服务实体经济、防控金融风险、深化金融改革是当前金融工作的三项重点任务，“脱 虚向实”、服务实体经济，综合化布局、金融科技应用、轻型发展、加强风险防控将是 商业银行未来的发展方向，因此，商业银行经营模式需要随之调整，走转型发展之路， 以应对市场变化、同业竞争。 公司业务是 ZH 银行济南分行传统优势业务，是最重要的利润来源，但现阶段面 临着资产质量下行的压力，面临转型带来的阵痛，也面临重新市场定位的艰难选择。 如何通过明确市场定位、夯实客户基础、推进专业化经营等，创新公司业务营销体系， 巩固公司业务优势，引领和推动公司业务转型发展，成为 ZH 银行济南分行必须研究 的战略性问题，也是本文的研究重点所在。 本文以 ZH 银行济南分行为研究对象，综合运用文献检索、市场调研、对比分析 等方法，将理论与 ZH 银行济南分行公司营销体系现状相结合，分析了济南分行公司 营销体系发展现状及存在的问题，深刻剖析了存在问题的成因，并指出了开展公司业 务营销体系优化的重要性和必要性；尝试搭建一套适应转型时期业务发展、应对市场 变化、同业竞争的营销服务体系，从而优化提升 ZH 银行济南分行服务营销能力和市 场竞争力，真正践行以“客户为中心”的经营理念，打造专业、高效、综合的差异化竞 争优势。 关键词，营销体系，行业定位，区域定位，服务团队III ABSTRACT Serving the real economy, preventing and controlling financial risks, and deepening financial reform are three key tasks of financial work. Deviation from reality, serving the real economy, integrated layout, financial technology application, light development, and strengthening risk prevention and control will be the future development direction of commercial banks. To this end, the business model of commercial banks needs to be adjusted accordingly, taking the path of transformation and development to cope with market changes and horizontal competition. The company's business is the traditional advantage of ZH Bank Jinan Branch and is the most important source of profit. However, at this stage, it is facing the downward pressure of asset quality, facing the pain brought by the transformation, and also facing the difficult choice of re-market positioning. How to clarify the market positioning, strengthen the customer base, promote professional management, innovate the company's business marketing system, consolidate the company's business advantages, lead and promote the company's business transformation and development, become a strategic issue that ZH Bank Jinan Branch must study, and this article is also The focus of the research. This paper combines the literature research, market research, comparative analysis and other methods to combine the theory with the status quo of the marketing system of ZH Bank Jinan Branch, and analyzes the development status and existing problems of Jinan Branch's marketing system. Deeply analyzed the causes of existing problems and pointed out the importance and necessity of carrying out the optimization of the company's business marketing system. Optimized and improved the service marketing ability and market competitiveness of ZH Bank Jinan Branch, and truly practice the customer-centered business philosophy to create a professional, efficient and comprehensive differentiated competitive advantage. Keywords，Marketing service system, Corporate Customer, Regional PositioningV 目录 摘要.................................................................................................................................I ABSTRACT .......................................................................................................................... III 第一章 导论....................................................................................................................1 1.1 研究背景与研究意义 ......................................................................................... 1 1.1.1 研究背景 ................................................................................................... 1 1.1.2 研究意义 .................................................................................................. 3 1.2 研究对象与研究方法 ......................................................................................... 4 1.2.1 研究对象 .................................................................................................. 4 1.2.2 研究方法 .................................................................................................. 4 1.3 基本思路与框架结构 ......................................................................................... 5 1.3.1 基本思路 ................................................................................................... 5 1.3.2 框架结构 ................................................................................................... 6 1.4 本文的贡献 ......................................................................................................... 7 第二章 相关文献综述......................................................................................................9 2.1 市场营销的概念与内涵 ..................................................................................... 9 2.2 国内外研究现状 ............................................................................................... 10 2.2.1 国外研究现状 ......................................................................................... 10 2.2.2 国内研究现状 ......................................................................................... 12 2.3 营销体系的特点 ............................................................................................... 12 第三章 ZH 银行济南分行公司业务营销体系的现状、问题与成因...........................15 3.1 ZH 银行济南分行公司概况.............................................................................. 15 3.2 ZH 银行济南分行公司业务营销体系的现状.................................................. 16 3.2.1 分行条线管理部门 ................................................................................. 16 3.2.2 二级分行公司条线管理部门 ................................................................. 16 3.2.3 支行层面 ................................................................................................. 17 3.3 ZH 银行济南分行公司业务营销体系存在的问题.......................................... 18 3.4 ZH 银行济南分行公司业务营销体系存在问题的成因.................................. 20VI 第四章 ZH 银行济南分行公司业务营销体系优化的顶层设计...................................22 4.1 设计原则 ........................................................................................................... 22 4.2 设计思路 ........................................................................................................... 23 4.3 设计目标 ........................................................................................................... 24 4.4 主要内容 ........................................................................................................... 25 4.4.1 发展布局与发展定位 ............................................................................ 26 4.4.2 完善客户分类分层经营 ......................................................................... 27 4.4.3 健全专业化经营模式 ............................................................................. 33 4.4.4 组建营销服务团队 ................................................................................. 35 4.4.5 塑造公司金融特色品牌 ......................................................................... 37 第五章 ZH 银行济南分行公司业务营销体系优化的保障措施...................................40 5.1 组织保障 ........................................................................................................... 40 5.2 制度保障 ........................................................................................................... 41 5.2.1 构建配套的保障制度 ............................................................................. 41 5.2.2 确保制度贯彻落地 ................................................................................. 42 5.3 人才保障 ...............................................................................