随着“一带一路”倡议的推进，甘肃省外贸经济发展迎来了新的历史机遇， 商业银行国际结算业务已成为竞争焦点。近年来，工行甘肃省分行致力于赶超中 国银行国际结算业务，但在还未能实现赶超目标的同时，被建设银行逐步拉近市 场份额，加之股份制银行和城市商业银行灵活的政策机制加剧了竞争，对工行甘 肃省分行国际结算业务发展带来冲击。由于自身存在营销方式单一、客户基础薄 弱、产品创新落后、人才流失、内控合规失衡等问题，工行甘肃省分行亟需转变 思路，优化现有营销策略以拓展国际结算业务。 论文理论结合实践，使用文献研究法、调查访谈法、经验总结法等研究方法， 对工行甘肃省分行国际结算业务现有营销策略及其优化进行了研究和分析。结合 市场营销理论，主要包括对服务营销理论和商业银行市场营销理论的系统梳理， 以及国内外相关研究文献的回顾，基于调查和访谈数据分析，通过PEST分析法、 五力分析模型对工行甘肃省分行国际结算业务营销面临的外部环境、竞争环境进 行分析，并使用SWOT分析法剖析其自身优劣势、面临的机遇及挑战，明确了 在当前经济环境下应选择抓住机遇，克服劣势策略，即借助外部发展契机，通过 强化内部管理，明确发展思路，建设专业人才队伍来稳固、扩张市场份额的策略。 由7Ps营销理论，从产品、价格、渠道、促销、过程管理、人员、有形展示七个 方面提出优化改进建议，工行甘肃省分行国际结算业务营销策略的优化建议包括 坚持产品创新，强化品牌形象，优化营销渠道，做好内部管理，灵活定价，培育 专业化人才队伍等，最后从明确战略导向、深化机制创新和加强风控管理三方面 提出具体的保障措施。 论文相较于同类研究问题的创新之处在于增加了针对国际结算业务流程优 化分析相应的对策和建议，便于整体服务效率的改善和提高，对工行甘肃省分行 国际结算业务转型发展具有实践意义，确保工行甘肃分行同业市场领先地位，同 时对其他商业银行国际结算业务发展也可以提供有益借鉴。 关键词：国际结算，营销策略，工商银行 MBA学位论文作者：魏星工行甘肃省分行国际结算业务营销策略优化研究 II RESEARCHONOPTIMIZINGOFMARKETING STRATEGYFORINTERNATIONALSETTLEMENT BUSINESSOFICBCGANSUBRANCH Abstract Withthepromotionof"OneBeltAndOneRoad" initiative,thedevelopmentof foreigntradeeconomyingansuprovincehasusheredinanewhistoricalopportunity, andtheinternationalsettlementbusinessofcommercialbankshasbecomethefocus ofcompetition.Inrecentyears,theICBCGansuBranchiscommittedtocatchupwith theBankofChinainternationalsettlementbusiness,butintheunrealizedcatchup withthetargetatthesametime,isChinaConstructionBankgraduallycloserto market,combinedwiththejoint-stockbanksandcitycommercialbanksflexible policymechanismofcompetition,theICBCGansuBranchofinternationalsettlement businessdevelopmentimpact.Duetoitssinglemarketingmode,weakcustomerbase, backwardproductinnovation,braindrain,internalcontrolcomplianceimbalanceand otherproblems,ICBCGansuBranchneedstochangeitsthinkingandoptimizethe existingmarketingstrategytoexpandinternationalsettlementbusiness. Throughthecombinationoftheoryandpractice,thispaperstudiesandanalyzes themarketingstrategyandoptimizationofinternationalsettlementbusinessoficbc gansubranchbymeansofinterviewsurvey,literatureresearch,experiencesummary andotherresearchmethodsbinedwithmarketingtheory,mainlyincludingthe servicemarketingtheoryandthetheoryofcommercialbankmarketingsystem,the literaturereviewofrelevantresearchbothathomeandabroad,basedonthesurvey andtheinterviewdataanalysis,throughthePESTanalysis,Porter’sFiveForces Model,theSWOTanalysisofICBCGansuBranchoftheinternationalsettlement businessmarketingoftheexternalenvironment,competitionenvironmentandtheir ownadvantagesanddisadvantages,opportunitiesandthreatstoconducta comprehensiveanalysis,todetermineshouldchoosetoseizetheopportunitiesinthe currenteconomicenvironment,overcomethedisadvantagesofstrategy,namelyusing externaldevelopmentopportunities,throughstrengtheninginternalmanagement,clear developmentideas,Thestrategyofbuildingateamofprofessionalstostabilizeand MBA学位论文作者：魏星工行甘肃省分行国际结算业务营销策略优化研究 III expandmarketshare.By7psmarketingtheory,fromproduct,price,channel, promotion,processmanagement,personnel,tangibledemonstrationinsevenaspects putforwardtheoptimizationimprovementSuggestions,icbcgansuprovincebranch oftheinternationalsettlementbusinessmarketingstrategyoptimizationmeasures includewithnewadheretoinnovation,strengthenthebrandimage,optimizethe marketingchannels,internalmanagement,flexiblepricing,fosterprofessionaltalent