研宄生签名: 啦腺导师签名日期: A银行南京分行投资银行业务营销策略研宂
研宄程永瀚
导师:陈伟达
东南大学
摘要
近年来,随着中国经济的发展和利率市场、金融市场的逐渐成熟,投资银行业务在中国金
融市场中的重要性与日俱增。中国经济进入“新常态”之后,市场中对于投融资的需求出现了大
幅增长,同时大量的企业并购、转型、重组、扩张等经营举措如雨后春笋般现身市场,使得投
资银行业务获得了难得的大量业务机会和绝佳的发展机遇。在江苏地区,由于经济发达,企业
实力较强,投资银行业务有更大的发展潜力

A银行南京分行作为一家全国性股份制商业银行在江苏地区设立的分支机构,成立时间相
对其他金融机构较早,但介入投资银行业务时间较晚。A银行南京分行在投资银行业务的营销
工作中一直处于自我探索、摸着石头过河的状态。同时,随着A银行南京分行投资银行业务的
发展,投资银行业务带来的中间业务收入占A银行南京分行中间业务收入的比重逐渐增加,己
经成为A银行南京分行重要的盈利中心。如何提高投资银行业务的发展速度、改善投资银行业
务的发展状态、提升投资银行业务在营销中的工作成效,这些问题成为了决定A银行南京分行
未来能否快速、持续、健康发展的关键性因素。因此,本文的研宄目的,就是为了帮助A银行
南京分行设计行之有效的投资银行业务营销策略,指明投资银行业务的工作方向

本文将从营销的角度入手,以A银行南京分行在投资银行业务上面临的实际情况和内外部
环境为分析基础,深入剖析A银行南京分行投资银行业务的特点和存在的问题,找到引发它们
的关键因素。同时,本文将运用SWOT分析法和波特五力模型,进一步分析A银行南京分行投
资银行业务的特点,充分揭示市场营销可能对A银行南京分行投资银行业务产生的影响。在以
上所有分析的基础上,本文将为A银行南京分行设计适合其发展和实际情况的营销策略。本文
分为六部分,第一部分,说明本文的选题背景、研宄的目的及意义、理论概述和研宄内容;第
二部分,介绍目前A银行总行和南京分行的投资银行业务发展情况;第三部分,着重分析A银
行南京分行投资银行业务目前面临的内外部环境,结合A银行南京分行投资银行业务实务列举
指出目前A银行南京分行投资银行业务存在的问题;第四部分,通过SWOT分析和波特五力分
析模型,具体分析A银行南京分行在投资银行业务中的优缺点和可行的发展方向;第五部分,
在对A银行南京分行投资银行业务进行市场细分的前提下,以4P营销策略组合理论为基础,
为A银行南京分行设计投资银行业务的营销策略;第六部分,结合A银行南京分行的实际情况,
为营销策略的实施设计相应的保障措施

本文的研究将运用国内外的营销理论,结合A银行南京分行的内外部环境和实际情况,分
I 析A银行南京分行如何充分利用和创新产品、如何优化客户结构、如何开展有效的风险控制措
施、采取何种有效的营销手段,从而形成一套行之有效的营销策略。由于南京地区及江苏其他
地区经济、金融市场情况较为复杂,投资银行业务分析需要综合考虑的因素也较多。因此,针
对以上难点,应全面掌握市场最新及全面的数据和发展情况,吸收国外先进商业银行的营销策
略,结合实际情况加以应用。本文针对的是A银行南京分行投资银行业务发展情况,以及南京
地区和江苏其他地区经济发展情况和金融市场情况,以市场营销相关理论为基础,为A银行南
京分行投资银行业务分析目前发展的优势所在、剖析存在的具体问题和成因、设计合理化并具
有可行性的营销策略,也为其他商业银行提供一定的实务参考

