X商业银行对公业务营销策略优化研究
摘
要
近年来，由于中国利率市场化改革的不断深入，给中国金融供给侧的发展提出了前
所未有的挑战，也使得商业银行所处的经营发展环境出现了重大变化。加之受疫情影响，
宏观经济下行压力加大，各类企业生产运营环境恶化，举步维艰，中小民营企业的融资
链条也难以为继，部分公司生产运营陷入了困难，信用风险上升，商业银行也面临着巨
大的市场竞争环境压力。对公业务是商业银行的核心业务之一，对商业银行的业务收入
贡献度较大，因此对公业务的良性发展，具有推动商业银行实现营销模式创新的正面意
义。在商业银行开展对公业务营销活动的过程中，如何以正确的营销理论为指引，制定
合理的营销策略，满足客户的金融需求，是商业银行对公业务营销活动转型成功的关键
所在，同时也是每家商业银行都需要正视并研究解决的重要问题。
本文以 X商业银行对公业务为研究对象，采用市场营销的科学理论进行分析。首先
通过运用 STP理论明确 X商业银行的对公业务目标客群，找准 X商业银行的市场定位，
再通过问卷调查的方式，逐步发现 X商业银行对公业务当前存在的主要问题，接着利用
服务营销组合 7Ps理论对 X商业银行对公业务存在的问题进行分析，发现 X商业银行
存在对大型对公客户的依赖度过高，产品组织单一，综合定价方式同质化，营销渠道不
够丰富，客户经理队伍较为薄弱这些问题。其次，针对这五个方面的问题提出了五项优
化措施，分别是：优化对公客户结构，对公业务产品多样化，优化产品定价方式，拓展
对公业务营销渠道和打造优秀对公业务营销队伍。最后，为保障上述五项优化策略的顺
利实施，本文从完善人才激励机制、落实营销资金需求和建立营销组织架构这三方面制
定保障措施。
通过本课题的全程研究，力争优化 X商业银行对公业务营销策略，从而突破X商
业银行对公业务发展瓶颈，推动对公业务的持续增长。同时也为同类型的中小股份制商
业银行对公业务营销提供一定的参考和借鉴意义。
关键词：X商业银行；营销策略；对公业务
I
Abstract
Abstract
In recent years, due to the deepening of China's interest rate liberalization reform, the
development of China's financial supply side has posed unprecedented challenges, and
commercial banks in the operation and development environment has undergone significant
changes. In addition, due to the impact of the epidemic, the macroeconomic downward
pressure has increased, the production and operation environment of all kinds of enterprises
has deteriorated, and the financing chain of small and medium-sized private enterprises is also
difficult to continue. The production and operation of some companies have fallen into
difficulties, and the credit risk has increased. Commercial banks are also facing huge pressure
of market competition. Corporate business is one of the core businesses of commercial banks
and contributes greatly to the business income of commercial banks. Therefore, it has a
positive significance to promote the sound development of corporate business and promote
the innovation of commercial banks' marketing model. Business in commercial Banks to carry
out the approaches to the process of marketing activities, how to correct marketing theory as
the guide, make rational marketing strategy, to meet the financial needs of customers, is
toward the commercial bank business transformation key to the success of marketing
activities, every commercial bank is also need to study and solve the important problems in
the face.
This thesis takes X commercial Bank's corporate business as the research object and
analyzes it with the scientific theory of marketing. First of all, STP theory is used to clarify
the target customer group of X commercial bank's public business and find out the market
positioning of X commercial bank. Then, through questionnaire survey, the main problems
existing in X commercial bank's public business are gradually discovered. Then, the problems
existing in X commercial bank's public business are analyzed with the theory of service
marketing mix 7Ps. It is found that X commercial bank has such problems as excessive
dependenceonlargepublicclients,singleproductorganization,homogeneityof
comprehensive pricing methods, insufficient marketing channels and weak team of account
managers. Secondly, in view of these five aspects, five optimization measures are put forward,
which are: optimizing the corporate customer structure, diversifying the corporate business
products, optimizing the product pricing method, expanding the corporate business marketing
channels and building excellent corporate business marketing team. Finally, in order to ensure
the smooth implementation of the above five optimization strategies, this thesis formulates
safeguard measures from three aspects: perfecting talent incentive mechanism, implementing
II
X商业银行对公业务营销策略优化研究
marketing capital needs and establishing marketing organizational structure.
Through the whole research of this subject, we strive to optimize the marketing strategy
of X commercial Bank's public business, so as to break through the development bottleneck
of X commercial Bank's public business and promote the continuous growth of its public
business. At the same time, it also provides a certain reference for the same type of small and
medium-sized joint-stock commercial banks to the public business marketing.
Key Words: X commercial bank; Marketing strategy; Corporation business
III