摘要
摘要
2012年至2020年，X银行的债券承销规模在这九年里稳居股份制商业银行
的榜首，同时在2018至2020年里X银行的债券承销规模和债券承销数量连续
三年位居全市场双榜首。X银行已是市场公认的国内债券承销实力最强的金融
机构之一，但作为X银行省内建设重点分行之一的Y分行，无论是在与X银行
系统内或者辖区内系统外的同业机构的对比中，其债券承销业绩均不具备领先
优势，呈现出与总行发展方向不一致的现象。
本文以X银行Y分行为研究对象，结合历年业务落地数据、对营销客户的
访谈问卷以及多年工作实践经验，通过纵向比较研究对象与系统内其他分行的
债券承销业绩、横向比较研究对象与辖区内同业其他竞争对手债券承销业绩，
交叉维度对比突出X银行Y分行债券承销存在如下几个营销方面的问题：承揽
客户数量不足，创新产品落地匮乏，综合效益带动不足。在此基础上，从外部
影响因素和内部影响因素分别揭示了前述问题的成因。
通过对辖区内22家已发行过债券的客户及8家拟发行债券的客户进行了问
卷访谈，结合访谈结果，从X银行Y分行的实际情况出发，本文建议运用新4P
营销理论从“人员、流程、方案、绩效”四个角度优化X银行Y分行债券承销
业务的营销策略；在具体细分角度中结合关系营销策略提出对外团结竞争对手、
发展客户长期关系，对内建设内部员工，做好关系营销的全面提升，避免营销
近视现象；结合本地产业特色及客户特性，紧抓当下监管政策关注的“数字经
济、海洋经济、绿色经济、文旅经济”四大经济热点，争取监管红利，提出区
域特色差异化营销方向。X银行Y分行应从“制度、组织、文化、人员、系统”
五个方面做好营销策略的实施保障。
本文研究旨在立足实际，针对 Y市 X银行债券承销业务的营销中存在的具
体问题进行分析，突出营销策略和实施建议。该研究具备现实应用价值，也为
有类似现象的同业金融机构提供参考借鉴。
关键词:商业银行；债券承销；营销策略
I
华侨大学硕士学位论文
Abstract
From 2012 to 2020, the bond underwriting scale of X Bank has ranked top among
the joint-stock commercial banks for nine years, while the bond underwriting scale
and the number of bonds underwritten by X Bank have ranked top in the market for
three consecutive years from 2018 to 2020. However, Y Branch, one of the key
branches in the construction of X Bank in the province, does not have the leading
edge in bond underwriting performance, either in the system of X Bank or in the
comparison of peers in the jurisdiction, showing inconsistency with the development
direction of the head office.
In this paper, we compare the bond underwriting performance of Y Branch of X
Bank with other branches in the system and with other competitors in the same
industry in the jurisdiction through vertical comparison and cross-dimensional
comparison, and highlight the following marketing problems in bond underwriting
of Y Branch of X Bank:Insufficient number of contracted customers, lack of
innovative products on the ground, and insufficient comprehensive benefit drive.On
this basis, the causes of the aforementioned problems are revealed in terms of
external and internal influencing factors, respectively.
Through questionnaire interviews with 22 customers who have issued bonds and
8 customers who intend to issue bonds in the jurisdiction, and based on the interview
results, this paper suggests optimizing the bond underwriting business of X Bank Y
Branch from four perspectives of "people, process, program and performance" by
applying the new 4P marketing theory. In the specific segmentation perspective, the
paper proposes to unite competitors and develop long-term customer relationships
externally, and build internal staff internally to improve the overall relationship
marketing and avoidmarketing myopia; combine the characteristicsof local
industries and customers, and grasp the four economic hotspots of "digital economy,
marine economy, green economy and cultural tourism economy" that are the focus
of the current regulatory policy.X Bank Y branch should do a good job in the
II