摘要
I
摘要
近年来，在当前利率市场化和“金融脱媒”的变革下，息差收窄、存款规模缩小，
我国银行的盈利增长压力越来越大。究其原因，是我国商业银行市场发展战略存在的
问题所致。只有立足我国商业银行市场发展的实际，才能突破传统发展战略的束缚，
寻求非利息收入的增长，增强其竞争力，实现商业银行的健康发展

2009 年 F 银行正式运作后，其业务体系已经初具规模：银行业务团队完成组建、
全行客户规模逐年大幅扩大、银行中心渠道布局、产品研发、品牌建设及市场活动渐
次展开。在此基础上，F 银行业务正在得到客户、市场和外部媒体的认可与关注，品
牌效应逐渐显现。而 F 银行的业务相比于我国其他银行和一些高知名度的股份制银行
来说，仅仅在这个行业当中算是一个行业的追随者，市场份额很小且较少能够成为高
净值客户的业务主办行。所以，精准的定位和对客户的大力拓展是 F 银行在业务发展
领域所面临的比较重要的问题

本论文以 F 银行为研究对象，研究其在市场发展方面需要解决的问题和可以借鉴
的经验。首先分析其业务特点以及发展的必要性，再进一步说明银行的营销理念以及
发展战略。第二，论文详细介绍了中国和国外银行在发展战略方面的一些理论研究

最后，本文总结了中国 F 商业银行发展的现状、业务定位和面临的问题，运用 SWOT
分析法对 F 银行市场发展战略的情况进行分析，提出未来 F 银市场发展战略方面的
解决方案，制定适合其特点的市场发展战略，促进 F 银行的健康发展

关键词：F 银行，市场分析，问题，发展战略ABSTRACT
III
ABSTRACT
In recent years, in the change of the interest rate marketization and financial
disintermediation, spreads narrowed, shrinking the size of the deposit, the profitability of
the Bank of China growth pressure from growing. Investigate its reason, it is the problem
that our country commercial bank market development strategy is caused by. Only based
on the reality of China&39;s commercial banking market development, we can break the
shackles of the traditional development strategy, seek the growth of non interest income,
enhance its competitiveness, and realize the healthy development of commercial banks.
2009 F bank after the formal operation, the business system has begun to take shape:
banking team completed form, all the customer scale year after year to significantly expand,
bank center channel layout, product development, brand building and marketing activities
gradually expanded. On this basis, F banking business is being recognized and concerned
about the customer, the market and the external media, the brand effect is gradually
emerging. And f bank business compared to other Bank of our country and some
high-profile joint-stock banks, just in the industry count is the followers of an industry, the
market share is small and less able to become high net worth clients business sponsor bank.
Therefore, the precise positioning and strong customer development is the F bank in the
field of business development is facing more important issues.
This paper takes the F bank as the research object, studies the problem which needs to
solve in the market development aspect and may draw lessons from the experience. First of
all, it analyzes the business characteristics and the necessity of the development, and then
further illustrates the bank&39;s marketing concept and development strategy. Second, the
paper introduces the theory of the development strategy of China and foreign banks in
detail. Finally, this paper summarizes the status of China f the development of commercial
banks, business and faced problems, using SWOT analysis method of F bank market
development strategy analysis, proposed solutions for future f silver market development
strategy, formulate suitable for the characteristics of the market development strategy,
promote the healthy development of the bank f.
Key words: F bank， market analysis，problem， development strategy插图索引
V
插图索引
图 2.1 调查结果分析图..... 11
图 5.1 客户服务流程图.....35表格索引
VII
表格索引
表 2.1 F 银行电子银行同步签约率与全国差距.....8
表 3.1 各类私人银行客户、私人银行潜在客户的网点平均分布.........18
表 3.2 有关 F 银行的 SWOT 矩阵分析....19目录
XIII
目录
摘要....I
ABSTRACT ........... III
插图索引...... V
表格索引....VII
符号对照表.IX
缩略语对照表.........XI
目录.......... XIII
第一章 绪论.1
1.1 本文所研究的背景及意义 . 1
1.1.1 本文所研究的背景 .. 1
1.1.2 论文研究的意义 ...... 1
1.2 国内外的研究现状 . 1
1.2.1 国外有关战略的理论研究 .. 1
1.2.2 国内有关战略的理论研究 .. 3
1.2.3 金融企业发展战略研究 ...... 3
1.3.研究的方法 . 4
1.4.研究的目的 . 5
第二章 F 银行市场发展战略现状..7
2.1 F 银行的介绍 .......... 7
2.1.1F 银行的概况7
2.1.2F 银行的发展现状 .... 8
2.2F 银行业务的定位 ... 9
2.3 F 银行市场发展战略的现状.......... 9
2.4 F 银行发展战略中存在的问题.
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