近几年来，随着金融市场化进程的不断发展，我国商业银行外部面临“三期 叠加”，内部需要主动顺应利率市场化、金融脱媒化和经济发展“新常态”，同时 要抓住改革机遇、产业升级和金融服务多元化的发展机遇，推动对公存款的持续 稳定，完善市场营销机制，提升商业银行公司业务客户营销的服务能力。整体而 言，我国商业银行面临的市场环境日益复杂，因此资产质量、监管力度和息差收 入面临着不断加大的严峻考验。与商业银行的个人业务相比，公司业务是商业银 行最核心的业务，占据了银行利润的一半以上，商业银行需要主动提高公司业务 营销能力，明确目标市场，结合自身发展现状构建合适的公司业务市场营销策略， 才能够在竞争白热化的市场环境中，深化银企合作关系，提升核心竞争力。 A银行H分行作为一家区域性城商行，需要构建完善的市场营销体系，积极 践行具体的市场营销策略，才能够在市场竞争中取得主动，不断扩大公司业务的 市场份额。本文通过文献研究法、案例分析法和理论实践相结合的研究方法， 以A银行H分行为研究对象，通过分析其公司业务市场营销的具体案例来寻求到 具体的营销策略，具有非常重要的理论意义和实践意义。本文从大环境来讲处于 经济发展“新常态”、利率市场化、竞争日益激烈的外部环境，从小环境来讲， 更适合于区域发展特征，并基于STP营销理论和4P营销组合理论，讨论当前金 融环境下银行公司业务营销策略，具有一定的创新价值。 首先，本文概述了市场营销理论（4P理论和STP理论）和国内外研究现状， 为本文的研究提供夯实的理论基础。其次，A银行始终坚持聚焦于实体经济的服 务，深入推进“交易银行”和“大零售”两大重要战略，全面推进“鑫火计划”、 “淘金计划”和“鑫伙伴计划”三大行动计划，深化和各类客户的合作。本文从 A银行H分行的营销现状入手，认为公司业务的各项指标发展顺利，公司业务管 理具有创新。基于PEST模型分析了A银行H分行面临的外部营销环境，认为外 部营销环境有利于公司业务的发展，并提出A银行H分行公司业务市场营销存在 两个主要问题，一是市场定位不够明确；二是市场营销策略有待提高，包括产品 策略、价格策略、渠道策略和促销策略。 然后，本文综合考虑客户多种特征，对公司业务的客户进行市场细分，并采 II 取集中性市场策略展开对目标市场的选择，确定国有企业、高新园区和政府融资 平台、先进制造业等战略性新兴产业为A银行H分行的目标市场，并从战略、客 户和服务三个层面来明确市场定位，协助A银行H分行制定市场营销策略。战略 层面，A银行H分行要密切关注本地市场资源的优势和灵活的服务体制，及时开 发和创新满足当地客户特有需求的产品和服务，提升客户满意度和种程度，在为 客户提供多元化融资产品和服务的同时，实现A银行H分行公司业务的稳定成长； 客户层面，A银行H分行将国企单位、政府机构、高新园区、政府融资平台、先 进制造业、战略性新兴产业等，尤其注重“高新企业”、“规上企业”、“专精特 新”、“独角兽”、“上市企业”等“高精规”客户；服务层面，A银行H分行需要 发挥自身的服务优势，在南京地区加大对目标市场的客户金融需求进一步挖掘和 研究，制定出差异化的、个性化的金融服务方案，在南京区域保持较高的市场份 额。 最后，本文结合4P营销组合理论，提出以稳中求进为总基调，加快结构调 整，确保“两稳、两增、一调”的总目标，并从产品、价格、渠道和促销四个维 度提出具体的市场营销策略。具体而言，产品策略包括：优化产品结构、聚焦产 品载体和提升产品服务能力；价格策略包括：科学制定价格机制、实施差异化定 价策略和采取渗透式定价策略；渠道策略包括：拓宽业务渠道建设、大力发展交 叉营销、引进网络营销渠道；促销策略包括：广告宣传、公共宣传和人员宣传。 最后，从组织、人才、制度和技术四个角度来提出具体的保障措施，来确保A银 行H分行市场营销策略的有效实施。 关键词：A银行H分行；公司业务；市场营销策略 III Research on marketing strategy of company business of bank A branch H Name of graduate student: Name of Tutor: Subject major:MBA Research direction:Marketing Grade:2018 ABSTARCT In recent years, with the continuous development of financial marketization, China's commercial banks are faced with "three phases of superposition" externally. Internally, they need to actively comply with the "new normal" of interest rate marketization, financial disintermediation and economic development. At the same time, they need to seize the opportunities of reform, industrial upgrading and diversification of financial services, promote the continuous stability of public deposits, and improve the marketing mechanism, Improve the service ability of commercial bank company business customer marketing. As a whole, China's commercial banks are facing increasingly complex market environment, so asset quality, regulatory strength and interest margin income are facing increasing severe test. Compared with the personal business of commercial banks, corporate business is the most core business of commercial banks, accounting for more than half of the bank's profits. Commercial banks need to take the initiative to improve their business marketing ability, define the target market, and build appropriate corporate business marketing strategies in combination with their own development status, so as to deepen the bank enterprise cooperation relationship in the market environment of fierce competition to enhance the core competitiveness. As a regional city commercial bank, Bank A branch H needs to build a perfect marketing system and actively practice specific marketing strategies, so as to take the initiative in the market competition and continuously expand the market share of the company's business. Through the research methods of literature research, case analysis and theoretical practice, this paper takes bank a's H-score behavior as the research object and analyzes the specific cases of its business marketing to find the specific marketing strategies, which is of great theoretical and practical significance. This paper is in the external environment of "new normal" of economic development, marketization of interest rate and increasingly fierce competition. From a small environment, it is more suitable for the characteristics of regional development. Based IV on STP marketing theory and 4P marketing mix theory, this paper discusses the business marketing strategies of banking companies in the current financial environment, which has certain innovative value. First of all, this paper summarizes the marketing theory (4P theory and STP theory) and the research status at home and abroad, which provides a solid theoretical basis for this study. Secondly, bank a always insists on focusing on the service of real economy, deeply promotes the two important strategies of "transaction bank" and "big retail", comprehensively promotes the three action plans of "Xinhuo plan", "gold rush plan" and "xinhuoban plan", and deepens cooperation with various customers. Starting from the current marketing situation of H branch of bank a, this paper holds that all indicators of the company's business are developing smoothly and the company's business management is innovative. Based on pest model, this paper analyzes the external marketing environment faced by H branch of bank a, considers that the external marketing environment is conducive to the development of the company's business, and puts forward two main problems in the company's business marketing of H branch of bank a, one is that the market positioning is not clear enough, the other is that the marketing strategy needs to be improved, including product strategy, price strategy, channel strategy and promotion strategy. Then, taking into account the various characteristics of customers, this paper subdivides the customers of the company's business into market segments, and adopts the centralized market strategy to select the target market, and determines the strategic emerging industries such as state-owned enterprises, high-tech parks, government financing platforms, advanced manufacturing industries as the target market of Bank a, branch h, and clarifies the market from three aspects of strategy, customer and service To assist bank Abranch Hin formulating marketing strategy. At the strategic level, Bank A branch H should pay close attention to the advantages of local market resources and flexible service system, develop and innovate products and services that meet the unique needs of local customers in time, improve customer satisfaction and level, and realize the stable growth of corporate busin