H银行大连分行出口信用险融资营销策略研究
Research on Marketing Strategies of H Bank Dalian Branch’s Trade
Finance against Export Credit Insurance Policy
Abstract
In recent years, in the context of increasing global economic uncertainty and rising
international trade protectionism, China’s exporters are facing increasing overseas credit risks.
Exporters urgently need financial products that can guarantee the security of foreign trade
collections and at the same time provide funds to meet their financing needs. Trade finance
against export credit insurance policy (hereinafter referred to as “the product”) is regarded as a
win-win trade financing product thanks to its functions on meeting exporters’ financing needs
and acting as a guarantee for the trade payment once importers fail in paying for goods, and
meanwhile, bringing in trade profit for commercial banks.
As the most important port city in the Northeast China and an important node city for
China’s implementation of the Belt and Road initiative, Dalian has many import and export
enterprises, and there is a strong potential market demand for the product. In order to meet
market need, H Bank Dalian Branch has been actively marketing the product since 2009.
However, whether it is compared with other banks in Dalian area, or compared with other trade
financing products of H Bank Dalian Branch, sales performance of the product is unsatisfactory.
So it is necessary for H Bank Dalian Branch to review the marketing strategies of the product.
Guided by 4P marketing theory, this thesis firstly uses PEST analysis method and Porter's
five forces model to sort out the internal and external environment of H Bank Dalian Branch,
and then analyzes the problems and causes of the current product marketing. Finally, based on
STP strategic management method, puts forward new marketing strategies of the product and
corresponding guarantee countermeasures. The analysis of the thesis shows that, as a foreign
bank, H Bank Dalian Branch has the advantages of a wide global network and rich experiences
in trade finance, but it also faces a competitive situation with fewer outlets in Dalian area and a
relatively late launch of the product. It is found that H Bank Dalian Branch has the following
problems in marketing the product, such as serious product homogeneity, uncompetitive price,
single sales channel, insufficient advertising and sales-managers’ being inactive to push the
product. The reasons that caused the above problems are lack of innovation awareness,
unscientific pricing model, insufficient channel construction, outdated promotion methods,
and existing performance appraisal’s little effect on motivating sales persons. In order to solve
these problems, this thesis proposes to strengthen product/service innovation, adopt
differential pricing method, enrich marketing channels, use various forms to improve publicity
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大连理工大学专业学位硕士学位论文
effect and adjust performance appraisal. Finally, the thesis gives the corresponding guarantee
countermeasures, including organizational guarantee, human resource guarantee and system
guarantee measures, to ensure the smooth implementation of the improved marketing
strategies.
Key Words：Trade Finance against Export Credit Insurance Policy; Marketing Strategies; 4P
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H银行大连分行出口信用险融资营销策略研究
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................ II
1 绪论.............................................................................................................................. 1
1.1 研究背景与研究意义....................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 2
1.2 研究内容........................................................................................................... 2
1.3 研究方法........................................................................................................... 3
2 理论基础...................................................................................................................... 4
2.1 出口信用险融资定义....................................................................................... 4
2.1.1 出口信用险............................................................................................ 4
2.1.2 出口信用险融资.................................................................................... 4
2.2 营销策略相关理论........................................................................................... 6
2.2.1 STP理论................................................................................................ 6
2.2.2 营销组合理论........................................................................................ 7
2.3 市场营销分析工具........................................................................................... 8
2.3.1 PEST分析方法...................................................................................... 8
2.3.2 波特五力模型........................................................................................ 9
2.4 国内外研究现状............................................................................................. 10
2.4.1 市场营销理论...................................................................................... 10
2.4.2 商业银行市场营销.............................................................................. 11
2.4.3 信保融资以及贸易融资市场营销...................................................... 13
2.4.4 国内外研究评述.................................................................................. 14
3 H银行大连分行信保融资营销环境分析................................................................ 15
3.1 H银行大连分行概况..................................................................................... 15
3.1.1 H银行基本情况.................................................................................. 15
3.1.2 大连分行基本情况.............................................................................. 16
3.1.3 大连分行贸易融资情况...................................................................... 16
3.2 信保融资宏观环境分析................................................................................. 17
3.2.1 政治环境.............................................................................................. 17
3.2.2 经济环境.............................................................................................. 19
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