I 摘要 目前，我国宏观经济形势复杂，不确定性增强。国际上，中美贸易战局势 朦胧，美元加息，人民币贬值压力渐增。国内经济增速放缓，楼市降温、供给 侧改革、环保改革，这一系列政策的出台给国内经济发展带来阵痛。银行业也 难以独善其身，企业和银行唇齿相依，企业经营难度增大，银行贷款不良率同 步提升。如何走出这种困境，积极处理国内外的各种繁杂关系，增强银行应对 风险能力、价值创造力，银行就不得不进行同步调整，从产品创新到营销方式 创新，刻不容缓。对公资产业务和负债业务对任何一家商业银行来说都举足轻 重，因此对公业务产品创新和营销策略创新的重要性不言而喻。我国商业银行， 公司业务经营的好坏直接关系到银行的整体盈利能力，甚至影响到银行的生死 存亡，银行业有句流行语，无公不富，无私不稳，可见公司业务是商业银行收 入的根本。在不断变化的市场环境下，如何增强对公业务核心竞争力，如何对 优质客户形成持久的吸引力，从而确保相关业务持续稳定增长，增加银行总体 竞争力，这些都是各家银行不得不面对重要问题。 本文以广东省交通银行 HD 支行（下文简称“交行 HD 支行”）为案例，对 我国商业银行对公业务市场营销策略进行研究。作者通过总结国内外学者对于 商业银行营销策略的研究成果，再结合自身多年的商业银行对公业务营销实践， 理论联系实际，提出我国商业银行对公业务市场营销策略创新迫在眉睫这一中 心理论。通过案例分析法，佐证论点。本文运用 PEST 模型和 SWOT 理论分析工 具，全面分析了交行 HD 支行的经营现状、所面临的市场环境以及困难所在。先 后分析了当下我国宏、微观经济环境，帮助交行 HD 支行重新进行自我定位。通 过细分市场的基础上，找准目标客户，提出具体营销方案以及营销策略。分析 交行 HD 支行成功的营销案例，佐证了公司业务产品创新和营销策略创新的重要 性，继而引出互联网金融创新给商业银行带来的启示，得出商业银行公司业务 创新和新环境下营销策略创新的必要性和迫切性。摘要 II 希望本文的研究能够对交行 HD 支行构建系统的对公业务市场营销策略，提 升综合竞争能力，实现持续稳定发展有所帮助。 关键词，交通银行、对公业务、营销策略、创新ABSTRACT I ABSTRACT At present,the current macroeconomic situation is complex, making the uncertainty upgrade . On one hand,internationally, the situation of Sino-US trade war is rampant and the interest rates of US dollar is rising . On the other hand,domestically,the pressure of RMB depreciation is gradually enhancing , which slows down the growth of domestic economy and cool down the estate market. Supply-side reform as well as environmental protection reforms has brought pains to the domestic economic development,which makes it difficult for the banking industry to maintain its integrity, Enterprises and banks depend on each other, bringing more difficulty for them to operate and increasing the rate of non-performing loans synchronously. In order to get out of this predicament ,cope with both the changes in the international and domestic situation, and improve the ability to withstand risks , enhance value creativity, the banking industry has to make simultaneous adjustments, which vary from product innovation to marketing innovation immediately. In particular, it is necessary to strengthen the innovation of public service products and marketing strategies accounting for more than half of the total assets and liabilities of commercial banks. China's commercial Banks, in which the quality of public business is directly related to the overall profitability of the bank determines the survival and development of the bank to some extent. There is a popular saying in banking industry: public business enriches the bank and the private business stables the bank. It is clear that corporate business is an important source of bank profit. Therefore, in the face of the new market environment, what kind of marketing strategy we should use to enhance the competitiveness of the public business market, create a lasting appeal to quality customers, achieve truly sustainable and rapid development of the business has become a common and essential issue .摘要 II This paper takes HD branch of bank of communications as an example, studying the marketing strategy of China's commercial Banks for corporate business. By summarizing the research results of domestic and foreign scholars on the marketing strategies of commercial Banks, combining the marketing practices of commercial Banks in public businesses for many years, the author puts forward a central theory that it is urgent for commercial Banks to innovate marketing strategies of public businesses in China. By analyzing the case and supporting the argument, the author applied PEST model and SWOT theory analysis tools, comprehensively parsing the operation status, market environment and difficulties that HD Branch of Bank of Communications faced, Besides,the paper analyzed the current macro and micro economic environment of China successively, helping HD Branch of Bank of Communications to Relocate itself. On the basis of market segmentation, the author put forward the marketing plans and product marketing strategies to find the target customers, Through the analysis of the successful marketing cases of HD sub-branch of bank of communications, this paper proves the importance of business product and marketing strategy innovation in the company, leading to the enlightenment brought by Internet financial innovation to commercial Banks, At last ,It concludes the necessity and urgency of business innovation and marketing strategy innovation of commercial Banks in the new environment. It is hoped that this study will be helpful to the construction of HD Branch's public business marketing strategy,which can improve its comprehensive competitiveness and achieve sustainable and stable development. Keywords: Bank of communications 、 Corporate business 、 Marketing strategy、Innovation目 录 I 目 录 摘要.....................................................................................................I 第一章 绪论...............................................................................................1 第一节 研究背景及意义......................................................................................... 