Abstract
Supply chain finance is a credit financing product provided by
commercial banks to core enterprises and upstream enterprises with the
supply chain as a whole and the core enterprises of the industrial chain
as the center. Under the background of "difficult financing" and
"expensive financing", commercial banks can provide financing
opportunitiesforsmallandmedium-sizedenterprisesthroughsupplychain
finance, reduce financing costs and improve productivity. As a result of
Chinese supply chain management started late, the development and
marketing of supply chain financial products are not mature, but the
supply chain financial business has developed rapidly and has become an
important part of the financial business of commercial banks. Therefore,
the marketing of supply chain financial business is an important research
topic of commercial bank marketing, which has theoretical and practical
significance. Bank G is a regional joint-stock commercial bank located
in province g, and it is also a bank with fast supply chain financial
business in province G. In the financial business of bank G, the supply
chainfinancialbusinessalsoaccountsforacertainproportion.Thestudy
of the bank's supply chain financial business marketing strategy has
reference value for commercial banks in most parts of China.
Thispapercombinestheorywithpractice,takesbankGastheresearch
object, analyzes the current marketing situation of bank G's existing
supply chain financial products based on supply chain finance, supply
chain financial financing mode and 4P marketing theory, and uses SWOT
analysistooltoanalyzethesupplychainfinancialmarketingenvironment
ofbankGfromfouraspects:advantages,disadvantages,opportunitiesand
threats, Bank G should choose the growth development strategy under the
current environment. Finally, it puts forward the optimization strategy
of G bank's supply chain financial marketing from the aspects of product,
price, channel and promotion. Among them, the product strategy includes
developing combined supply chain financial products and increasing the
innovation of characteristic industrial products; The pricing strategy

includes skimming pricing strategy for high share market, penetration
pricing strategy for new or low share market and combination pricing
strategyforhigh-qualityorhighloyaltycustomers;Thechannelstrategy
includes transforming a single enterprise into a whole supply chain
enterprise marketing and promoting the online supply chain financial
service system; Promotion strategies include improving the publicity
breadth of supply chain products, making full use of public relations to
promote supply chain business, improving personnel communication
efficiency, expanding market influence and increasing customer
interaction experience to enhance product publicity. At the same time,
it provides guarantee measures for G bank in terms of human resources,
risk prevention and control, overall linkage mechanism and management
informationsystem,andprovidesreferenceforthemarketingofitssupply
chain financial products
Keywords: Supply chain finance; marketing strategy; commercial bank; 4P
marketing theory; SWOT analysis

目录
摘要..........................................................................................................................III
Abstract........................................................................................................................IV
目录..........................................................................................................................VI
第1章绪论..................................................................................................................1
1.1研究背景.........................................................................................................1
1.2研究意义.........................................................................................................2
1.3国内外研究综述.............................................................................................2
1.3.1供应链金融相关研究..........................................................................2
1.3.2金融产品营销策略相关研究..............................................................4
1.3.3研究述评..............................................................................................4
1.4研究内容及方法.............................................................................................5
1.4.1研究内容..............................................................................................5
1.4.2研究方法..............................................................................................6
1.5本章小结.........................................................................................................7
第2章理论基础..........................................................................................................8
2.1供应链与供应链金融.....................................................................................8
2.1.1供应链及其构成..................................................................................8
2.1.2供应链金融及其特点..........................................................................9
2.2供应链金融的模式........................................................................................9
2.2.1应收账款融资......................................................................................9
2.2.2存货融资............................................................................................10
2.2.3预付款融资........................................................................................10
2.2.4订单融资............................................................................................11
2.3 4P营销理论.................................................................................................12
2.4 SWOT分析.....................................................................................................13
2.5本章小结......................................................................................................14
第3章 G银行供应链金融营销现状.........................................................................15
3.1产品情况......................................................................................................15
3.1.1应收账款融资....................................................................................16
3.1.2存货融资............................................................................................17
3.1.3订单融资............................................................................................18
。。。以下略