专业学位硕士学位论文
SJ 银行债权融资计划业务的营销策略改进研究
Research on marketing strategy improvement of debt financing
plan business of SJ bank
作 者 姓 名： 马际凯
学科、 专业：工商管理
学 号： 41911663
指 导 教 师： 张悦玫
完 成 日 期： 2022 年 5 月 28 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘 要
随着中国资本市场结构的发展与完善，处于不同行业、不同发展阶段的企业有了更
多的融资渠道进行资本补充与债务扩容。各商业银行为丰富其投资银行直接融资业务品
类，将银行间债券市场的创新债务融资工具——债权融资计划，作为满足企业直接融资
的业务手段进行营销及推广。尽管债权融资计划业务的灵活性与便捷性，但 SJ 银行开
展债权融资计划业务以来，业务逐步增长但相关问题逐步显现，该项业务的市场营销推
广的相关体制机制建设仍待完善。
本文首先整理与总结了债权融资计划以及商业银行营销策略的相关文献及研究现
状；随后介绍 STP 理论、市场营销组合理论与关系营销理论等作为本文的理论基础；再
次，整理SJ 银行存量债权融资计划的业务数据，分析总结出其发展现状，找出债权融
资计划业务的市场覆盖率较低、业务部门协同不够、业务要素制定不恰当、业务营销人
员主动性不足等问题，进而细致分析了上述问题产生的原因，包括该业务市场定位存在
偏差、管理流程存在缺陷、业务的要素制定缺乏参照、营销人员的激励机制不适当等。
最后，应用STP 理论、市场营销组合理论与关系营销理论对 SJ 银行债权融资计划业务
的营销策略重新定位：将市场重新定位、改进营销业务流程、优化业务要素制定标准、
扩大客户及增强关系管理、推行市场化激励机制，并辅以组织、人员与营销支持等相关
保障措施，以确保相关改进策略可以顺利实施，实现SJ 银行债权融资计划业务更好的
营销及推广。
SJ 银行作为城市商业银行当中的一员，其发展过程中同样面临着金融脱媒与混业经
营转型的挑战。在营销环境方面，企业融资结构与融资需求的转变也迫使 SJ 银行投资
银行业务具体营销推广方案的制定需要更加科学化、系统化与专业化。本文的撰写结合
作者的实际工作，为 SJ 银行债权融资计划的营销开展乃至投资银行业务的拓展提供具
体建议，为处于相似发展阶段的商业银行制定相应营销方案提供参考。
关键词：商业银行；债权融资计划；营销策略
- I -SJ 银行债权融资计划业务的营销策略改进研究
Research on marketing strategy improvement of debt financing plan
business of SJ bank
Abstract
With the development and improvement of China;s capital market structure, enterprises
in different industries and development stages have more financing channels to supplement
capital and expand debt capacity. In order to enrich the categories of direct financing business
of investment banks, commercial banks take the debt financing plan, an innovative debt
financing tool in the inter-bank bond market, as a business means to meet the direct financing
of enterprises for marketing and promotion. Despite the flexibility and convenience of the
debt financing plan business, since SJ Bank launched the debt financing plan business, the
business has grown gradually, but related problems have gradually emerged. The construction
of relevant systems and mechanisms for the marketing and promotion of this business still
needs to be improved.
Firstly, this thesis sorts out and summarizes the relevant literature and research status of
the debt financing plan and the marketing strategy of commercial banks; Then it introduces
STP theory, marketing mix theory and relationship marketing theory as the theoretical basis
of this thesis; Thirdly, we sorted out the business data of SJ bank;s stock debt financing plan,
analyzed and summarized its development status, found out the problems of the debt
financing plan business, such as low market coverage, insufficient collaboration between
business departments, inappropriate formulation of business elements, insufficient initiative
of business marketing personnel, and then carefully analyzed the causes of the above
problems, including the deviation of the business market positioning, defects in the
management process The formulation of business elements lacks reference, and the incentive
mechanism of marketing personnel is inappropriate. Finally, applying STP theory, marketing
mix theory and relationship marketing theory, this thesis repositioned the marketing strategy
of SJ bank;s debt financing plan business: repositioning the market, improving the marketing
business process, optimizing the business elements, formulating standards, expanding
customers and enhancing relationship management, implementing market-oriented incentive
mechanism, supplemented by relevant safeguard measures such as organization, personnel
and marketing support, so as to ensure the smooth implementation of relevant improvement
strategies, Achieve better marketing and promotion of SJ bank;s debt financing plan business.
As a member of city commercial banks, SJ bank also faces the challenge of financial
disintermediation and mixed operation transformation in its development process. In terms of
- II - 大连理工大学专业学位硕士学位论文
marketing environment, the transformation of enterprise financing structure and financing
demand also forces SJ bank to formulate specific marketing promotion plans for investment
banking business to be more scientific, systematic and professional. The writing of this thesis,
combined with the author;s actual work, provides specific suggestions for the marketing
development of SJ bank;s debt financing plan and the expansion of investment banking
business, and provides reference for commercial banks in similar development stages to
formulate corresponding marketing plans.
Key words: Commercial banks; Debt financing plan; Marketing strategy
- III - SJ 银行债权融资计划业务的营销策略改进研究
目录
摘 要 .................... I
Abstract .................... II
1 绪论 ..................... 1
1.1 研究问题的提出 ............. 1
1.1.1 研究背景 ............ 1
1.1.2 研究目的与意义 .............. 2
1.2 国内外研究现状 .................. 3
1.2.1 债权融资计划的相关研究 ............ 3
1.2.2 商业银行营销策略的相关研究 ........... 5
1.3 研究内容及方法 .................. 6
2 相关概念与理论基础 .............. 8
2.1 债权融资计划概念与特点 ................ 8
2.2 STP 理论 .............. 11
2.3 市场营销组合理论 ............ 12
2.4 关系营销理论 ............. 13
3 SJ 银行债权融资计划开展情况与问题分析 .......... 14
3.1 SJ 银行及其债权融资计划业务简介 ........... 14
3.1.1 SJ 银行简介 ............ 14
3.1.2 SJ 银行的债权融资计划业务简介 ........... 15
3.2 SJ 银行债权融资计划业务的营销策略现状 ...... 16
3.2.1 SJ 银行债权融资计划业务的营销成果 .......... 16
3.2.2 业务细分市场定位 ............... 18
3.2.3 业务营销策略的概况 ........... 19
3.3 债权融资计划业务营销中存在的问题 ........ 20
3.3.1 业务的市场覆盖率较低 .............. 20
3.3.2 业务营销中行内部门协同不够 ......... 21
3.3.3 业务要素制定不恰当 ........... 22
3.3.4 业务营销人员主动性不足 .......... 22
3.4 问题产生的原因分析 ............... 23
3.4.1 业务市场定位存在偏差 .............. 23
3.4.2 业务管理流程存在缺陷 .............. 23
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