2008 年金融危机以后，从国际政治经济形势看，国际政局动荡多变，全球 经济缓慢恢复增长动力，“逆全球化”浪潮涌动，汇率波动明显，国际贸易走势 不确定性增多。在对外经济环境影响下，中国国内经济增长速度逐渐减缓，但“一 带一路”战略和人民币进一步市场化，正在推动中国形成全面开放新格局，对外 贸易前景更加广阔。银行国际业务以它低成本高收益的优势，逐渐成为银行激烈 争夺的业务领域。严峻复杂的外贸形势和激烈的同业竞争，对农发行甘肃分行国 际业务的进一步发展形成挑战。 基于以上背景，本文研究农发行甘肃分行如何根据政策性银行自身实际，结 合发展战略目标，找准自身在市场中的定位，通过制定国际业务营销策略，来加 快扩张国际业务市场规模的发展步伐，提高银行的可持续发展能力。本次研究中， 首先对国内外现有的研究成果进行了一定的梳理和汇总，根据国际业务发展及营 销现状梳理出存在的问题；其次分析农发行甘肃分行国际业务内外部营销环境, 运用 SWOT 模型总结出国际业务营销的优劣势和挑战机遇；最后运用 STP 营销 定位确定目标市场，针对不同细分市场制定差异化服务手段，同时制定出基于 4P 营销理论，即加大产品创新力度、优化定价策略、完善渠道体系建设、制定 多样化促销活动的营销策略，并辅以配套保障措施。 本文以农发行甘肃分行为研究对象，制定出有针对性的国际业务营销策略方 案，以期其充分发挥自身优势，突破内外部业务发展瓶颈,在激烈的市场环境中 不断提高核心竞争力。 关键词：农发行；国际业务；营销策略兰州大学硕士学位论文 农发行甘肃分行国际业务营销策略研究 II ASTRATEGY RESEARCH ON THE INTERNATIONAL BUSINESS MARKETING OFADBC GANSU BRANCH Abstract After the financial crisis in 2008, the international political and economic situation shows that the international political situation is volatile, the global economy is slowly recovering its growth momentum, the anti-globalization trend is surging, the exchange rate fluctuations are obvious, and the trend of international trade is more uncertain. Under the influence of the external economic environment, China's domestic economic growth is gradually slowing down, but the One Belt And One Road strategy and the further marketization of the RMB are pushing China to form a new pattern of comprehensive opening up and have a broader prospect of foreign trade. Due to its advantages of low cost and high yield, international business has gradually become the business field that Banks compete fiercely for. The severe and complicated foreign trade situation and the fierce competition of the same trade pose challenges to the further development of international business of Gansu branch of agricultural development bank. Based on the above background, this paper studies how ADBC Gansu branch finds its position in the market according to the policy requirements and the development strategic objectives. By making the international business marketing strategy, the development pace of expanding the international business market scale is accelerated and the sustainable development ability of the bank is improved. In this study, we first sorted out and summarized the existing research results at home and abroad, and then sorted out the existing problems by studying the development status of international business of ADBC Gansu branch. Secondly, after analyzing the internal and external marketing environment, SWOT model is used to summarize the advantages and disadvantages of international business marketing, as well as the threats and opportunities. Finally, according to the analysis conclusion, STP marketing positioning is used to determine the target market, and differentiated service means are developed for different market segments. Meanwhile, based on 4P marketing theory, corresponding marketing strategies are proposed from the following兰州大学硕士学位论文 农发行甘肃分行国际业务营销策略研究 III four aspects: strengthening the rationality, feasibiliting of pricing strategy, improving the channel system construction and developing diversified promotional activities. And put forward supporting safeguard measures. Taking ADBC Gansu branch as the research object, this paper proposes targeted international business marketing strategies, in order to give full play to its own advantages,break through the bottleneck of internal and external business development, and continuously improve the core competitiveness in the fierce market environment. Keywords:ADBC, International Business, Marketing Strategy兰州大学硕士学位论文 农发行甘肃分行国际业务营销策略研究 IV 目 录 中文摘要......................................................................................................I Abstract......................................................................................................II 第一章 绪论................................................................................................1 1.1 研究背景与意义............................................................................................1 1.1.1 研究背景....................................................................................................1 1.1.2 研究意义....................................................................................................2 1.2 研究内容与思路............................................................................................2 1.2.1 研究内容....................................................................................................2 1.2.2 研究思路....................................................................................................3 1.3 研究方法与工具............................................................................................3 1.3.1 研究方法....................................................................................................3 1.3.2 研究工具....................................................................................................4 第二章 相关理论综述...............................................................................5 2.1 银行国际业务概述........................................................................................5 2.1.1 银行国际业务的定义................................................................................5 2.1.2 国际业务产品............................................................................................5 2.2 营销管理相关理论概述................................................................................6 2.2.1 市场营销理论............................................................................................6 2.2.2 4Ps 营销策略.............................................................................................6 2.2.3 STP 目标市场营销理论............................................................................7 2.3 国内外相关文献综述....................................................................................7 2.3.1 国外研究文献综述....................................................................................7 2.3.2 国内研究文献综述....................................................................................8 2.3.3 国内外研究现状总结................................................................................8兰州大学硕士学位论文 农发行甘肃分行国际业务营销策略研究 V 第三章 农发行甘肃分行国际业务营销现状及问题.............................10 3.1 