摘要：随着国内经济的持续高速发展，多层次客户的金融服务需求呈现出多样化。以间接融资为主的融资体系开始发生根本变化，传统商业银行业务不再能满足客户的多层次需求。目前金融监管和市场环境越来越严峻，如何最大程度上通过营销策略发展我国投银行业务，是我国商业银行发展投资银行业务的关键。本文采取了市场营销理论，提出并分析了我国商业银行发展投行业务的营销策略。

本文通过分析我国投行业务背景、营销内外部环境，找出目前我国商业银行发展投行业务主要存在的问题；运用SWOT工具对中国投行业务的优劣势进行综合研究；研究了我国投资银行不同业务目标市场定位，提出了切实可行的中国投资银行业务营销策略方案与建议，包含了产品策略、定价策略、渠道策略、促销策略的4P营销策略组合。本文为我国商业银行投行业务的发展提供了营销策略的分析与建议，对投行业务提高市场占有率有一定的指导意义。

关键词：商业银行，投资银行，营销策略研究

Analysis of Investment Bank Marketing Strategy

Abstract:    With the sustained and rapid development of the domestic economy, the demand for financial services of multi-level customers has presented persification.The financing system based on indirect financing began to fundamentally change, and traditional commercial banking services can no longer meet the multi-level demands of customers. At present, financial supervision and market environment are increasingly severe. How to maximize the development of China's investment banking business through marketing strategies is the key to the development of investment banking business in China's commercial banks.This article adopts the marketing theory and proposes and analyzes the marketing tactics of China's commercial banks to develop the investment banking business.

   This article analyzes the background, marketing internal and external environment of China's investment banking, finds out the main problems existing in the development of China's commercial banks' investment banking business, and uses SWOT tools to comprehensively study the advantages and disadvantages of China's investment banking business；This paper studies the target market positioning of different business investment banks in China, and puts forward feasible marketing strategies and proposals for China investment banking business.，contains product strategy, pricing strategy, channel strategy, promotion strategy of 4P marketing strategy portfolio.This article provides analysis and suggestions for the development of China's commercial bank investment banking business, and it has a certain guiding significance for the investment banking business to increase market share.

Keywords: Commercial Bank, Investment Bank, Marketing Strategy Research.

目录

一、 绪论 1

1.1研究背景 1

1.2研究现状 2

1.3研究方法 3

1.4研究目的和意义 3

二、相关研究理论 5

2.1市场营销理论 5

2.2 4Ps市场营销组合 5

三、 我国投资银行业务营销环境分析 7

3.1我国投资银行业务营销的外部环境 7

3.2我国投资银行业务营销的内部环境 9

3.3我国投资银行业务发展的SWOT综合分析 13

四、我国投资银行业务市场营销策略分析 17

4.1 我国投资银行业务市场细分及定位 17

4.2 我国投资银行业务4P营销策略组合 19

4.3我国投资银行业务市场营销策略 22

4.4我国投资银行业务配套营销实施保障 23

五、结论 25

致谢 27

参考文献 28

第一章 绪论

1.1研究背景

在严峻的市场生存环境下，由于市场监管环境、竞争环境和客户需求环境的变动，中国社会金融制度的不断改革与深入，中国商业银行的转型迫在眉睫，我国商业银行发展投行业务将要面临诸多机会与挑战。