I 摘要 在中国经济进入新时代背景下，2020年初，国家提出了建设成渝地区双城经济 圈又一个重大战略，是加快推动西部地区经济社会迈向高质量发展的重要举措。邻水 县作为连接成渝地区的川东门户，被纳入县域集成改革首批试点名单，正积极与重庆 渝北、梁平、合川、两江新区、长寿区、垫江县、果园港等区县合作搭建“七大合 作平台”，川渝两省市重点推进的9个功能平台中邻水独占3个，高竹新区是国内唯 一的跨省共建新区、川渝合作首个新区，高竹新区的成立，必将为邻水引进一批优质 企业，为邻水县金融机构带来潜在优质客户。随着成渝地区双城经济圈建设快速推进， 多项宏观政策陆续实施，将为银行业的发展带来新的机遇和挑战。 本文以工行邻水支行为例，通过对双城经济圈建设宏观环境分析，结合工行邻水 支行在公司业务经营中的问题，运用SWOT分析，提出工行邻水支行抓住双城经济圈 建设契机，提升公司业务市场竞争力的营销策略转型方向应从目标客户定位、产品创 新、服务渠道、关系维护等方面进行调整。总结出了营销策略顺利实施的具体措施应 该从服务优化和产品创新、拓宽服务渠道、实施差异化定价、加强优质信贷市场拓展、 强化营销宣传、提升内部管理等方面着力改善加强，以期达到预期经营目标。 关键词：双城经济圈公司业务营销策略金融产品创新 Abstract II Abstract UnderthebackgroundofChina'sneweconomicera,atthebeginningof2020,the stateputforwardanothermajorstrategytobuildChengdu-ChongqingEconomicCircle, whichisanimportantmeasuretoacceleratetheeconomicandsocialdevelopmentofthe westernregiontowardshighquality.LinshuiCounty,asthegatewayofEasternSichuan connectingChengduandChongqing,hasbeenincludedinthefirstpilotlistofcounty integratedreform,andisactivelycooperatingwithChongqingYubei,Liangping,Hechuan, LiangjiangNewDistrict,ChangshouDistrict,DianjiangCounty,guoyuangangandother districtsandcountiestobuildanewcountyAmongthe"sevencooperationplatforms", LinshuiownsthreeoftheninefunctionalplatformspromotedbySichuanandChongqing provinces.GaozhunewareaistheonlynewareajointlybuiltacrossprovincesinChina andthefirstnewareaofSichuanChongqingcooperation.TheestablishmentofGaozhu newareaisboundtointroduceanumberofhigh-qualityenterprisestoLinshuiandbring potentialhigh-qualitycustomerstothefinancialinstitutionsofLinshuicounty.Withthe rapiddevelopmentoftheconstructionofChengduChongqingdoublecityeconomiccircle andtheimplementationofanumberofmacropolicies,itwillbringnewopportunitiesand challengestothedevelopmentofthebankingindustry. ThispapertakestheindustrialandCommercialBankofChinaLinshuisubbranchas anexample,throughtheanalysisofthemacroenvironmentoftheconstructionofthe doublecityeconomiccircle,combinedwiththeproblemsoftheindustrialandCommercial BankLinshuisubbranchinthecompany'sbusinessoperation,usingSWOTanalysis,puts forwardthemarketingstrategytransformationdirectionoftheindustrialandCommercial BankofChinaLinshuisubbranchtoseizetheopportunityoftheconstructionofthe doublecityeconomiccircleandenhancethecompany'sbusinessmarketcompetitiveness, whichshouldfocusonthetargetcustomerpositioning,productinnovation,servicechannel andrelationshipMaintenance,etc.Thispapersummarizesthespecificmeasuresforthe smoothimplementationofthemarketingstrategy,whichshouldbeimprovedand strengthenedfromtheaspectsofserviceoptimizationandproductinnovation,broadening servicechannels,implementingdifferentiatedpricing,strengtheningtheexpansionof high-qualitycreditmarket,strengtheningmarketingpublicity,andimprovinginternal management,soastoachievetheexpectedbusinessobjectives. Abstract III Keywords:Chengdu-ChongqingEconomicCircle;CorporateBanking;Marketing Strategy;FinancialProduct;Innovation 目录 IV 目录 摘要....................................................................................................................................I Abstract..............................................................................................................................II 第一章绪论..........................................................................................................................1 1.1研究背景及意义.....................................................................................................1 1.1.1研究背景.....................................................................................................1 1.1.2研究目的和意义.........................................................................................2 1.2国内外研究现状.....................................................................................................3 1.2.1国内研究发展现状.....................................................................................3 1.2.2国外研究发展现状....................................................................................4 1.3研究方法.................................................................................................................6 1.4研究框架.................................................................................................................6 第二章相关理论基础..........................................................................................................7 2.1STP战略营销理论..................................................................................................7 2.24P理论....................................................................................................................7 2.3客户关系营销理论.................................................................................................8 第三章工行邻水支行公司业务发展现状分析..................................................................9 3.1工行广安分行总体情况..........................................................................................9 3.2邻水县县情..............................................................................................................9 3.2.1邻水县域情况.............................................................................................9 3.2.2邻水县银行金融机构基本情况..............................................................11 3.2.3邻水县金融机构存贷款业务状况..........................................................11 3.3工行邻水支行公司业务发展现状.......................................................................12 3.3.1工行邻水支行概况...................................................................................12 3.3.2工行邻水支行公司业务类型...................................................................13 3.3.3工行邻水支行公司业务发展中存在的问题...........................................13 目录 V 3.4工行邻水支行公司业务营销策略现状分析........................................................16 3.4.1公司业务营销机制...................................................................................16 3.4.2当前公司业务营销策略...........................................................................16 3.4.3当前营销策略存在的主要问题..............................................................17 第四章成渝双城经济圈建设对商业银行经营发展带来的影响....................................19 4.1成渝双城经济圈建设为商业银行提供了较大发展机遇...................................19 4.1.1产业升级为商业银行提供较大的市场机遇...........................................20 4.1.2基础设施项目建设将为商业银行提供优质资源...................................20 4.1.3区域合作将会引进大量外地资金...........................................................21 4.2商业银行支持成渝双城经济圈建设面临较大挑战............................................21 4.2.1现有服务渠道不能有效满足客户需求...................................................21 4.2.2客户金融服务多元化需求不能得到满足...............................................21 4.2.3信贷政策产品不能满足双城经济圈建设的项目准入要求...................21 4.3工行邻水支行公司业务发展SWOT分析.............................................................22 4.3.1优势分析（Strength）...........................................................................22 4.3.2劣势分析（Weakness）..........................................................................23 4.3.3机遇分析(Opportunity).........................................................................23 4.3.4威胁分析(Threat)..............................................