I 摘要 近年来,我国经济结构不断优化,新经济动能不断涌现,大量金融需求随之产生,商业 银行面临着重大机遇和挑战。在商业银行的各项业务中，对公业务发展的规模和质量直 接影响着商业银行的经济利润,对公业务的发展和创新直接决定着银行效益。面对互联金 融企业的崛起和外资银行竞争，以及商业银行自身的弊病，商业银行的对公业务面临着 严重的冲击，客户流失现象严重，为解决这一问题，各商业银行都在加快对公业务的组 织架构、运行体制等营销策略方面的优化和完善。从对公业务面临的压力来看，市场在 变，客户在变，同行在变，监管形势在变，变化速度远超预期，倒逼对公业务统筹谋划 各个方面、各个层次、各个要素，加大重要领域和关键环节的改革力度，建立一套适应 新发展需求的新打法。各商业银行都应该重新定位，顺应新形势，利用金融科技，优化 客户结构，从而保证甚至扩大自己的对公业务市场份额及利润。 沧州银行历经 21 年的发展，作为河北省股份制商业银行的优秀代表，一直走在发 展改革的前列，凭着差异化定位和独特的模式在对公业务市场上占据了一定的份额，通 过优化服务质量，加快金融创新，保证稳健底线，赢得了不错的市场。但是在互联金融 的不断创新下，传统的业务产品设计和服务模式已经无法满足市场的发展要求，要想继 续把握发展优势，沧州银行保定分行必须在提升对公业务能力上重点提高。制定科学的 对公业务营销策略，提升银行对公业务的销售能力，开拓沧州银行对公业务细分市场， 是当前的金融环境下沧州银行的重要发展方向，也是沧州银行当前面临的机遇与挑战。 本文研究了商业银行营销管理的发展历程及相关营销理论，总结了我国商业银行营 销管理发展历程和对公业务营销的发展及现状。分析了沧州银行保定分行的发展现状， 对公业务营销中的优势和劣势。通过运用 7P 理论进行模型分析，探究该银行对公业务 营销能力有待提高的原因，并且将模型理论、金融环境和实际结合，精准地提出沧州银 行保定分行对公业务服务营销的优化策略，同时也提出实施和保障措施。 关键词 营销策略 沧州银行 对公业务河北大学硕士学位论文 II Abstract In recent years, with the continuous optimization of China's economic structure and the emergence of new economic momentum, a large number of financial demand has been generated, and commercial banks are facing major opportunities and challenges. In all kinds of business of commercial banks, the scale and quality of corporate business development directly affect the economic profits of commercial banks, and the development and innovation of corporate business directly determine the Bank benefits. In the face of the rise of Internet financial enterprises and the competition of foreign banks, as well as the disadvantages of commercial banks, the corporate business of commercial banks is facing serious impact, and the phenomenon of customer loss is serious. In order to solve this problem, all commercial banks are speeding up the optimization and improvement of marketing strategies such as organizational structure and operation system of corporate business. From the perspective of the pressure faced by corporate business, the market is changing, customers are changing, peers are changing, and the regulatory situation is changing. The change speed is far faster than expected, which forces the corporate business to plan all aspects, levels and elements, increase the reform efforts in important fields and key links, and establish a set of new methods to meet the needs of new development. All commercial banks should reposition themselves, adapt to the new situation, use financial technology and optimize customer structure, so as to ensure or even expand their market share and profits of corporate business. After 21 years of development, Cangzhou bank, as an excellent representative of joint-stock commercial banks in Hebei Province, has been in the forefront of development and reform. With its differentiated positioning and unique mode, Cangzhou bank has occupied a certain share in the corporate business market. By optimizing the service quality, accelerating financial innovation, ensuring the stable bottom line, Cangzhou bank has won a good market. However, with the continuous innovation of Internet finance, the traditional business productAbstract III design and service mode has been unable to meet the development requirements of the market. In order to continue to grasp the development advantages, Baoding Branch of Cangzhou bank must focus on improving its corporate business ability. It is an important development direction of Cangzhou bank under the current financial environment to formulate scientific marketing strategy of corporate business, improve the sales ability of bank to corporate business, and open up the segmented market of corporate business of Cangzhou bank, which is also the opportunity and challenge faced by Cangzhou bank. This paper studies the development process of marketing management of commercial banks and related marketing theories, and summarizes the development process of marketing management of commercial banks and the development and status quo of corporate business marketing in China. This paper analyzes the development status of Baoding Branch of Cangzhou bank, and the advantages and disadvantages of public business marketing. Through the model analysis of 7p theory, this paper explores the reasons why the bank's corporate business marketing ability needs to be strengthened, and combines the model theory, financial environment and practice, and puts forward the countermeasures to improve the corporate business marketing strategy of Baoding Branch of Cangzhou bank.Implementing and guaranteeing measures are put forward. Key words Marketing strategy Cangzhou bank Public business河北大学硕士学位论文 IV 目 录 第一章 引言.............................................................................................................................1 1.1 研究背景与意义...........................................................................................................1 1.1.1 研究背景............................................................................................................1 1.1.2 研究意义............................................................................................................2 1.2 国内外研究综述...........................................................................................................2 1.2.1 国外研究综述....................................................................................................2 1.2.2 国内研究综述....................................................................................................3 1.3 研究内容与方法...........................................................................................................4 1.3.1 研究内容............................................................................................................4 1.3.2 研究方法............................................................................................................5 1.4 论文框架.......................................................................................................................5 第二章 研究的理论基础.........................................................................................................6 2.1 服务和服务营销的基本概念.......................................................................................6 2.2 服务营销的 7P 理论....................................................................................................6 2.3 商业银行市场营销理论选择.......................................................................................9 2.4 商业银行对公业务的营销特点.................................................................................11 第三章 沧州银行保定分行对公业务营销现状及问题.......................................................12 3.1 沧州银行保定分行概况.............................................................................................12 3.2 沧州银行保定分行对公业务营销现状调查.............................................................12 3.3 沧州银行保定分行对公业务营销现状分析.............................................................14 3.3.1 对公业务产品现状分析..................................................................................14 3.3.2 对公业务产品价格分析.............