Research on Marketing Strategy of Corporate Credit
Business of Branch AQ of Bank of Communications
A Dissertation Submitted for the Degree of Master
Candidate：SHI Rong
Supervisor：WEI Hua Fei
中图分类号：C939
论文编号：10357M20401282
硕士学位论文
交通银行AQ 分行公司信贷业务营销策略
研究
作者姓名石荣申请学位级别工商管理硕士
指导教师姓名魏华飞职称副教授
专业名称市场营销研究方向营销策略
学习时间自2020年9月1日起至2023年6月30日止
论文提交日期2023年3月31日论文答辩日期2023年5月21日
摘要
近几年，新冠疫情对国内企业正常的生产经营造成了较大的影响，导致商业银行的
公司信贷风险日益增加，银行的公司信贷业务受到巨大的冲击。2019年以来，面对低
迷且复杂的公司信贷市场，交通银行AQ 分行积极应对，一方面，助企纾困，加大对
重点保障企业和小微企业的扶持力度；另一方面，严控风险，审查失信企业的信贷资
格，以期降低不良贷款率，但是当前交通银行AQ 分行的公司信贷业务仍然面临困
境。究其原因，除了疫情导致经济下行压力增大，企业经营困难的客观原因，还有一
个重要的主观原因，即交通银行AQ 分行当前的公司信贷业务的营销策略难以适应新
的经济形势。在此背景下，研究交通银行AQ 分行的公司信贷业务的营销策略，具有
重要的理论意义和实际价值。
本文以交通银行AQ 分行为研究对象，运用文献研究法、问卷调查法和案例分析
法等方法，研究了交通银行AQ 分行公司信贷业务的营销策略。具体而言，本文主要
是通过以下几个方面进行撰写和研究。第一，阐述了本文的研究背景、意义、方法和
创新点等；第二，研究了商业银行公司信贷的国内外研究现状；第三，基于内部统计
数据及问卷调查的结果，分析和归纳了交通银行AQ 分行公司信贷业务的营销现状和
问题；第四，运用PESTEL 模型、波特五力模型和SWOT 模型分别分析了交通银行
AQ 分行公司信贷业务的营销环境；第五，运用7Ps 理论，针对营销问题，研究对应
的营销优化策略；第六，提出促进营销策略实施的营销保障方案；最后，对本文的研
究内容进行总结和展望。总之，通过本文的研究，得出交通银行AQ 分行公司信贷业
务的营销优化策略如下：（1）提供差异化和具有本地特色的公司信贷产品，并擅长分
析信贷数据；（2）提升线下渠道的拓客效率，并大力建设线上渠道；（3）客群分层
定价，根据产品的市场定位定价；（4）重视广告效应，维护良好的公共关系；（5）
加强营销技能培训，制定合理的考核机制；（6）打造温馨的营业网点，展示员工良好
的精神面貌；（7）持续为客户提供优质服务，协调分行各部门共创服务质量。
本文基于对交通银行AQ 分行公司信贷业务的内部数据的分析和问卷调查结果的
统计，结合营销理论和自身的工作实践，为交通银行AQ 分行公司信贷业务的营销策
略提供思路和方法，旨在提升其公司信贷业务的市场竞争力。同时，也希望为其他商
业银行的公司信贷营销提供借鉴，从而促进公司信贷市场持续健康发展。
关键词：交通银行，公司信贷，营销策略
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Abstract
In recent years,the novel coronavirus epidemic has had a great impact on the normal
production and operation of domestic enterprises,leading to the increasing risk of corporate
credit of commercial banks and the huge impact on the corporate credit business of banks.
Since 2019,faced with the sluggish and complex corporate credit market,the AQ Branch of
the Bank of Communications has actively responded.On the one hand,it has helped
enterprises to rescue and increased support for key guarantee enterprises and small and micro
enterprises.On the other hand,we should strictly control risks and examine the credit
qualification of dishonest enterprises in order to reduce the non-performing loan ratio.
However,the current AQ branch of the Bank of Communications still faces difficulties in its
corporate credit business.In addition to the objective reason of increasing economic
downward pressure caused by the epidemic,there is another important subjective reason,
namely,the current marketing strategy of the corporate credit business of the AQ Branch of
the Bank of Communications is difficult to adapt to the new economic situation.In this
context,it is of great theoretical significance and practical value to study the marketing
strategy of corporate credit business of the AQ Branch of the Bank of Communications.
Taking the AQ Branch of the Bank of Communications as the research object,this thesis
studies the marketing strategy of the credit business of the AQ branch of the Bank of
Communications by using the methods of literature research,questionnaire survey and case
analysis.Specifically,this thesis is mainly written and researched from the following aspects.
Firstly,it expounds the research background,significance,methods and innovation points of
this thesis.Second,the research status of commercial bank corporate credit at home and
abroad is studied.Thirdly,based on the internal statistical data and the results of questionnaire
survey,the marketing status and problems of the credit business of the AQ branch of the Bank
of Communications are analyzed and summarized.Fourthly,the PESTEL model,Porter's Five
Forces model and SWOT model are used to analyze the marketing environment of the credit
business of the AQ branch of the Bank of Communications.Fifth,the 7Ps theory is used to
study the corresponding marketing optimization strategies for marketing problems.Sixth,put
forward the marketing guarantee plan to promote the implementation of marketing strategy;
Finally,the research content of this thesis is summarized and prospected.In conclusion,
through the research of this thesis,it is concluded that the marketing optimization strategies of
the corporate credit business of the AQ Branch of the Bank of Communications are as follows:
(1)Provide differentiated and locally featured corporate credit products,and be good at
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