team,etc.,finallyfromtheclearstrategyorientation,deepenthemechanism innovationandstrengthenriskcontrolmanagementthreeaspectsspecificsafeguard measuresareputforward. Theinnovationofthepapercomparedwiththesimilarresearchproblemis increasedinviewoftheinternationalsettlementbusinessprocessoptimization analysiscorrespondingcountermeasureandthesuggestion,tofacilitatetheoverall improvementandimproveserviceefficiency,tothetransformationofICBCGansu Branchoftheinternationalsettlementbusinessdevelopmenthasthepractical significance,theinterbankmarketleadingposition,toensurethattheICBCGansu Branchtoothercommercialbank'sinternationalsettlementbusinessdevelopmentat thesametimecanalsoprovideusefulreference. Keywords:InternationalSettlement,MarketingStrategy,Industrialand CommercialBank MBA学位论文作者：魏星工行甘肃省分行国际结算业务营销策略优化研究 IV 目录 中文摘要......................................................................................................I Abstract....................................................................................................II 第一章绪论...............................................................................................1 1.1研究的背景和意义........................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义................................................................................................2 1.2研究内容与思路............................................................................................2 1.3研究方法........................................................................................................5 第二章相关理论基础与文献综述...........................................................6 2.1商业银行国际结算业务概述........................................................................6 2.2相关理论........................................................................................................8 2.3国内外商业银行国际结算业务研究综述..................................................10 第三章工行甘肃省分行国际结算业务营销现状.................................14 3.1工行甘肃省分行国际结算业务发展现状..................................................14 3.1.1工行甘肃省分行简介..........................................................................14 3.1.2工行甘肃省分行国际结算业务运行模式...........................................14 3.1.3工行甘肃省分行国际结算业务发展情况..........................................15 3.2工行甘肃省分行国际结算业务营销策略现状..........................................19 3.2.1国际结算业务产品日益丰富..............................................................20 3.2.2依靠优惠报价提升竞争力..................................................................20 3.2.3不断扩展业务网点布局......................................................................20 3.2.4客户经理营销是主要促销方式..........................................................21 3.2.5人力配置不足.......................................................................................21 3.2.6流程化建设亟待加强..........................................................................21 MBA学位论文作者：魏星工行甘肃省分行国际结算业务营销策略优化研究 V 3.2.7有形展示未普及化..............................................................................21 3.3工行甘肃省分行国际结算业务营销策略存在的问题..............................22 3.3.1本外币一体化发展意识淡薄，营销宣传落后..................................22 3.3.2中收贡献太低，业务边缘化发展......................................................22 3.3.3产品创新力度不够，服务内容单一..................................................22 3.3.4人员缺乏，整体从业队伍不稳定..................................................