农发行甘肃分行国际业务发展概况..........................................................10 3.1.1 农发行甘肃分行简介..............................................................................10 3.1.2 农发行甘肃分行国际业务概况..............................................................10 3.2 农发行甘肃分行国际业务营销现状..........................................................15 3.2.1 国际业务产品及定价..............................................................................15 3.2.2 国际业务客户群......................................................................................17 3.2.3 国际业务人员队伍..................................................................................19 3.2.4 国际业务营销渠道..................................................................................19 3.3 农发行甘肃分行国际业务营销存在的问题..............................................19 3.3.1 产品模式单一..........................................................................................20 3.3.2 定价优惠门槛较高..................................................................................20 3.3.3 营销渠道不畅通......................................................................................21 3.3.4 营销手段落后..........................................................................................21 3.3.5 营销服务意识淡薄..................................................................................22 3.3.6 激励机制不够健全..................................................................................22 第四章 农发行甘肃分行国际业务营销环境分析.................................23 4.1 农发行甘肃分行国际业务营销宏观环境分析..........................................23 4.1.1 政治环境分析..........................................................................................23 4.1.2 经济环境分析..........................................................................................23 4.1.3 社会文化环境分析..................................................................................25 4.1.4 技术环境分析..........................................................................................25 4.2 农发行甘肃分行国际业务营销行业竞争环境分析..................................26 4.2.1 买方的议价能力......................................................................................26 4.2.2 供方的议价能力......................................................................................27 4.2.3 现有竞争者之间的竞争..........................................................................27 4.2.4 潜在进入者的进入能力..........................................................................27兰州大学硕士学位论文 农发行甘肃分行国际业务营销策略研究 VI 4.2.5 替代品的威胁..........................................................................................28 4.3 农发行甘肃分行国际业务营销的内部环境分析......................................28 4.3.1 有形资源与无形资源..............................................................................29 4.3.2 企业能力..................................................................................................30 4.3.3 人力资源建设..........................................................................................30 4.3.4 企业文化..................................................................................................31 4.4 农发行甘肃分行国际业务营销 SWOT 分析................................................32 4.4.1 内部优势..................................................................................................32 4.4.2 内部劣势..................................................................................................33 4.4.3 外部机遇..................................................................................................33 4.4.4 外部威胁..................................................................................................34 4.4.5 构建 SWOT 分析模型.............................................................................34 第五章 农发行甘肃分行国际业务营销策略制定.................................36 5.1 农发行甘肃分行国际业务营销市场定位-STP 分析................................36 5.1.1 市场细分..................................................................................................36 5.1.2 目标市场..................................................................................................37 5.1.3 市场定位..................................................................................................37 5.2 农发行甘肃分行国际业务营销策略制定-4P 策略...................................38 5.2.1 产品策略..................................................................................................38 5.2.2 价格策略..................................................................................................40 5.2.3 渠道策略..................................................................................................41 5.2.4 促销策略..................................................................................................43 第六章 营销策略实施保障.....................................................................44 6.1 人力资源保障措施......................................................................................44 6.1.1 建立人才储备库......................................................................................44 6.1.2 强化人员培训..........................................................................................45 6.2 资源配置保障措施......................................................................................45兰州大学硕士学位论文 农发行甘肃分行国际业务营销策略研究 VII 6.2.1 争取信贷资源向国际业务倾斜..............................................................45 6.2.2 建立国际业务考核激励机制..................................................................45 6.3 风险管理保障措施......................................................................................46 6.3.1 加强汇率风险、国别风险、洗钱风险防控..........................................46 6.3.2 严格监管政策执行，防控政策风险和洗钱风险..................................46 6.3.3 加强人员操作风险的防控......................................................................47 6.4 信息化建设保障措施..................................................................................47 6.4.1 加快国际业务信息化建设......................................................................47 6.4.2 建立信息共享平台..................................................................................48 第七章 结论与展望.................................................................................49 7.1 主要结论......................................................................................................49 7.2 研究展望......................................................................................................50