自“一带一路”国家战略实施以来，我国与相关国家的合作更加全面深入，为进出口 贸易的发展注入了新的活力，国内企业纷纷抓住有利时机，充分利用政策优势，开发其国 际业务，因此企业对银行的国际结算业务的需求进一步加强，为国际结算业务的发展提供 了良好的外部环境和市场基础。在这种时代大背景下，商业银行应充分利用这一广阔的市 场机会，更加重视国际结算业务，将其作为新的利润增长点，通过制定合理的营销策略， 实现银行国际结算业务的快速健康发展，从而提升商业银行的整体盈利能力，对于提高商 业银行的可持续经营能力具有十分重要的意义。 MS银行自成立以来，一直以国内业务为主，全面加快国际结算业务发展，借助营销手 段快速提高国际结算业务的市场占有率，树立MS银行在国际结算业务领域里的专业地位， 成为MS银行实现业务转型、提升综合实力的重要途径。本文以MS银行济南分行国际结算 业务的营销现状为出发点，通过对客户和同业进行调研，从国际结算业务的营销现状、客 户体验的反馈以及与同业对比的情况看，MS银行济南分行国际结算业务的市场竞争力和市 场份额仍然有较大的提升空间，距市场领先地位仍有较大的差距，济南分行国际结算业务 营销面临缺乏长期规划、行内资源配置不合理、业务办理时效性差等主要问题。 为了切实高效的促进济南分行国际结算业务的营销，对内优化方面，全行员工需充分 认识国际结算业务的重要性，树立品牌意识，同时保障国际结算人员配置，进一步完善考 核制度，灵活运用多种激励手段。对外优化方面，结合服务之花模型，分别在产品创新和 定价灵活上提高MS银行济南分行满足客户需求的竞争力，在渠道建设上提升业务的便利 性，并通过全面促销增强业务的市场影响力。从产品策略上，采取产品组合的方式，重点 营销特色产品；在价格策略上，建立科学的产品价格体系；在渠道策略上，加快网点转型， 进行多层次的联动营销，推进国际结算业务线上化渠道建设；从促销策略上，加强多种形 式广告宣传，创新促销活动的表现形式，使客户更加全面了解MS银行国际结算业务。通 过对内外部营销策略的优化，实现MS银行济南分行国际结算业务营销的全面提升。 关键词：国际结算，金融营销，服务营销 Abstract Since the implementation of the strategy of "area" countries, more in-depth cooperation with relevant countries in our country, has injected new vitality to the development of import and export trade, domestic enterprises to seize the favorable opportunity, make full use of the policy advantages, to develop its international business, so companies to further strengthen bank of international settlement business demand, the international settlement business development provides a good external environment and market infrastructure. In this era of big background, the commercial Banks should make full use of the vast market opportunities, pay more attention to the international settlement business, as a new profit growth point, through the formulation reasonable marketing strategy, realize the rapid and healthy development of the bank of international settlement business, so as to improve the overall profitability of commercial Banks, to improve the ability of the sustainable management of commercial Banks plays an important role. Since its establishment, MS Bank has been focusing on domestic business, accelerating the development of international settlement business in an all-round way, rapidly increasing the market share of international settlement business by means of marketing, and establishing MS Bank's professional position in the field of international settlement business, which has become an important way for MS Bank to realize business transformation and improve its comprehensive strength. Based on the MS bank jinan branch marketing status quo of the international settlement business as a starting point, through the research on customers and peers from the marketing status quo of the international settlement business, customer experience feedback, and compared with peers, MS bank jinan branch of international settlement business market competitiveness and market share there is still a large room to improve, is apart from the market leading position, there is still a large gap, jinan branch of international settlement business marketing and industry faces a lack of long-term planning, resource allocation is not reasonable, business to deal with poor timeliness main problems. In order to effectively and efficiently promote the marketing of international settlement business of Jinan Branch, in terms of internal optimization, all employees of the bank should fully understand the importance of international settlement business, establish brand awareness, guarantee the allocation of international settlement personnel, further improve the assessment system, and flexibly use various incentive means. In terms of external optimization, combined with the flower of service model, the competitiveness of MS Bank Jinan Branch to meet customer needs in terms of product innovation and flexible pricing was improved respectively, the convenience of business was improved in channel construction, and the market influence of business was enhanced through comprehensive promotion. From the product strategy, adopt the way of product mix, focus on marketing featured products; In the price strategy, the establishment of scientific product price system; In terms of channel strategy, we should accelerate the transformation of network outlets, carry out multi-level joint marketing, and promote the online channel construction of international settlement business. From the perspective of promotion strategy, strengthen various forms of advertising and innovate the manifestation of promotional activities, so that customers can have a more comprehensive understanding of MS Bank's international settlement business. Through the optimization of internal and external marketing strategies, the international settlement business marketing of Jinan Branch of MS Bank can be comprehensively promoted. Key words: International settlement; Financial marketing；Service marketing 目 录 内容摘要…………………………………………………………………………… I Abstract……………………………………………………………………………II 第1章 绪论 ..................................................... 1 1.1 研究背景和研究意义 .................................................... 1 1.1.1 研究背景 .......................................................... 1 1.1.2 研究意义 .......................................................... 2 1.2 国内外研究综述 ........................................................ 3 1.2.1 国内研究综述 ...................................................... 4 1.2.2 国外研究综述 ...................................................... 4 1.3 研究内容和研究方法 .................................................... 6 1.3.1 研究内容 .......................................................... 6 1.3.2 研究方法 .......................................................... 8 第2章 理论基础 ................................................. 9 2.1 国际结算基本理论 ...................................................... 9 2.1.1 国际结算的含义及特点 .............................................. 9 2.1.2 国际结算的行业惯例 ............................................... 10 2.2 营销管理基本理论 ..................................................... 11 2.2.1 服务营销理论 ..................................................... 11 2.2.2 金融营销理论 ..................................................... 14 第3章 MS银行济南分行国际结算业务营销现状 ..................... 16 3.1 MS银行济南分行国际结算业务概况 ...................................... 16 3.1.1 业务组织架构 ..................................................... 16 3.1.2 业务营销情况 ..................................................... 17 3.2 MS银行济南分行国际结算业务客户调查分析 .............................. 21 3.2.1 客户调查设计 ..................................................... 21 3.2.2 客户调查结果 ..................................................... 22 3.3 MS银行济南分行国际结算业务同业调研分析 .............................. 24 3.3.1 同业运营情况调研 ................................................. 24 3.3.2 同业竞争力调研 ................................................... 25 第4章 MS银行济南分行国际结算业务营销问题分析 .................. 27 4.1 MS银行济南分行国际结算业