中文摘要
中文摘要
随着经济发展全球化的到来，企业的产供销分工进一步明确，横向一体化的
生产模式逐渐成为清晰的供应链模式，企业对供应链融资的需求更加迫切。2020
年以来我国政府多次下发规范、发展供应链金融服务的指导文件，要求金融部门
创新供应链金融服务，为产业链发展提供助力。与此同时，在银行经济体制转型
下，商业银行面对着激烈的市场竞争环境，在此背景下，Z银行 PL支行顺应趋
势优化供应链金融业务营销策略的任务刻不容缓。
本文运用理论与实践相结合的研究思路，首先运用文献法归纳国内外供应链
金融业务相关的研究观点与成果，从供应链金融业务营销的理论与实践背景入手，
综述供应链的内涵、供应链金融业务的内涵、供应链金融业务营销策略以及供应
链金融业务营销的相关理论。其次运用案例研究法和问卷调查法，研究 PL支行
供应链金融业务营销策略现状，包括市场定位、7PS营销策略，总结 PL支行供
应链金融业务营销策略实施内容。设计客户满意度调查，根据客户对服务质量、
产品质量、品牌质量的满意度评价，结合 Z银行 PL支行供应链业务营销策略，
总结 Z银行 PL支行供应链金融业务营销策略中存在的问题，主要包括产品种类
单一、价格缺乏优势、营销渠道单一、促销宣传滞后、服务响应度不足、业务机
构设置不合理以及平台信息化建设水平较差。最后结合 PL支行的现有权限，并
借鉴其他银行的先进做法，提出 Z银行 PL支行首先应该合理定位市场优化客户
结构，并优化供应链金融业务 7PS营销策略，包括通过创新产品组合并采取灵
活定价模式来提升客户对产品和价格的满意度，积极拓展营销渠道并创新促销宣
传方式，以差别化授权提高审批环节效率，加强对产品的持续投放，重视客户关
系管理等方式来优化过程策略，同时还要加强对人员的管理以及信息平台建设，
最后还要配套人员保障措施、风险管控措施以及联动机制。通过以上研究优化
PL支行供应链金融业务营销模式，扩大供应链金融业务的营销渠道，提高供应
链金融业务的收益，同时以供应链金融业务为试点，总结成功的营销经验与管理
经验，进而提升银行其他业务的营销水平与管理水平。文章的最后提出了一些应
用区块链技术优化供应链金融业务的展望，并思考了本文在深入研究客户满意度
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中文摘要
测评数据方面的不足，以及在实践运用方面可能存在的问题。
关键词：供应链金融业务；商业银行；业务营销；优化策略
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英文摘要
Abstract
With the advent of the globalization of economic development, the division of
production, supply and marketing of enterprises has been further clarified, and the
horizontal integration of production mode has gradually become a clear supply chain
mode, and enterprises have a more urgent demand for supply chain financing. Since
2020, The Chinese government has repeatedly issued guidance documents on
standardizing and developing supply chain financial services, requiring the financial
sector to innovate supply chain financial services and provide impetus for the
development of the industrial chain. At the same time, under the transformation of
bank economic system, commercial banks are facing a fierce market competition
environment. In this context, IT is urgent for Z Bank PL Sub-branch to follow the
trend and optimize the marketing strategy of supply chain finance business.
This paper uses the combination of theory and practice research idea, first of all,
by applying the method of literature, summarized the domestic and foreign
viewpoints and results in the study of supply chain finance business related theory
and practice of supply chain finance business marketing background, this paper
summarized the connotation of the connotation of supply chain, supply chain finance
business, supply chain finance business marketing strategy and related theory of
supply chain finance business marketing. Secondly, the case study method and
questionnaire survey method are used to study the current situation of PL sub-branch
supply chain finance business marketing strategy, including market positioning, 7PS
marketing strategy, and summarize the implementation content of PL sub-branch
supply chain finance business marketing strategy. Design customer satisfaction
survey, according to customer satisfaction evaluation on service quality, product
quality and brand quality, combined with Z Bank PL sub-branch supply chain
business marketing strategy, summarize the problems existing in Z Bank PL
sub-branch supply chain financial business marketing strategy. It mainly includes
single product category, lack of price advantage, single marketing channel, lagging
promotion and publicity, insufficient service response, unreasonable business
III
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