自从 2016 年楼市回温以来，地产金融行情不断攀升。与此同时，由于房地产行
业自身的投资属性具有投资大、周期长等特点，其资金的筹措成为了当下各大
银行及金融机构研究的重点

为此，本文以招商银行对房地产战略客户融资业务创新产品为核心，将研
究内容划分为我国房地产现状及趋势、房地产企业融资需求新变化、依据招行
经营特色定制创新产品为三大核心，研究运用系统分析法、文献分析法、调查
分析法、归纳法、案例分析法等多种研究手段，通过对房地产行业的现状和发
展趋势进行归纳与总结，分析房地产企业融资需求的变化，结合当下房地产金
融政策，进行房地产融资需求变化综合研究，再根据招商银行的经营特质，提
出相应的房地产战略客户融资业务创新产品

研究表明，我国现阶段的房地产企业融资出现了新的变化，表现为融资的
时间、需求以前期为主，融资方式越发“出表”，国际化进程不断加快等新形
势，而招商银行现行的“轻型银行”为目标，以“一体两翼”为定位的战略体
系，其本质与核心便在于以更少的资本消耗、更灵巧的应变能力，实现高效率
与丰厚价值回报的结合。基于此，针对前期融资，研究者提出房地产战略客户
融资业务的四种创新模式，以满足我国房地产融资需求前置的现阶段发展特征，
此外，还提出商业物业出表基金、付款代理等方面的创新模式，丰富并满足招
商银行战略地产企业的多样化需求

关键词：招商银行，房地产，战略客户，融资业务，创新产品浙江工业大学硕士学位论文 招商银行房地产战略客户融资业务创新研究
IV
Research on Innovation of Real Estate Strategic
Customer Financing Business of China Merchants Bank
Abstract
The real estate industry is the pillar industry of China&39;s economic development,
occupying a very important position in the national economy. Since the property
market has been thawing in 2016, real estate financial market is rising. At the same
time, due to the real estate industry&39;s own investment attributes to large investment,
long cycle and other characteristics, the financing of the current major banks and
financial institutions to become the focus of research.
Based on this situation, this paper focuses on the real estate strategic customer
financing business innovation products as the core, the research content is divided
into China&39;s real estate status and trends, real estate business financing needs of the
new changes, according to China Merchants Bank characteristics of customized
products for the three core, the research uses the method of system analysis,
literature analysis, investigation analysis, induction, cases analysis and other
research methods.This paper summarizes the current situation and the development
trend of the real estate industry, analyses the changes of the financing demand of the
real estate enterprises, and combines the current real estate finance policy，makes
comprehensive study of the changes in the real estate financing needs.then according
to the operating characteristics of China Merchants Bank, raise real estate strategic
customer financing business innovation products.
The research shows that there is a new change in the financing of real estate
enterprises in China at present, the time and demand of financing is mainly in the
early stage, the financing way is more and more, the internationalization process is
accelerating. The current situation ，China Merchants Bank makes their goal as The
Light bank and Positioned strategic system as one body two wings. Its essence
and the core is using less capital consumption, more smart ability to achieve high
efficiency and rich value of the combination of return. Based on this, in view of the
early financing, the researchers put forward four innovative models of real estate
strategic customer financing business to meet the development characteristics of real
estate financing demand preposition in China. In addition, it also puts forward the
commercial property fund, payment agent and other innovative models, rich and
meet the diversification of China Merchants Bank strategic real estate needs.浙江工业大学硕士学位论文 招商银行房地产战略客户融资业务创新研究
V
business，Innovative products
Keywords: China Merchants Bank，Real estate，Strategic customer，Financing浙江工业大学硕士学位论文 招商银行房地产战略客户融资业务创新研究
VI
目 录
1 绪论 ..1
1.1 论文研究的背景 ..........1
1.2 论文研究的目的与意义 ....2
1.3 本文研究的内容与方法 ....2
2 理论与文献回顾 ....4
2.1 相关概念及理论介绍 ......4
2.1.1 基本概念 ...........4
2.1.2 相关理论 ...........5
2.2 房地产融资理论回顾 .....10
2.2.1 国外房地产融资研究现状 ........10
2.2.2 国内房地产融资研究现状........11
2.2.3 国内其他银行房地产融资业务的创新模式......12
3 我国房地产行业趋势与房地产企业的融资现状 .. 16
3.1 国内房地产市场的现状与发展趋势 .....16
3.1.1 整体处于快去化阶段16
3.1.2 区域两级分化仍然明显.........17
3.1.3 我国房地产行业及融资环境新特征17
3.2 我国房地产企业现有融资方式.........21
3.3 我国房地产企业融资需求新变化.......22
3.3.1 对于融资的时间、需求更加“前置”.........22
3.3.2 融资方式要求彻底“出表”.....22
3.3.3 融资模式等类金融服务更加“后移”.........23
3.3.4 国际化进程进一步加快：.......23
3.3.5 银行融资担保方式弱化趋势明显.24
3.4 招商银行融资业务操作对策...........24
3.4.1 明确客户定位.....24
3.4.2 明确区域策略.....25
3.4.3 明确产品定位.....25
4 招商银行基本状况及其房地产战略客户融资业务分析......... 26
4.1 招商银行 2015 年度经营状况分析......26
4.1.1 招商银行 2015 年总体经营情况概述...........26
4.1.2 招商银行 2015 年主要财务数据分析...........27
4.2 招商银行综合金融核心理念 ...........29
4.3 招商银行房地产战略客户融资现状 .....30
4.3.1 招商银行房地产客户总体融资现状 30
4.3.2 招商银行总行房地产战略客户融资现状 ........31
4.4 国内其他银行房地产融资业务情况.....31浙江工业大学硕士学位论文 招商银行房地产战略客户融资业务创新研究
VII
4.4.1 国内其他银行房地产行业传统融资投放情况....31
4.5 招商银行房地产战略客户融资业务亮点 .31
5 招商银行房地产战略客户融资业务的创新模式提出........... 33
5.1 招商银行房地产战略客户融资业务核心理念及创新思路 ...........33
5.1.1 房地产战略客户融资业务创新的核心理念 ......33
5.1.2 招商银行房地产战略客户融资业务创新思路概述 33
5.1.3 招商银行房地产战略客户创新融资业务具体选择方向........34
5.2 招商银行房地产战略客户前期融资业务创新的四种模式...........36
5.3 招商银行房地产战略客户其他创新融资研究.........40
5.3.1 商业物业出表基金 ..40
5.3.2 付款代理..........41
5.4 房地产战略客户融资创新模式下的业务风险管控.....42
5.4.1 加强对房地产监管及调控政策的解读 ..........42
5.4.2 优选客户..........42
5.4.3 优选项目..........43
5.4.4 优选城市..........43
5.4.5 核定单户授信上限..43
6 结 论44
参考文献 ...........46
致 谢 .49浙江工业大学硕士学位论文 招商银行房地产战略客户融资业务创新研究
VIII
图表目录
图 3.1 全国商品房销售面积及销售额增速.....16
图 3.2 全国房地产开发投资增速.........17
图 5.1 纯债模式.36
图 5.2 明股实债模式.....36
图 5.3 2.0 模式架构.......37
图 5.4 3.0 模式架构.......
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