随着经济形势的逐渐回暖，后经济危机时期华夏银行北京分行在市场变化
中掌握了新的发展规律。外来资本的注入，催生了更多的股份制商业银行，提
升了商业银行的竞争性，北京地区商业银行的发展步入了艰难的发展时期。国
内刺激消费政策的多次执行，带给市场的资本大多数都为热钱，大笔热钱的涌
入虽然振奋了市场，但是也对市场带来了冲击，大笔热钱进入房地产与基础设
施建设，大幅提升了房地产价格和物价指数，对人民的生活带来了压力，房地
产的销售问题越来越严峻，空置率大幅提高。这种“大起大落”的经济发展态势，
无疑是对我国经济实体的一种剧烈打击，作为股份制商业银行，一定要看准市
场时机，把握市场发展的远期规划，做好未来风险的防范工作，公司业务市场
营销的发展策略要“着眼未来，重在当下”。当前我国新兴产业之中，新能源产业
都是未来具备强劲发展动力的产业，资本投资应该给予政策性的偏向。针对市
场营销策略要尽量采取低风险，高收益的办法，要提高投资准确度。
本文结合华夏银行北京分行的实际情况，运用银行市场营销策略理论，通
过分析北京分行自身业务特点及其外部营销环境，探索完善其公司业务市场营V
目 录
第 1 章 华夏银行及北京分行公司业务的发展现状... 1
1.1 我国商业银行市场营销发展概况1
1.2 华夏银行及北京分行公司业务的发展现状........ 3
1.3 华夏银行北京分行市场营销存在的主要问题.... 3
第 2 章 华夏银行北京分行公司业务发展的内外部环境分析 .......... 5
2.1 华夏银行北京分行公司业务发展的外部环境分析........ 5
2.2 华夏银行北京分行公司业务发展的内部环境分析...... 14
第3章 华夏银行北京分行公司业务市场营销策略的定位与选择.......... 22
3.1 市场营销策略定位 .......... 22
3.2 目标市场的选择 .. 24
第 4 章 华夏银行北京分行公司业务市场营销策略的保障措施......... 30
4.1 风险预警机制保障 .......... 30
4.2 人力资源保障 ...... 31
4.3 整体联动机制保障 .......... 33
4.4 管理信息系统保障 .......... 34
结 论 . 35
参考文献 . 37
致 谢 . 40II
销管理体系的途径，为北京分行的战略发展和业务提升提供具有参考意义的营
销策略。针对目前北京分行的内外部市场环境、经营状况、营销策略，研究并
解决公司客户营销管理过程中的优势及存在的问题，提出适用于北京分行公司
业务营销战略制定的相关建议，提升全行营销策略的专业性和实用性，加强其
客户维护和拓展的效率性和可持续性。在利率市场化推行的背景下，在监管约
束不断提高、竞争激烈的市场情况下，研究如何准确地进行市场定位，提出适
合自身发展方向的营销目标，探索符合其自身情况的营销策略，优化并升级业
务结构和客户结构，对北京分行的长远发展具有重要意义。
关键词：
市场营销，新策略，保障机制IV
certain market opportunity, grasp the long-term planning and market development, do
a good job in the future risk prevention, development strategy of business marketing
to focus on the future, focusing on the present. The current our country new
industry, new energy industry is the future have the strong power of development,
capital investment should give policy sex bias. In view of the market marketing
strategy to take low risk, high return investment measures, to improve the accuracy
of.
This paper aimed at the characteristics of Huaxia Bank Beijing branch and its
marketing environment, the use of bank marketing theory, combined with the actual
situation analysis and Research on how to improve the Beijing branch company
business marketing management system, through the market practice to improve their
marketing management system construction is reasonable and effective, provide
valuable marketing strategy for the development of Beijing branch. Through the
analysis of the Beijing branch of the internal market and external market, understand
the current situation and development trend of the industry and market. In view of the
present management situation of Beijing branch, basis, advantages and existing
problems of analysis and solve customer marketing management process. Research
status of Beijing Branch Marketing and the problems faced in the analysis, put
forward suggestions about the company, marketing strategy, improve their marketing
skills, improve their marketing professional, pertinence and efficiency. Continuously
improve the regulatory constraints, business environment and complex situation,
study and explore how to effectively market positioning, determine the marketing
strategy target, optimize the business structure and customer structure, provide
marketing reference for better and faster development of Beijing branch.
Key Words：
Market marketing; The new strategy; Guarantee mechanismIII
Abstract
Marketing Strategy Research on Business of BeiJing Branch of HXB
Business marketing is a symbol of the modernization of economic development,
the quality and speed of the market marketing development determines the future
development of the company. Huaxia Bank Business Marketing maintained a steady
development trend in the past ten years, but due to the impact of the economic crisis
of 2008 development, the momentum of economic growth is weak, the risk in the
financial industry, the banking industry is facing great challenges. Beijing branch of
Huaxia Bank as a business oriented joint-stock commercial banks, changes in the
external environment condition, should be based on the market situation, industry
factors, customer management level, to adjust the thinking, actively respond to
market changes, to further strengthen the adaptability of products and services to the
market. Therefore, to improve the practicability of the marketing strategy, support
business development, it is more important.
As the economy recovers, after the economic crisis of Huaxia Bank Beijing
branch company master the law of development of the new changes in the market.
The injection of foreign capital, gave birth to more joint-stock commercial banks,
enhance the competition of commercial banks, development banks of Beijing area
entered a period of development difficult. The stimulating consumption policy
executed multiple times, to bring to market capital majority for the hot money, large
influx of hot money while encouraging the market, but also brought the impact on the
market, large amount of hot money into real estate and infrastructure construction,
increase the real estate price and the price index, to the life of people brought pressure,
problem the sale of real estate is becoming more and more serious, the vacancy rate
of increase. This change radically economic development, is undoubtedly a severe
blow to the economy of our country, as a joint-stock commercial bank, must be2
银行的市场营销发展观念不够成熟，商业银行的市场拓展意识较差，缺乏战略
投资眼光，在提供市场营销服务的方式和方法上也存在不足，营销方式的推广
和产品的推销不能明确具体的客户群体方向，对待融资的态度是“来者不拒”，营
销职能没有确切的负责制，银行的市场营销部门职能进一步得到了削弱，商业
银行各职能部门之间缺乏互相与营销联系，对市场的信息与客户信息掌握不足，
缺乏准确的市场定位与客户定位，产品开发与创新仍然存在不足，因为信息不
对称的原因，商业银行的营销行为经常存在偏差，对商业银行的营销效率产生
了影响，阻碍了商业银行的可持续发展动力。
目前，中国商业银行的发展主要以提高市场营销的占有率和灵活操作形式
为主，在实践过程中，商业银行以改善金融服务的理念为主，加强市场经济体
制，实现金融业务营销的公平竞争，在商业银行的业务顺利开展过程中，要奠
定好市场基础。当前，中国商业银行当前受到我国政府的政策性影响，其产权
归属和发展都受到国家政策的影响，由于商业银行资本金不足，现阶段营销人
员的发
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