摘 要
随着市场经济的深入和对外开放水平的提高，高经济增长、高信贷投放的经济
形势和产业政策正在显著发生变化，商业银行单靠传统上的存贷款业务获取经营利
润已经很难适应持续增强自身核心竞争力的要求。中间业务风险低、成本小、收益
高，成为商业银行改善业务结构、增加利润、规避风险的首选。但是，目前我国商
业银行中间业务与西方发达国家相比还存在较大差距。

本文运用现代企业经营理论和市场营销理论，对中国工商银行 J 省分行的中间
业务进行研究，就如何提高中国工商银行 J 省分行中间业务营销能力，进而推动中
间业务发展提出了适合当前市场环境和中国工商银行 J 省分行特点的营销策略。本
文分析了我国商业银行的宏观环境、行业环境等外部环境内容，阐述了中国工商银
行 J 省分行的内部条件、中间业务发展现状、优势、劣势、机会和威胁，然后运用
营销理论，提出了中国工商银行 J 省分行市场细分、选择目标市场、市场定位的 STP
战略和产品、价格、渠道、促销、政府政策、公共关系的 6P 组合策略。最后，从思
想观念、组织制度、品牌建设、人力资源、成本风险管理、信息技术等六个层面给
出了保障中国工商银行 J 省分行中间业务营销策略实施的具体针对性措施。

关键词：中国工商银行 中间业务 营销策略 保障措施

Abstract
With the thorough development of market economy and increasing level of
Opening-up, the external environment of high economic growth and large credit scale that
Chinese banking industry relies on for a long time has been changing a lot. Traditional
deposit and credit business is no longer adapted to strengthening core competitive power
of commercial banks. Because of its low risk, small cost and high revenue, the
intermediate business becomes the commercial banks' priorty of improving the business
structure, increasing the profit and evading the risk. But there's still a big gap of the
intermediate business between Chinese commercial banks and western countries'.
J Provincial Branch of Industrial and Commercial Bank of China is chosen as the
object of research in this thesis. Modern business management and marketing theories are
used as a tool. This thesis discusses how to increase the marketing capablities of ICBC J
Provincial Branch's intermediate business and then drive the development of the
intermediate business. And the marketing strategies which are adpated to the current
market situation and features of J Provincial Branch are presented.
The macro-environment and industrial environment of Chinese commercial banks
and the internal conditions, the intermdiate business' current development and the SWOT
matrix are analyzed. Applied with marketing theories, the STP strategies and 6P mix
strategies are given to form the marketing of J Provincial Branch's intermediate business.
Finally, points of six aspects including ideology, organizational stucture, brand
construction, human resources, management of cost and risk and information technology
are given as the protection of implementing the marketing strategies.
Keywords: ICBC, Intermediate Business, Marketing Strategies, Safeguard Measures