专业学位硕士论文
论文题目：MS 银行南京分行国际业务营销策略研究
学 号 1319115910
姓 名 张天宇
导 师 邢光军
专业学位类别 硕士
类 申请型 非全日制
专业申（请领域）工商管理
论文提交日期 2022.05.11
IResearch on Marketing Strategy of International
Business of MS Bank Nanjing Branch.
Thesis Submitted to Nanjing University of Posts and
Telecommunications for the Degree of
Master of Business Administration
By
Tianyu Zhang
Supervisor: Prof. Guangjun Xing
May. 2022
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研究生学号：1319115910 研究生签名： 日期：2022.06.22
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III 摘要
2013 年我国提出“一带一路”倡议 ，为我国的宏观经济发展特别是进出口业务注入了新
的动力，直接刺激了中国企业的跨境业务发展，实现了我国企业对外经济交流方面的新的突破。
在这一背景下，银行等金融机构通过不断的金融服务模式创新，为“一带一路”倡议的实施提
供了必要的金融服务支持，为中国企业参与国际竞争奠定了良好的基础。另一方面，面对经济
全球化带来的巨大影响，企业对银行等金融机构的金融服务提出了更高的要求，不仅使商业银
行面临着良好的历史发展机遇，同时也对银行的未来发展带来诸多挑战。因此，商业银行必须
从客户实际要求出发，采取针对性的营销策略，不断提升金融服务能力。
本文从 MS 银行南京分行目前国际业务发展的现状出发，通过对省内同业及主要客户开展
调研，了解目前 MS 银行南京分行国际业务的市场份额占比，吸收同业市场中优秀银行的发展
模式及经验，总结目前国际业务发展中的缺点和不足。进而找准差距，通过对 MS 银行南京分
行内外部营销战略的优化，实现 MS 银行南京分行国际业务营销的发展提升。
首先，通过问卷调查得出MS 银行南京分行国际业务市场营销存在的问题包括：产品种类
不丰富且创新性不足、价格缺乏竞争力、营销渠道不通畅和促销缺乏针对性。这主要是由于缺
乏长期业务规划、缺乏相应资源配置、缺乏业务办理高效性和考核的导向作用导致。采取 PEST
分析、波特五力模型分析和SWOT 分析法，对MS 银行南京分行国际业务营销的外部环境分
析、行业竞争环境分析的基础上，完成 MS 银行南京分行国际业务目标市场细分与营销策略优
化。最后，从人才体系支持、配套政策支持、风险管理支持、加强对国际业务人力资源的保障、
贯彻全面风险管理的理念和完善审批模式方面提出MS 银行南京分行国际业务营销策略的实
施保障。
关键词：国际业务，市场营销，商业银行
IV Abstract
In 2013, China put forward the "Belt and Road"initiative ,which njected i new impetus into
China;s macroeconomic development, especially the import and export business, directly stimulated
the cross-border business development of Chinese enterprises, and achieved a new breakthrough in
foreign economic exchanges of Chinese enterprises.In this context, banks and other financial
institutions have provided necessary financial service support for the implementation of Belt and
Roadinitiative through continuous financial service model innovation, and laid a good foundation for
Chinese enterprises to participate in international competition.On the other hand, in the face of the
huge impact of economic globalization, enterprises have put forward higher requirements for the
financial services of banks and other financial institutions, which not only makes commercial banks
face good historical development opportunities, but also brings many challenges to the future
development of banks.Therefore, commercial banks must start from the actual requirements of
customers, adopt targeted marketing strategies, and constantly improve the financial service capacity.
This paper from the MS bank Nanjing branch of the current situation of international business
development, through the research and main customers in the province, understand the current MS
bank Nanjing branch international market share, absorb the development of excellent Banks and
experience, summarizes the shortcomings and deficiencies in the international business
development.Then to identify the gap, and to optimize the internal and external marketing strategy of
MS Bank Nanjing Branch, the development and improvement of international business marketing of
MS Bank Nanjing Branch are realized.
First of all, the questionnaire survey shows the problems in the international business marketing
of Nanjing Branch of MS Bank include: insufficient product types and innovation, lack of innovation,
lack of price competitiveness, smooth marketing channels and lack of targeted promotion.This is
mainly due to the lack of long-term business planning, the lack of corresponding resource allocation,
the lack of business handling efficiency and the guidance of assessment.On the basis of PEST
analysis, Porter five-force model analysis and SWOT analysis, and the external environment analysis
and industry competition environment analysis of the international business marketing of MS Bank
Nanjing Branch, the international business target market segmentation and marketing strategy
optimization of MS Bank Nanjing Branch are completed.Finally, the implementation guarantee of
the international business marketing strategy of MS Bank Nanjing Branch is put forward from the
aspects of talent system support, supporting policy support, risk management support, strengthening
the guarantee of international business human resources, implementing the concept of
V