国家开发银行青海省分行中间业务营销策略分析word格式论文.docxVIP

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国家开发银行青海省分行中间业务营销策略分析word格式论文.docx

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国家开发银行青海省分行中间业务营销策略分析word格式论文

目录中文摘要··························································································· I 英文摘要·························································································· II 目录························································································· III 第 1 章总论·················································································· (1)1.1 选题的意义及背景···································································· (1)1.2 研究内容和基本框架································································· (2)1.3 文献和理论综述······································································· (3)第 2 章中间业务营销策略研究现状和发展趋势 ···································· (6)2.1 银行业中间业务营销策略、发展趋势和启示 ·································· (6)2.2 开行青海分行中间业务营销策略研究现状 ···································· (14)第 3 章开行青海分行中间业务环境分析·············································· (20)3.1 青海省银行业中间业务市场环境和竞争格局 ································· (20)3.2 开行青海分行中间业务竞争 SWOT 分析 ········································· (24)3.3 开行青海分行中间业务营销中存在问题 ······································· (31)第 4 章开行青海分行中间业务营销策略 ············································ (33)4.1 中间业务战略定位和发展目标 ··················································· (33)4.2 中间业务产品策略··································································· (33)4.3 中间业务营销机制和体制建设策略 ············································· (38)4.4 以客户需求为导向的中间业务营销竞争策略 ································· (41)第 5 章结语················································································· (49)参考文献······················································································· (50)致谢 ························································································ (52)III第 1 章总论1.1 选题的意义及背景1.1.1 中间业务是现代银行业的发展趋势中间业务（Intermediate business）在国际银行业又称为中间市场业务，通常指“不构成商业银行表内资产和表内负债，能够形成银行非利息收入的业务”，被誉为现代银行的核心业务之一，与资产、负债并称为金融业务的“三驾马车”。中间业务的发生一般不直接涉及银行自身资产负债的变化，但能为银行带来可观、稳定的收入。与银行传统的资产和负债业务相比较，经济资本占用低、收益高、风险小是中间业务的显著特点。大