近几年，随着国内市场经济体制逐渐健全，开放程度日益提升，商业银行越来越多， 使得金融欧亿·体育（中国）有限公司的市场竞争越来越激烈，同时由于互联网金融的发展、利率市场化以及金 融脱媒等的影响，导致商业银行的经营和发展受到严重的冲击，欧亿·体育（中国）有限公司竞争的激烈程度不 断提升。对于以对公业务为核心业务的商业银行来说，探究营销策略的创新将是商业银 行应对市场挑战，实现可持续发展的必然选择。 本文将会对中国工商银行 M 市分行着重展开研究，应用现代市场营销理论，结合 其内外部营销环境，客观分析该欧亿·体育（中国）有限公司务的发展现状及在营销策略方面存在的问题。并通 过分析，将中国工商银行 M 市分行客户进行 STP 市场细分，明确目标市场的选择和市 场定位。接着在 4P 营销策略的基础上，提出中国工商银行 M 市分行对公业务营销策略 的改进措施以及策略的优化。 通过本文的研究可以看出，中国工商银行 M 市分行在自身品牌、客户资源等方面 都具备突出的优势，但是在促销策略、渠道建设、灵活定价以及服务和产品创新等方面 还暴露出一些不足，主要是对公业务营销策略亟待优化。在对中国工商银行 M 市分行 的对公业务进行分析后，明确了中国工商银行 M 市分行在银行对公业务的营销方面的 定位以及目标市场，使得优质客户群体能够得到更好的维护，并且对于开展中小型企业 客户的业务也有非常重要的推动作用。因此，笔者从促销、渠道、价格和产品策略四个 角度出发展开分析和研究，综合考虑中国工商银行 M 市分行开展业务的实际情况，针 对中国工商银行 M 市分行现阶段对公业务的开展情况及存在的问题，制定相应的营销 策略优化设计。 关键词：中国工商银行；对公业务；营销策略III Abstract In recent years, with the domestic market economic system gradually perfect, open degree increasing, more and more commercial Banks, the financial industry of significant changes have taken place in market competition, at the same time due to the development of the Internet financial and the influence of interest rate marketization and financial supporting vector, lead to the business of commercial Banks and development of the serious impact, the fierce competition in the industry. For commercial Banks with corporate business as the core business, exploring the innovation of marketing strategies will be the inevitable choice for commercial Banks to meet market challenges and achieve sustainable development. This paper will focus on the research of M city branch of industrial and commercial bank of China. By applying modern marketing theory and combining with its internal and external marketing environment, this paper will objectively analyze the development status of the bank's business and the existing problems in marketing strategies. In addition, through analysis, the customers of icbc M city branch were subdivided in the market, and the target market selection and market positioning were clarified. Then, on the basis of the 4P marketing strategy, this paper puts forward the improvement measures and the guarantee measures for the implementation of the marketing strategy in the corporate business of M city branch of industrial and commercial bank of China. It can be seen from the research of this paper that the M city branch of industrial and commercial bank of China has outstanding advantages in its own brand and customer resources, but it still has some deficiencies in the aspects of promotion strategy, channel construction, flexible pricing and service and product innovation, mainly because it has not established a sound marketing system. In the probability of M city branch of industrial and commercial bank of China business after the analysis, made clear the M city branch of industrial and commercial bank of China brought to the business transformation in the bank business development market marketing positioning and target market, make high quality customer group can get better maintenance, and for small and medium enterprises to carry out the business also has a very important role. Therefore, the author conducts analysis and research from the four perspectives of promotion, channels, price and product strategy, takesIV into account the actual situation of the bank's business, completes the construction of the corresponding marketing mix system based on the current corporate business situation of M city branch of industrial and commercial bank of China, and completes the design of the corresponding marketing program based on this. Keywords： Industrial and Commercial Bank of China；corporate business； marketing strategyV 目 录 第一章 绪论...............................................................................................................................1 1.1 研究背景及意义...........................................................................................................1 1.1.1 研究背景.............................................................................................................1 1.1.2 研究意义.............................................................................................................2 1.2 国内外研究现状...........................................................................................................3 1.2.1 银行对公业务产品营销理论研究......................................................................3 1.2.2 银行对公业务服务营销理论研究......................................................................4 1.2.3 银行对公业务的营销策略研究..........................................................................5 1.2.4 国内外相关研究评述.........................................................................................6 1.3 研究内容、方法及技术路线.......................................................................................6 1.3.1 研究内容.............................................................................................................6 1.3.2 研究方法.............................................................................................................7 1.3.3 技术路线.............................................................................................................7 第二章 银行对公业务营销相关概念及理论...........................................................................9 2.1 相关概念界定...............................................................................................................9 2.1.1 银行对公业务的内涵.........................................................................................9 2.1.2 银行对公业务的特点.........................................................................................9 2.1.3 市场营销的内涵.................................................................................................9 2.1.4 银行对公业务营销的内涵.................................................................................9 2.2 市场营销相关理论.....................................................................................................10 2.2.1 4P 理论.............................................................................................................. 10 2.2.2 STP 理论............................................................................................................11 2.2.3 整合营销理论...................................................................................................12 2.2.4 组织市场营销理论...........................................................................................13 2.2.5 关系营销理论...................................................................................................13 第三章 中国工商银行 M 市分行对公业务发展现状...........................................................15 3.1 中国工商银行 M 市分行概况...................................................................................15 3.2 中国工商银行 M 市分行对公业务类型及发展现状...............................................15 3.3 中国工商银行 M 市分行对公业务发展质量...........................................................17 3.4 中国工商银行 M 市分行对公业务发展综述...........................................................18 3.4.1 各项对公业务情况综述....................................................................................18 3.4.2 对公业务发展情况综述............................................................................