本文从信用债券承销业务的发展现状入手，详细讨论了 SJ 银行信用债券承销
业务的发展状况，通过环境分析及目前存在的核心问题，结合 4C 营销理论，从
基于客户需求、客户成本考量、客户的便利性以及与客户的沟通四个方面来对营
销策略建议提出具体的实施方向：
首先，通过对 SJ 银行信用债券承销业务市场细分与市场定位，确定了 SJ 银
行信用债券的目标市场，总结出了营销方向
其次，根据上述分析，针对信用债券承销业务目标市场，结合 4C 营销理论
对 SJ 银行信用债券承销提出了相应的营销策路
最后，针对前面提出的营销策略，提供了一些有助于信用债券承销业务营销
策略能够更好的实施的配套措施。主要包括客户关系系统的建设、信用债券承销
业务组织结构的调整、以及绩效考核方案和具体业务流程的完善等
关键字：信用债券、承销业务、4C 营销理论Abstract
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Abstract
Research on the Marketing Mix Strategy of Credit Bond
Underwriting Business of SJ Bank
Under the current world pattern, global financial globalization and interest rate
marketization have been started around the world. However, the traditional business
shrinking of the commercial banks under the traditional financial order is becoming
more and more serious. The new challenge of survival is coming. Transformation is the
main theme of the development of Chinese commercial banks in the past ten years.
From wholesale to retail, from commercial banks to investment banks, from savings
and loans to large capital management, from separate operation to mixed operation, the
story of transformation has never been completed. Today, under the impact of the new
normal, especially the Internet economy, the traditional commercial banks are facing
new choices again, and how the plot develops. Every bank and every bank owner is
likely to write different scripts. With the continuous change of the financial order,
domestic commercial banks to improve its mode of thinking in continuous
optimization, is not suitable to abandon the traditional savings loan model, other
intermediate business choice of savings and loan, and then continue to invest energy
development, trying to make a profit growth as the key point to help commercial banks
to maintain a certain the choice of competitive ability, which is the result of
commercial banks inevitable. SJ bank&39;s credit bond underwriting business is developed
in this big background. For the SJ bank, it is now a key development focus.
This article from the status quo of credit bond underwriting business with the
development situation of the credit bond underwriting business of SJ bank is discussed
in detail, based on the analysis of the environment and the core problem existing at
present, combined with the 4C marketing theory, from the convenience of customers
based on customer demand, cost, customer and communicate with customers in four吉林大学硕士学位论文
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aspects to put forward the implementation the specific direction of marketing strategy:
First, through the market segmentation and market positioning of SJ bank&39;s credit
bond underwriting business, we have determined the target market of SJ bank&39;s credit
bonds, and summed up the marketing direction.
Secondly, according to the above analysis, according to the target market of credit
bond underwriting business, combined with 4C marketing theory, the corresponding
marketing strategy for SJ bank credit bond underwriting is put forward.
Finally, in view of the marketing strategy proposed above, some supporting
measures which can help the marketing strategy of the credit bond underwriting
business can be better implemented. It mainly includes the construction of customer
relationship system, the adjustment of credit bond underwriting business organization
structure, and the improvement of performance appraisal plan and specific business
process.
Key words: credit bond, underwriting business, 4C marketing theory目录
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目录
第 1 章 绪论.........1
1.1 研究背景与意义 ...1
1.1.1 研究背景 .......1
1.1.2 研究意义 .......2
1.2 研究方法与内容 ...2
1.2.1 研究方法 .......2
1.2.2 研究内容 .......3
第 2 章 债券承销业务介绍及 SJ 银行债券承销业务环境分析...........5
2.1 债券承销业务介绍 .........5
2.1.1 我国债券市场介绍 ...5
2.1.2 我国债券市场结构及债券主要品种 ...........6
2.1.3 债券承销商 ...7
2.1.4 债券的发行方式 .......7
2.1.5 信用债的发行总体概况 .......8
2.2 SJ 银行辽宁地区信用债券承销业务宏观环境分析....10
2.2.1 SJ 银行辽宁地区信用债券承销业务政治环境分析........10
2.2.2 SJ 银行辽宁地区信用债券承销业务经济环境分析........11
2.2.3 SJ 银行辽宁地区信用债券承销业务社会环境分析........11
2.2.4 SJ 银行辽宁地区信用债券承销业务技术环境分析......12
2.3 SJ 银行辽宁地区信用债券承销业务微观环境分析....13吉林大学硕士学位论文
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2.3.1 SJ 银行辽宁地区信用债券承销业务同业竞争分析........13
2.3.2 SJ 银行辽宁地区信用债券承销业务客户分析....13
2.3 SJ 银行信用债券业务内部环境分析 ....15
2.3.1 SJ 银行信用债券承销业务发展现状 ........15
2.3.2 SJ 银行信用债券承销业务发展现状分析18
第 3 章 SJ 银行信用债券承销业务市场细分与市场定位研究..........22
3.1 SJ 银行辽宁地区信用债券承销业务市场细分 22
3.1.1 SJ 银行辽宁地区信用债券承销业务市场细分变量选择 22
3.1.2 SJ 银行辽宁地区信用债券承销业务市场细分方法........23
3.2 SJ 银行辽宁地区信用债券承销业务发行人目标市场选择....25
3.3 SJ 银行辽宁地区信用债券承销业务发行人目标市场定位....28
第 4 章 SJ 银行辽宁地区信用债券承销业务营销策略研究..30
4.1 基于发行人融资需求的营销策略 .........30
4.1.1 建立业务联动机制 .30
4.1.2 针对目标市场提供综合融资方案设计 .....30
4.1.3 继续加强其客户梳理 .........31
4.2 基于客户成本考量的营销策略 .32
4.2.1 制定专属资金管理计划 .....32
4.2.2 解决短期资金缺口 .32
4.2.3 差别定价策略 .........33
4.3 基于客户便利的营销策略 .........33
4.3.1 契合市场需求，丰富产品服务多元融资.33目录
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4.3.2 加强与非银行类金融机构合作 .....34
4.3.3 提供产品对比分析及产品咨询 .....35
4.3.4 打造中间业务服务能力 .....35
4.4 基于与客户沟通的营销策略 .....35
4.4.1 建立重点客户走访及回访机制 .....
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