工商银行北京分行企业年金业务营销策略研究-工商管理专业论文.docx

摘 要 近年来，国际金融危机和欧债危机影响持续，虽然 2013 年以来全球经济增 长前景有所改善，但是风险和不确定性仍然较多。中国经济运行整体较平稳，但 结构性矛盾依然较多。在国内金融改革方面，贷款利率管制已全面放开，并开始 实施新资本管理办法，金融脱媒日益明显，传统的商业银行存贷款业务面临增长 瓶颈。面对上述新的变化，就需要商业银行积极应对国内外形势，坚持改革创新， 高度重视和开拓低风险、低经济资本占用、高收益的中间业务产品。商业银行如 何利用企业年金这一新兴中间业务品种，利用自身综合竞争优势，营销拓展养老 金市场，是值得各家具有年金业务资格牌照的商业银行深入研究的课题。 本文以工商银行北京市分行为例，对其企业年金营销策略进行研究。论文首 先以企业年金理论、竞争力理论、市场营销理论等为基础，结合商业银行业务实 践，采用定性和定量分析相结合的方法，按照“自上而下”的顺序，首先以 PEST 分析模型和波特五力模型分析工具，对宏观环境和企业年金行业进行分析。随后 通过 SWOT 分析工具，对该企业面临的优势、劣势、机遇和挑战四个维度逐一 分析，通过对企业面临的内外部微观环境分析，揭示该企业竞争实力，并通过构 建“竞争力指标体系”，并逐一评估，得出该企业竞争力结论。最后，本论文详细 探讨了工行北京分行具体营销策略。在进行市场客户细分和目标客户定位的基础 上，提出了基于 4Ps 的产品、价格、促销和渠道营销策略方案，为了确保上述营 销策略组合的顺利实施，还制定了包括人力资源保障、财务保障、信息技术保障 和风险控制保障在内的配套保障措施。 关键词：银行，企业年金，竞争力，营销 Abstract In recent years, the international financial crisis and European debt crisis continues, although since 2013, global growth prospects have improved, but risks and uncertainties still exist. Chinas overall economy is relatively stable, but at the same time, there are structural contradictions. Domestic financial reform is implemented, financial deregulation such as loan interest rate liberalization is a typical example. Regulatory authorities began to implement the new capital management measures, financial disintermediation becomes more and more obvious, the traditional commercial bank deposit and lending business facing bottlenecks. It requires commercial banks to actively respond to the situation, insist on reform and innovation, attaches great importance to and develops the low risk, low economic capital takes up, high yield of the intermediary business products. How commercial banks use “enterprise annuity” as the new intermediate business varieties, make full use of their comprehensive competitive advantage and expand pension market? It is worth each commercial bank to further study of the subject. Based on the ICBC Beijing branch as an example, this paper is focus on the study of marketing strategy of its enterprise annuity business. First of all, according to the theor