2021
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2021
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2021
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2021
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摘要
作为商业银行来讲，经营风险是其核心内容，而经营风险的最重要最核心的业务之
一就是公司信贷业务。近年来，我国供给侧结构性改革深入推进，经济发展已经进入高
质量发展，经济发展方式已经由质量效率型的集约增长方式替代过去长期以来的规模速
度型粗放增长，我国的经济政策、产业政策、财政政策产生了多种重要改革和变化。而
在同一时期，长久以来形成的商业银行信贷政策、业务流程、产品制度已经落后于我国
新时代的经济发展的变化。因此，商业银行需要重新做好长期发展规划，把信贷政策、
业务流程、产品制度作为重新调整的内容，不断优化营销策略，创新营销手段，开拓营
销思路，以保证市场核心竞争力。本文旨在研究邮储银行河北省分行公司信贷业务的营
销策略，运用 STP分析和 SWOT分析，可以从理论上为商业银行细分公司信贷业务的
市场，找准邮储银行公司信贷自身的定位和目标市场，从而制定更加切实有效的营销策
略，这对邮储银行公司信贷业务保持优质创新的稳定发展具有十分重要的意义。
邮储银行河北省分行是河北省金融机构的重要组成部分，为服务和支持河北省全省
经济发展起到了重要的作用。但是在近年来，邮储银行河北省分行公司信贷业务在信贷
政策、业务流程、产品制度等方面，出现了许多问题，导致与目前经济社会发展大环境
不相适应，从而出现公司信贷业务发展落后于其他商业银行，市场竞争力下降的局面。
本文通过对邮储银行河北省分行公司信贷业务营销策略研究，运用实证研究法、访谈调
研法、文献欧亿·体育（中国）有限公司查阅等研究方法，总结和分析邮储银行河北省分行公司信贷业务数据，
细分公司信贷市场，研究并制定有针对性的公司信贷的营销策略，研究制定一系列调整
和优化公司信贷营销的保障措施。
关键词：邮储银行；公司信贷；STP分析；SWOT分析；营销策略
I

Abstract
As a commercial bank, business risk is the core content, and one of the most important
and core business risk is corporate credit business. In recent years, China's supply side
structural reform has been further promoted, and economic development has entered a high
quality development. The mode of economic development has replaced the extensive growth
of scale and speed for a long time in the past by intensive growth of quality and efficiency.
China's economic policy, industrial policy and fiscal policy have emerged a variety of
important reforms and changes. At the same time, the credit policy, business process and
product system of commercial banks formed for a long time have lagged behind the changes
of China's economic development in the new era. Therefore, commercial banks need to make
a long-term development plan, take credit policy, business process and product system as the
content of readjustment, continuously optimize marketing strategies, innovate marketing
methods and develop marketing ideas, so as to ensure the core competitiveness of the market.
This thesis aims to study the marketing strategy of corporate credit business of PSBC Hebei
Branch, using STP analysis and SWOT analysis, we can theoretically subdivide the market of
corporate credit business for commercial banks, find out the target market and positioning the
corporate credit of PSBC, so as to formulate a more practical and effective marketing strategy,
which is of great significance for the stable development of PSBC corporate credit business to
maintain high-quality innovation.
PSBC Hebei Branch is an important part of financial institutions in Hebei Province,
which plays an important role in serving and supporting local economic development in Hebei
Province. However, in recent years, there are many problems in the credit policy, business
process, product system and other aspects of the company's credit business of Hebei Branch
of postal savings bank, which lead to the situation that the company's credit business
development lags behind other commercial banks and the market competitiveness declines.
Through the research on the marketing strategy of credit business of PSBC Hebei Branch, this
thesis summarizes and analyzes the data of credit business of PSBC Hebei Branch by using
the empirical analysis, the methods of interviewand literature review, subdivides the corporate
credit market, reserches and formulates targeted marketing strategy of corporate credit, a
series of adjustment and optimization the guarantee measures of the corporate credit.
II
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