本文選題：債務融資工具　切入點：承銷業(yè)務　出處：《南京農業(yè)大學》2013年碩士論文　論文類型：學位論文

【摘要】：為響應國務院關于大力發(fā)展中國資本市場的號召,進一步活躍貨幣市場,2005年人民銀行公布了《短期融資券管理辦法》,我國商業(yè)銀行開始正式開辦非金融企業(yè)債務融資工具承銷業(yè)務。債務融資工具承銷業(yè)務拓寬了企業(yè)融資渠道,對商業(yè)銀行轉變經營模式、調整業(yè)務結構、創(chuàng)新服務方式、提高中間業(yè)務收入有著積極的促進作用。非金融企業(yè)債務融資工具承銷業(yè)務逐漸成為各商業(yè)銀行爭取優(yōu)質客戶的有力武器,也逐漸成為商業(yè)銀行轉型發(fā)展過程中的重要手段。在目前市場環(huán)境及內部環(huán)境下,如何發(fā)展好債務融資工具承銷業(yè)務,如何對該業(yè)務進行營銷,是許多商業(yè)銀行需要考慮的的問題,亦是HX銀行南京分行所面臨的重要課題。本論文以HX銀行南京分行開展債務融資工具承銷業(yè)務為例,從我國債務融資工具市場發(fā)展入手,提出債務融資工具承銷業(yè)務對于商業(yè)銀行轉型發(fā)展具有重要的意義,接著,對HX銀行南京分行開展債務融資工具承銷業(yè)務的發(fā)展環(huán)境進行分析,包括行內現(xiàn)狀的分析對比以及外部發(fā)展環(huán)境包括所在地區(qū)和同業(yè)的分析,從而提出其開展該業(yè)務面臨的問題,并著重對HX銀行南京分行開展債務融資工具承銷業(yè)務的內外部環(huán)境進行SWOT分析,提出其應采取的戰(zhàn)略。針對此戰(zhàn)略提出HX銀行南京分行的目標客戶定位和目標產品定位及對應的營銷策略,同時提出營銷策略實施的保障措施。本論文共分為五個部分,第一部分是論文的研究背景、研究問題和目的、研究思路和方法以及主要理論和文獻；第二部分對我國債務融資工具發(fā)展現(xiàn)狀進行分析,提出發(fā)展債務融資工具承銷業(yè)務的必要性;第三部分分析了HX銀行南京分行債務融資工具發(fā)展環(huán)境進行分析,提出其存在問題；第四部分運用SWOT方法對HX銀行南京分行債務融資工具承銷業(yè)務的內外部環(huán)境進行分析,提出發(fā)展戰(zhàn)略；第五部分提出HX銀行南京分行債務融資工具承銷業(yè)務發(fā)展目標和對應策略,并提出實現(xiàn)目標的保障措施。本論文對HX銀行南京分行開展債務融資工具承銷業(yè)務的內外部環(huán)境進行了較為深入的分析,詳細而全面的分析了其優(yōu)勢劣勢,尤其是對其發(fā)展債務融資工具承銷業(yè)務的目標客戶進行了市場定位,提出了債務融資工具各類產品的營銷策略及相應保障措施。本論文既為HX銀行南京分行債務融資工具承銷業(yè)務提供了發(fā)展對策,同時對其它商業(yè)銀行開展債務融資工具承銷業(yè)務也具有一定參考意義。
[Abstract]:In response to the State Council's call for vigorously developing China's capital market, In 2005, the people's Bank of China promulgated the "measures for the Management of Short-Term financing Bills", and commercial banks in China began to formally launch the underwriting business of non-financial enterprises' debt financing instruments, which has widened the channels for enterprises' financing. For commercial banks to change their business models, adjust their business structures, and innovate their service methods, The non-financial enterprises' debt financing instruments underwriting business has gradually become a powerful weapon for commercial banks to win over high-quality customers. In the current market environment and internal environment, how to develop the underwriting business of debt financing instruments, how to market the business, It is a problem that many commercial banks need to consider, and it is also an important subject that HX Bank Nanjing Branch faces. This paper takes the underwriting of debt financing instruments of HX Bank Nanjing Branch as an example, starting with the development of debt financing instruments market in China. The paper points out that the underwriting of debt financing instruments is of great significance to the transformation and development of commercial banks, and then analyzes the development environment of the underwriting business of debt financing instruments carried out by Nanjing Branch of HX Bank. Including an analysis of the current situation in the industry and an analysis of the external development environment, including that of the region and the same industry, thereby putting forward the problems it faces in carrying out the business. This paper also focuses on the SWOT analysis of the internal and external environment in which HX Bank Nanjing Branch carries out the underwriting business of debt financing instruments. In view of this strategy, the target customer orientation, target product positioning and corresponding marketing strategy of HX Bank Nanjing Branch are put forward. At the same time, the guarantee measures for the implementation of marketing strategy are put forward. This paper is divided into five parts. The first part is the research background, the research question and the goal, the research thought and the method, the main theory and the literature; the second part carries on the analysis to our country debt financing tool development present situation, The third part analyzes the development environment of debt financing tools in Nanjing Branch of HX Bank and puts forward the existing problems. Part 4th uses the SWOT method to analyze the internal and external environment of the underwriting business of debt financing tool of Nanjing Branch of HX Bank, and puts forward the development strategy. In the 5th part, we put forward the development target and corresponding strategy of the underwriting business of the debt financing tool of Nanjing Branch of HX Bank. This paper makes a deep analysis of the internal and external environment of the underwriting of debt financing tools of HX Bank Nanjing Branch, and analyzes its advantages and disadvantages in detail and comprehensively. In particular, the market positioning of its target customers for the development of debt financing instruments underwriting business, The marketing strategy and corresponding safeguard measures of various kinds of debt financing instruments are put forward. This paper provides the development countermeasures for the underwriting of debt financing tools in Nanjing Branch of HX Bank. At the same time for other commercial banks to carry out debt financing instruments underwriting business also has certain reference significance.
【學位授予單位】：南京農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33

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