本文選題：農(nóng)業(yè)銀行　切入點：福建省分行　出處：《福建農(nóng)林大學》2013年碩士論文

【摘要】：國際貿(mào)易融資具有低風險、短周期和高收益的特點，且集中間業(yè)務(wù)與資產(chǎn)業(yè)務(wù)于一身，無論對銀行還是對進出口企業(yè)均起著積極的作用，近年來許多國際性銀行都紛紛加大其拓展力度。面對外資銀行和同業(yè)的威脅，作為國有大型上市商業(yè)銀行的農(nóng)業(yè)銀行福建省分行已意識到如何提高國際貿(mào)易融資業(yè)務(wù)市場占有率、如何提高貿(mào)易金融客戶的忠誠度等已成為其提高核心競爭力急需解決的問題。在這樣一個充滿機遇和挑戰(zhàn)的內(nèi)外部環(huán)境下，農(nóng)業(yè)銀行福建省分行必須面對的問題是如何改進國際貿(mào)易融資營銷方式，應(yīng)采取什么樣的營銷策略才能應(yīng)對激烈的市場競爭。 目前業(yè)界對商業(yè)銀行國際貿(mào)易融資營銷策略這方面的研究極少，所以本研究具有一定的理論價值和實際意義。本文基于服務(wù)營銷、銀行營銷及營銷策略等相關(guān)基礎(chǔ)理論，，以福建農(nóng)行國際貿(mào)易融資業(yè)務(wù)為研究對象，在參考國內(nèi)外文獻的基礎(chǔ)上，首先闡述了商業(yè)銀行國際貿(mào)易融資理論及營銷理論，并介紹了福建農(nóng)行國際貿(mào)易融資發(fā)展及營銷狀況，接著通過SWOT分析方法，充分分析了福建農(nóng)行發(fā)展國際貿(mào)易融資業(yè)務(wù)的優(yōu)勢、劣勢、機會和威脅，從而結(jié)合自身工作實際經(jīng)驗，找出制約福建農(nóng)行國際貿(mào)易融資營銷的因素，然后總結(jié)出了數(shù)種具有代表性的營銷策略，如市場細分、產(chǎn)品策略、分層管理、關(guān)系營銷、同業(yè)合作及專業(yè)化經(jīng)營等，并列舉了福建農(nóng)行國際貿(mào)易融資業(yè)務(wù)營銷解決方案，最后提出對福建農(nóng)行國際貿(mào)易融資業(yè)務(wù)發(fā)展趨勢的展望。本文針對上述問題，理論聯(lián)系實際，針對福建農(nóng)行如何營銷國際貿(mào)易融資業(yè)務(wù)做了大量的分析和研究，為福建農(nóng)行的國際貿(mào)易融資營銷策略提供了參考，為實現(xiàn)其長遠發(fā)展的目標和提升市場競爭能力提供了可靠的依據(jù)，完善和豐富了營銷策略的研究。
[Abstract]:International trade financing has the characteristics of low risk, short period and high yield, and it combines intermediate business with asset business, which plays an active role in both banks and import and export enterprises. In recent years, many international banks have stepped up their expansion efforts. In the face of threats from foreign banks and their peers, As a large state-owned listed commercial bank, the Fujian Branch of Agricultural Bank has realized how to increase the market share of international trade financing business. How to improve the loyalty of trade finance customers has become an urgent problem to solve in order to improve their core competitiveness. In such an internal and external environment full of opportunities and challenges, The problems that Fujian Branch of Agricultural Bank of China must face are how to improve the marketing mode of international trade financing and what marketing strategies should be adopted to cope with the fierce market competition. At present, there are few researches on the international trade financing marketing strategy of commercial banks, so this research has certain theoretical value and practical significance. This paper is based on the relevant basic theories of service marketing, bank marketing and marketing strategy, etc. Taking the international trade financing business of Fujian Agricultural Bank as the research object, on the basis of referring to the domestic and foreign literature, this paper first expounds the international trade financing theory and marketing theory of commercial banks, and introduces the development and marketing situation of international trade financing in Fujian Agricultural Bank. Then through the SWOT analysis method, the paper fully analyzes the advantages, disadvantages, opportunities and threats of Fujian Agricultural Bank's development of international trade financing business, thus combining with its own practical work experience, find out the factors that restrict the international trade financing marketing of Fujian Agricultural Bank. Then it summarizes several representative marketing strategies, such as market segmentation, product strategy, hierarchical management, relationship marketing, interbank cooperation and specialized management, and enumerates the marketing solutions of Fujian Agricultural Bank's international trade financing business. Finally, the prospect of Fujian Agricultural Bank's international trade financing business is put forward. Aiming at the above problems, this paper makes a great deal of analysis and research on how Fujian Agricultural Bank can market international trade financing business. It provides a reference for the international trade financing marketing strategy of Fujian Agricultural Bank, provides a reliable basis for realizing its long-term development goal and promotes the market competition ability, and perfects and enriches the research on the marketing strategy.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F275;F832.33

【參考文獻】

相關(guān)期刊論文 前10條

1 熱依扎;結(jié)構(gòu)貿(mào)易融資新技術(shù)——倉單融資[J];對外經(jīng)貿(mào)實務(wù);2004年04期

2 紐行;結(jié)構(gòu)性貿(mào)易融資在現(xiàn)代國際貿(mào)易中的作用(一)[J];國際金融研究;2001年03期

3 楊加t$;;國際貿(mào)易融資業(yè)務(wù)領(lǐng)域的新變化[J];經(jīng)濟論壇;2007年15期

4 譚敏;;商業(yè)銀行貿(mào)易融資業(yè)務(wù)的新發(fā)展——供應(yīng)鏈融資[J];經(jīng)濟研究導刊;2008年09期

5 于莉莉;徐氫;;國際貿(mào)易融資策略的選擇——基于中國船舶工業(yè)集團公司的案例分析[J];金融經(jīng)濟;2010年14期

6 李偉;;基于SWOT分析法的銀行營銷戰(zhàn)略初探[J];現(xiàn)代金融;2008年10期

7 中國農(nóng)業(yè)銀行武漢培訓學院課題組;張貴益;趙蕾;;農(nóng)業(yè)銀行國際化研究:SWOT分析與策略選擇[J];中國農(nóng)業(yè)銀行武漢培訓學院學報;2011年06期

8 王玲玲;;銀行要開拓金融營銷之路[J];經(jīng)營與管理;2008年09期

9 姜尚君;;農(nóng)業(yè)銀行營銷工作成效與發(fā)展思路探討[J];農(nóng)村金融研究;2012年01期

10 馬登海;;把脈貿(mào)易融資營銷關(guān)鍵點[J];中國外匯;2010年01期

相關(guān)碩士學位論文 前4條

1 崔艷梅;淺論國際貿(mào)易融資方式及其在我國的發(fā)展與應(yīng)用[D];西南財經(jīng)大學;2006年

2 張蓓;論結(jié)構(gòu)性貿(mào)易融資及其應(yīng)用[D];中國海洋大學;2007年

3 樊薇;我國國際貿(mào)易融資創(chuàng)新問題研究[D];天津財經(jīng)大學;2008年

4 張寧桐;M銀行拓展國際貿(mào)易融資業(yè)務(wù)的對策與建議[D];南京理工大學;2008年

本文編號：1660099