A银行公司信贷业务营销管理优化研究
摘
要
近年来，伴随着中国经济的快速发展，市场对金融产品的需求越来越大，形式也越
来越丰富。而在支持实体经济发展的众多要素中，金融要素的支持至关重要。公司信贷
作为支持大中型企业资金需求的主力，在对实体经济金融支持方面，起着重要的示范引
领作用，起着优化、整合社会资源配置的重要作用，起着对实体经济输血造血的重要作
用。同时，随着国家近几年日趋严格的金融监管，对银行经营提出了更高的要求。银行
公司信贷业务的发展也越来越难。虽然发展环境较为艰难，但对比同业公司信贷业务发
展情况，A银行在辖内公司信贷业务领域的发展情况仍显得有些落后。
本文基于营销管理的视角，按照“发现问题、分析问题、解决问题”的思路，通过
对 A银行公司信贷营销过程中管理活动的分析来寻找问题与解决方案。首先，在问题发
现方面，借助问卷调查工具，按照营销管理的基本原理并参考国内外相关文献，从 A银
行营销的计划、营销组合、营销组织、执行、控制等方面设计了相关调查问题，对 A银
行公司信贷营销管理深入调查分析。同时还通过人员访谈的方式，进一步对具体问题进
行深入分析。其次，在分析问题方面，结合问卷调查及访谈情况，发现 A银行在公司信
贷营销管理方面存在的主要问题一是 A银行在公司信贷营销计划制定不科学，未有效对
市场机会进行分析，同时也未形成自身的发展战略与市场定位。二是营销组合参差不齐，
未统筹各要素形成营销合力。三是营销组织较为分散，跨部门协作较为薄弱。四是营销
执行监督方式较为单一，控制措施不够完善。最后，在解决问题方面，本文借助 PEST
分析法，结合 A银行公司信贷的主要优势，分析了 A银行公司信贷业务的市场机会，
并提出了科学制定营销计划的意见。借助 STP理论，并结合市场机会，给出了 A银行
的目标市场选择的建议。借助 7P理论的分析，结合 A银行营销组合存在的不足，提出
了相应要素的优化建议。通过对 A银行营销组织问题的剖析，指出要健全市场营销组织，
加大跨部门协作力度。在营销控制方面，要丰富营销执行控制措施，考核还需配套建设
性帮扶机制。相应的建议与优化措施，为 A银行未来公司信贷业务营销管理提供了一定
的参考。
关键词：A银行；公司信贷业务；优化；营销管理
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Abstract
Abstract
In recent years, with the rapid development of China, the market's demand for financial
products has become greater and more diverse. Among the factors that support the
development of the real economy, financial factor is crucial. As the main force supporting the
capital needs of large and medium-sized enterprises, corporate credit plays an important
exemplary and guiding role in financial support to the real economy, plays an important role
in optimizing and integrating the allocation of social resources, and plays an important role in
blood transfusion and hematopoiesis in the real economy. At the same time, with the country’s
increasingly strict financial supervision in recent years, higher requirements have been placed
on bank operations, which has created a certain resistance for Bank A in the development of
corporate credit. However, compared with the development of peer companies, The
development of bank A appears to be somewhat lagging.
Based on the perspective of marketing management, with the idea of "discovering
problems, analyzing problems, and solving problems", this article looks for problems and
solutions through the analysis of management activities in the credit marketing process of
Bank A. First, in terms of problem discovery, in accordance with the basic principles of
marketing management and with reference to relevant domestic and foreign literature,
relevant survey questions were designed from the aspects of bank A's marketing management
plan, marketing mix, marketing organization, execution, control, etc., with the help of
questionnaire survey tools. Investigated the problems and deficiencies in the credit marketing
management of Bank A. In order to verify the authenticity of the results of the questionnaire
survey, in-depth analysis of specific issues was carried out through interviews. Secondly, in
terms of problem analysis, combined with questionnaire surveys and interviews, it was found
that Bank A’s main problems in corporate credit marketing management were that Bank A’s
corporate credit marketing plan was unscientific and failed to effectively analyze market
opportunities. Nor has it formed its own development strategy and market positioning. The
second is that the marketing mix is uneven, and the various elements have not been
coordinated to form a joint marketing force. Third, the marketing organization is relatively
scattered, and cross-departmental collaboration is relatively weak. Fourth, the supervision
method of marketing execution is relatively simple, and the control measures are not perfect.
Finally, in terms of problem solving, this article uses the PEST analysis method to analyze the
regional environment, combined with the main advantages of Bank A's credit, analyzes the
market opportunities of Bank A's credit business, and puts forward suggestions for
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A银行公司信贷业务营销管理优化研究
scientifically formulating marketing plans. Through the theoretical analysis of STP, combined
with market opportunities, recommendations for bank A's target market selection are given.
Through the analysis of the 7P theory, combined with the deficiencies in the marketing mix of
Bank A, the optimization suggestions for the corresponding elements are put forward.
Through the analysis of the problems of the marketing organization of Bank A, it is pointed
out that it is necessary to improve the marketing organization and strengthen
cross-departmental collaboration. In terms of marketing control, in order to enrich marketing
execution control measures, the assessment also needs a supporting constructive assistance
mechanism. The corresponding suggestions and optimization measures provide a certain
reference for Bank A's future corporate credit business development.
Key Words: Bank A; Corporate credit; Optimization; Marketing management
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