关键词:商业银行;投资银行;营销策略;市场营销
II Research on A bank Nanjing branch of investment
banking business marketing strategy
Postgraduate: Cheng Yonghan Tutor: Chen Weida
Southeast University
ABSTRACT
In recent years,as China’s economic development and the interest rate market and financial
market gradually mature, the importance of investment banking business in China&39;s financial market is
growing. After entering new normal in the Chinese economy, market demand for investment and
financing in a sharp growth, at the same time a large number of mergers and acquisitions, restructuring,
reorganization and expansion management measures have sprung up in market, make the investment
banking business won the rare opportunity to a large number of business and excellent opportunities
for development. In Jiangsu province, the investment banking business has greater potential in the
Jiangsu region due to its economic development and strong enterprise strength.
A bank Nanjing branch as a national shareholding commercial bank set up branch offices in
Jiangsu region, relative to other financial institutions established time earlier, but late step in
investment banking. A bank of Chinafs Nanjing branch has been in the process of exploring and
feeling the stones across the river in its marketing work for investment banking. At the same time,
along with the development of A bank Nanjing branch investment banking,investment banking
intermediary business income accounted for the proportion of A bank Nanjing branch of the middle
business income increase gradually, has become an important profit center of Nanjing branch of bank
A. How to improve the investment banking business development speed, improve the investment
banking business development condition, improve investment banking job in the marketing effect,
these problems became to A bank Nanjing branch can future rapid, sustained and healthy development
of the key factors. The purpose of this study, therefore, is to help A bank Nanjing branch to design
effective marketing strategy, investment banking indicate the working direction of the investment
banking business.
This thesis from the perspective of marketing, in order to A bank Nanjing branch in investment
banking facing the actual situation and the analysis of internal and external environment for the
foundation, A deep insight into the characteristics of the bank Nanjing branch investment banking and
the existing problems, find the key factors that cause them. At the same time, this thesis will use the
SWOT analysis and porter five model, further analysis of the characteristics of A bank Nanjing branch
investment banking business, fully reveal marketing might be in A bank Nanjing branch of the impact
of investment banking business. On the basis of all of the above analysis, the marketing strategy for
bank A Nanjing branch is suitable for its development and actual situation. This paper is divided into
II six parts, the first part, which explains the background of the topic, the purpose and meaning of the
research, the theoretical overview and the research content. The second part, this paper introduces A
current bank head office and the investment banking business development of the Nanjing branch, the
third part, emphatically analyzed A bank Nanjing branch of investment banking is facing internal and
external environment, combined with A listed bank Nanjing branch investment banking practice points
out A bank Nanjing branch problems existing in the investment banking business; In the fourth part,
through the SWOT analysis and Michael Porter!s Five Forces Model, this paper analyzes the advantages
and disadvantages of the bank＊s Nanjing branch in the investment banking business and the feasible
development direction. The fifth part, on A bank Nanjing branch investment banking business under
the premise of market segmentation, based on the theoiy of 4 p marketing strategy combinations,
designed for A bank Nanjing branch of investment banking business marketing strategy; The sixth part,
combined with the actual situation of the Nanjing branch of bank A, the corresponding safeguard
measures for the implementation of the marketing strategy,
In this paper, the research will use both at home and abroad marketing theory, combined with A bank
Nanjing branch of the internal and external environment and the actual situation, analysis of A bank
Nanjing branch how to make full use of and innovative products, how to optimize the customer
structure, how to develop effective risk control measures, what effective marketing means, thus
forming A set of feasible marketing strategy. Due to the complex economic and financial market
conditions in Nanjing and other parts of Jiangsu, the investment banking analysis needs to be taken
into consideration. Therefore, in view of the above difficulties, we should fully grasp the latest market
and comprehensive data and development situation,absorb advanced foreign commercial bank
marketing strategy, use in combination with the actual situation. This paper is aimed at A bank Nanjing
branch development investment bank business, and other areas in Jiangsu and Nanjing area economic
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