1 一、研究背景....................................................................................................... 1 二、研究意义....................................................................................................... 2 第二节 技术路线和方法......................................................................................... 3 一、技术路线....................................................................................................... 3 二、研究方法....................................................................................................... 4 第三节 研究内容及可能的创新点......................................................................... 4 一、本文主要研究内容....................................................................................... 4 二、可能的创新点............................................................................................... 6 第二章 相关文献综述...............................................................................7 第一节 国外相关文献............................................................................................. 7 第二节 国内相关文献............................................................................................. 8 第三节 简要评述................................................................................................... 11 第三章 交行 HD 支行对公业务营销现状.............................................. 12 第一节 交行 HD 支行及其对公业务简介............................................................. 12 一、交行 HD 支行简介....................................................................................... 12 二、交行 HD 支行对公业务简介....................................................................... 15 第二节 交行 HD 支行对公业务市场营销现状..................................................... 15 一、区域经济及产业结构................................................................................. 16目 录 II 二、区域内同业情况......................................................................................... 18 第四章 交行 HD 支行营销环境分析.....................................................19 第一节 宏观环境分析......................................................................................... 19 一、政治法律因素............................................................................................. 20 二、经济因素..................................................................................................... 21 三、社会文化因素............................................................................................. 22 四、技术因素..................................................................................................... 23 第二节 竞争环境分析......................................................................................... 24 一、商业银行之间的竞争................................................................................. 24 二、潜在进入者的竞争..................................................................................... 25 三、替代品的威胁............................................................................................. 25 四、供应商和客户的议价能力......................................................................... 26 第三节 交行 HD 支行 SWOT 分析......................................................................... 27 一、优势分析..................................................................................................... 28 二、劣势分析..................................................................................................... 29 三、机遇分析..................................................................................................... 30 四、威胁分析..................................................................................................... 31 第五章 交行 HD 支行对公业务营销策略分析......................................33 第一节 对公业务营销的市场细分与目标市场选择......................................... 33 一、市场细分..................................................................................................... 33 二、目标客户选择............................................................................................. 34 第二节 内部营销策略......................................................................................... 35 一、经营理念创新............................................................................................. 35 二、金融产品创新............................................................................................. 36目 录 III 三、信息管理创新............................................................................................. 37 四、人才培养创新............................................................................................. 37 第三节 外部营销策略......................................................................................... 38 一、锁定营销目标，确立主攻方向................................................................. 38 二、细化营销对象，实施差别服务................................................................. 38 三、全方位出击，多管齐下抢市场................................................................. 39 第四节 实践案例................................................................................................. 41 第六章 总结与展望.................................................................................43 第一节 主要结论................................................................................................. 43 第二节 研究展望................................................................................................. 43