当今银行业之间的竞争越来越激烈。在银行本身差异越来越小的情况下， 执行力的强弱决定了银行的兴衰成败。 本文以大型商业银行GB银行下属FP支行的对公营销执行力提升问题作为 主要研究对象。首先概览了FP支行近五年的发展情况，重点对其发展中的短板 业务对公存款存在的问题进行剖析，指出在基层支行执行力问题是最首要的问 题。为对支行的对公营销执行力作出全面客观的评价，通过引入平衡计分卡模 型建立了涵盖财务、客户、内部运营、学习发展四方面的评价体系。本论文利 用该体系，对FP支行的营销执行力做了一个系统性的分析与评价。结果显示， FP支行对公经营指标的连年下降是客户、内部运营、学习发展各项指标综合作 用的结果。 为了解决FP支行对公营销执行上存在的诸项问题，本文首先结合笔者的实 际经历探索了影响FP支行对公营销执行力的基本要素，发现了领导者的营销执 行能力、营销执行文化、人才培养机制、绩效考核和激励机制对支行的营销执 行力水平产生重要影响，并相应提出了四条在FP支行内部具有相对普适性的提 升其对公营销执行力水平的具体做法。 本文作为笔者将MBA学习与工作经历相结合得出的研究成果，对于现实工 作有指导意义。随着笔者工作阅历的增加，研究结果亦会不断完善。 关键字：商业银行；对公业务；营销执行力；平衡计分卡；提升策略 II Abstract Nowadays,thecompetitionamongthebankingindustryismoreandmorefierce. WiththedifferencesbetweenBanksbecomingsmallerandsmaller,thestrengthof executiondeterminesthesuccessorfailureofBanks. ThispaperfocusesontheimprovementofcorporatemarketingexecutionofFP branchofGBbank,alargecommercialbank.Firstofall,thedevelopmentofFP branchinthepastfiveyearswasreviewed,andtheproblemsexistinginthe developmentofitsshortboardbusinessonpublicdepositswereanalyzed.Inorderto makeacomprehensiveandobjectiveevaluationofthebranch'smarketingexecution, abalancedscorecardmodelwasintroducedtoestablishanevaluationsystem coveringfinance,customers,internaloperations,learninganddevelopment.This paperusesthissystemtomakeasystematicanalysisandevaluationofthemarketing executionofFPbranch.TheresultsshowthatthecontinuousdeclineofFPbranchto thepublicoperatingindexistheresultofthecomprehensiveeffectofcustomers, internaloperations,learninganddevelopmentindicators. InordertosolveFPbranchofmarketingexecutionontheproblemsoftheitems, thispapercombinedwiththeauthor'spracticalexperiencetoexploretheinfluence towardFPbranchofthebasicelementsofmarketingexecution,foundtheleaderof themarketingexecutionability,marketingexecutiveculture,talentcultivation mechanism,performanceappraisalandincentivemechanismofbranchmarketing executionlevelinfluence,andputsforwardfourcorrespondinginsidetheFPbranch hasArelativelyuniversaltowardenhancingitsmarketingexecutionlevelofconcrete practice. AsaresearchresultoftheauthorcombiningMBAstudyandworkexperience, thispaperhasguidingsignificanceforpracticalwork.Astheauthor'swork experienceincreases,theresearchresultswillcontinuetoimprove. Keywords:commercialbank;publicservice;marketingexecution;balanced scorecard;promotionstrategy III 目录 摘要.............................................................................................................I Abstract...................................................................................................II 第一章引言...............................................................................................1 第一节研究背景及意义.....................................................................................1 第二节研究方法和思路.....................................................................................2 第二章研究综述.......................................................................................3 第一节执行与执行力理论.................................................................................3 一执行的概念................................................................................................................3 二执行力理论与内涵....................................................................................................4 三影响执行力的因素....................................................................................................5 第二节营销执行力.............................................................................................5 一市场拓展能力............................................................................................................6 二产品专业能力............................................................................................................6 三客户维护能力............................................................................................................6 第三节平衡计分卡理论模型.............................................................................6 第三章GB银行FP支行业务发展情况分析...........................................8 第一节FP支行发展情况....................................................................................8 第二节FP支行对公存款分析..........................................................................10 一公司存款分析..........................................................................................................10 二机构存款分析..........................................................................................................16 三小结..........................................................................................................................20 第四章FP支行对公营销执行力评价体系的构建...............................21 第一节FP支行市场部现有考核方式及存在问题..........................................21 第二节FP支行对公营销执行力评价体系构建原则......................................22 第三节FP支行对公营销执行力评价体系的指标选取..................................22 IV 一财务指标..................................................................................................................23 二客户指标..................................................................................................................24 三内控运营指标..........................................................................................................25 四学习发展指标..........................................................................................................26 第四节评价体系的构建与权重确定...............................................................27 第五章FP支行对公营销执行力的评价分析.......................................29 第一节财务类指标评价分析...........................................................................29 一存款类指标分析......................................................................................................29 二贷款类指标分析......................................................................................................31 三中收类指标分析......................................................................................................32 四财务类指标评价分析总结......................................................................................33 第二节客户类指标评价分析...........................................................................34 一客户拓展类指标分析..............................................................................................34 二客户满意度指标分析..............................................................................................36 三客户类指标评价分析总结......................................................................................37 第三节内部运营类指标评价分析...................................................................38 一资产质量控制指标分析..........................................................................................38 二内控管理类指标分析..............................................................................................38 三内部运营类指标评价分析总结..............................................................................39 第四节学习发展类指标评价分析...................................................................39 一培训计划完成情况分析..........................................................................................39 二员工满意度指标分析....................................................................................