發(fā)布時(shí)間：2018-04-24 22:03

  本文選題：商業(yè)銀行 + 房地產(chǎn)供應(yīng)鏈融資��； 參考：《山東大學(xué)》2017年碩士論文

【摘要】：房地產(chǎn)供應(yīng)鏈融資是指銀行對(duì)以房地產(chǎn)企業(yè)所在的供應(yīng)鏈中的各個(gè)企業(yè)或者是個(gè)人提供的銀行融資服務(wù),為解決房地產(chǎn)企業(yè)的融資需要、降低供應(yīng)鏈整體財(cái)務(wù)成本、優(yōu)化資金使用效率而提供的系統(tǒng)性金融服務(wù)方案。近幾年,隨著經(jīng)濟(jì)、政策、財(cái)務(wù)管理等內(nèi)外部環(huán)境的影響,房地產(chǎn)企業(yè)開始逐漸地將傳統(tǒng)的融資方式向供應(yīng)鏈融資進(jìn)行轉(zhuǎn)變,而商業(yè)銀行也抓住了房地產(chǎn)企業(yè)的需求,通過開展房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù),協(xié)調(diào)整個(gè)供應(yīng)鏈資金流,降低企業(yè)整體財(cái)務(wù)成本,為其提供系統(tǒng)性的金融服務(wù)。目前,國(guó)內(nèi)很多商業(yè)銀行對(duì)房地產(chǎn)企業(yè)提供的融資產(chǎn)品仍以傳統(tǒng)的貸款為主,難以適應(yīng)房地產(chǎn)企業(yè)的融資需求;而有些銀行已經(jīng)開始發(fā)展房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù),但所能提供的產(chǎn)品大多同質(zhì)化嚴(yán)重,缺乏創(chuàng)新性,還沒有形成成熟的房地產(chǎn)供應(yīng)鏈融資市場(chǎng)。在這種環(huán)境下,房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)已成為商業(yè)銀行競(jìng)相發(fā)展的焦點(diǎn),通過該項(xiàng)業(yè)務(wù)搶奪房地產(chǎn)融資市場(chǎng)的份額,因此,如何認(rèn)知房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)的內(nèi)外部環(huán)境并制定營(yíng)銷策略,成為我國(guó)商業(yè)銀行發(fā)展的重要研究課題。從理論研究的角度來看,房地產(chǎn)供應(yīng)鏈融資既屬于房地產(chǎn)融資業(yè)務(wù),也屬于供應(yīng)鏈融資業(yè)務(wù),為兩者的交叉領(lǐng)域,目前,國(guó)內(nèi)外學(xué)術(shù)界分別對(duì)房地產(chǎn)融資和供應(yīng)鏈融資的研究較多,具備較為完善的理論體系,而專門針對(duì)房地產(chǎn)供應(yīng)鏈融資這一單項(xiàng)業(yè)務(wù)的研究較少,因此,本文對(duì)房地產(chǎn)供應(yīng)鏈融資的研究,在一定程度上填補(bǔ)了該項(xiàng)業(yè)務(wù)理論的空白。本文主要采用比文獻(xiàn)研究法、比較研究法和調(diào)查研究法對(duì)中國(guó)XX銀行SD分行房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)的營(yíng)銷策略進(jìn)行研究,通過山東省圖書館、互聯(lián)網(wǎng)、山東大學(xué)圖書館、中國(guó)知網(wǎng)等多渠道收集相關(guān)資料,比較分析國(guó)內(nèi)外同行業(yè)的房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)發(fā)展情況,通過對(duì)中國(guó)XX銀行SD分行的調(diào)查,獲得相關(guān)的一手資料。本文以中國(guó)XX銀行SD分行房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)為研究對(duì)象,說明了該項(xiàng)業(yè)務(wù)開展的背景和意義,敘述了相關(guān)理論研究;列舉國(guó)內(nèi)外銀行機(jī)構(gòu)開展供應(yīng)鏈融資業(yè)務(wù)的案例,總結(jié)其業(yè)務(wù)發(fā)展經(jīng)驗(yàn);運(yùn)用SWOT分析工具對(duì)SD分行房地產(chǎn)供應(yīng)鏈融資的內(nèi)外部環(huán)境進(jìn)行分析,并對(duì)房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)市場(chǎng)進(jìn)行細(xì)分,明確營(yíng)銷目標(biāo)群體;進(jìn)而制定了中國(guó)XX銀行SD分行房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)營(yíng)銷的產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略等。本文對(duì)中國(guó)XX銀行SD分行房地產(chǎn)供應(yīng)鏈融資業(yè)務(wù)營(yíng)銷策略的研究為中國(guó)XX銀行SD分行以及其他商業(yè)銀行提供了借鑒和理論參考,也進(jìn)一步豐富了供應(yīng)鏈融資的相關(guān)理論研究。
[Abstract]:Real estate supply chain financing refers to the bank financing services provided by banks to all enterprises or individuals in the supply chain in which real estate enterprises are located, in order to meet the financing needs of real estate enterprises and to reduce the overall financial cost of the supply chain. A systematic financial service program that optimizes the efficiency of the use of funds. In recent years, with the influence of internal and external environment, such as economy, policy and financial management, real estate enterprises have gradually changed their traditional financing methods to supply chain financing, and commercial banks have also grasped the demand of real estate enterprises. Through the development of real estate supply chain financing business, coordination of the entire supply chain capital flow, reduce the overall financial costs of enterprises, provide them with systematic financial services. At present, the financing products provided by many commercial banks to real estate enterprises are still dominated by traditional loans, which are difficult to meet the financing needs of real estate enterprises; and some banks have begun to develop the financing business of real estate supply chains. But most of the products can be homogenized, lack of innovation, has not yet formed a mature real estate supply chain financing market. In this environment, the real estate supply chain financing business has become the focus of development of commercial banks, through this business to seize the share of the real estate financing market, therefore, How to understand the internal and external environment of real estate supply chain financing business and formulate marketing strategies has become an important research topic for the development of commercial banks in China. From the perspective of theoretical research, real estate supply chain financing is not only a real estate financing business, but also a supply chain financing business. There are many researches on real estate financing and supply chain financing at home and abroad, and there is a relatively perfect theoretical system. However, there is less research on real estate supply chain financing as a single business, so, The research of real estate supply chain financing in this paper fills the blank of the business theory to a certain extent. This paper studies the marketing strategy of the real estate supply chain financing business of SD Branch of XX Bank of China through the library of Shandong Province, the Internet, and the Library of Shandong University. Through the investigation of SD branch of XX Bank of China, this paper compares and analyzes the development of real estate supply chain financing business at home and abroad. This paper takes the real estate supply chain financing business of SD Branch of XX Bank of China as the research object, explains the background and significance of the business, describes the relevant theoretical research, enumerates the cases of domestic and foreign banking institutions carrying out the supply chain financing business. Summarize its business development experience, use SWOT analysis tools to analyze the internal and external environment of real estate supply chain financing in SD Branch, and subdivide the real estate supply chain financing business market to clarify the marketing target group. Furthermore, the product strategy, price strategy, channel strategy and promotion strategy of SD Branch of XX Bank of China are established. In this paper, the research on the marketing strategy of real estate supply chain financing in SD Branch of XX Bank of China provides reference and theoretical reference for SD Branch of XX Bank of China and other commercial banks, and further enriches the relevant theoretical research on supply chain financing.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F274;F832.33

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