of the joint-stock commercial
bank and the entry of foreign Banks, the competition of international business becomes more
and more intense. So seizing the high quality customers, holding the customer markets,
accessing to greater profits, and how to develop the commercial bank's international business,
to provide customers with personalized service, to meet customer diversification demand
becomes a problem we need to study now. Choosing the right marketing strategy is
particularly important in these issues.
In this paper, based on my service unit Agricultural Bank of China XX Branch, through
the relevant theories of marketing and international business and domestic and foreign
research results of a systematic study and comprehensive combing, and systematic exposition.
The use of marketing theory, by analysis the development of the international business of
agricultural bank XX branch and the use of SWOT analysis method, the four aspects of
advantages and disadvantages, opportunities and threats are summarized, according to the
analysis results of SWOT model, marketing strategy through this channel, etc., do with the。