發(fā)布時間：2018-04-24 22:03

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

【摘要】：房地產(chǎn)供應鏈融資是指銀行對以房地產(chǎn)企業(yè)所在的供應鏈中的各個企業(yè)或者是個人提供的銀行融資服務,為解決房地產(chǎn)企業(yè)的融資需要、降低供應鏈整體財務成本、優(yōu)化資金使用效率而提供的系統(tǒng)性金融服務方案。近幾年,隨著經(jīng)濟、政策、財務管理等內(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)的融資方式向供應鏈融資進行轉(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)供應鏈融資業(yè)務,協(xié)調(diào)整個供應鏈資金流,降低企業(yè)整體財務成本,為其提供系統(tǒng)性的金融服務。目前,國內(nèi)很多商業(yè)銀行對房地產(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)供應鏈融資業(yè)務,但所能提供的產(chǎn)品大多同質(zhì)化嚴重,缺乏創(chuàng)新性,還沒有形成成熟的房地產(chǎn)供應鏈融資市場。在這種環(huán)境下,房地產(chǎn)供應鏈融資業(yè)務已成為商業(yè)銀行競相發(fā)展的焦點,通過該項業(yè)務搶奪房地產(chǎn)融資市場的份額,因此,如何認知房地產(chǎn)供應鏈融資業(yè)務的內(nèi)外部環(huán)境并制定營銷策略,成為我國商業(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)供應鏈融資既屬于房地產(chǎn)融資業(yè)務,也屬于供應鏈融資業(yè)務,為兩者的交叉領域,目前,國內(nèi)外學術(shù)界分別對房地產(chǎn)融資和供應鏈融資的研究較多,具備較為完善的理論體系,而專門針對房地產(chǎn)供應鏈融資這一單項業(yè)務的研究較少,因此,本文對房地產(chǎn)供應鏈融資的研究,在一定程度上填補了該項業(yè)務理論的空白。本文主要采用比文獻研究法、比較研究法和調(diào)查研究法對中國XX銀行SD分行房地產(chǎn)供應鏈融資業(yè)務的營銷策略進行研究,通過山東省圖書館、互聯(lián)網(wǎng)、山東大學圖書館、中國知網(wǎng)等多渠道收集相關資料,比較分析國內(nèi)外同行業(yè)的房地產(chǎn)供應鏈融資業(yè)務發(fā)展情況,通過對中國XX銀行SD分行的調(diào)查,獲得相關的一手資料。本文以中國XX銀行SD分行房地產(chǎn)供應鏈融資業(yè)務為研究對象,說明了該項業(yè)務開展的背景和意義,敘述了相關理論研究;列舉國內(nèi)外銀行機構(gòu)開展供應鏈融資業(yè)務的案例,總結(jié)其業(yè)務發(fā)展經(jīng)驗;運用SWOT分析工具對SD分行房地產(chǎn)供應鏈融資的內(nèi)外部環(huán)境進行分析,并對房地產(chǎn)供應鏈融資業(yè)務市場進行細分,明確營銷目標群體;進而制定了中國XX銀行SD分行房地產(chǎn)供應鏈融資業(yè)務營銷的產(chǎn)品策略、價格策略、渠道策略和促銷策略等。本文對中國XX銀行SD分行房地產(chǎn)供應鏈融資業(yè)務營銷策略的研究為中國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,也進一步豐富了供應鏈融資的相關理論研究。
[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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4;F274;F832.33

【參考文獻】

相關期刊論文 前10條

1 韓雪蓮;;淺談房地產(chǎn)開發(fā)企業(yè)融資創(chuàng)新[J];經(jīng)營管理者;2016年36期

2 魏悅;;當前房地產(chǎn)企業(yè)融資問題研究[J];智能城市;2016年10期

3 于輝;馬云麟;;訂單轉(zhuǎn)保理融資模式的供應鏈金融模型[J];系統(tǒng)工程理論與實踐;2015年07期

4 張錦萍;;新形勢下房地產(chǎn)財務管理現(xiàn)狀及對策[J];中外企業(yè)家;2015年14期

5 耿繼唐;王帥堯;;供應鏈融資中如何選擇理想的核心企業(yè)[J];現(xiàn)代商業(yè);2015年06期

6 王達;;美國互聯(lián)網(wǎng)金融的發(fā)展及中美互聯(lián)網(wǎng)金融的比較——基于網(wǎng)絡經(jīng)濟學視角的研究與思考[J];國際金融研究;2014年12期

7 王若霖;;伊犁新天煤制氣項目資金管理與風險防范[J];石油化工建設;2014年02期

8 李森;劉媛華;;供應鏈金融視角的中小企業(yè)信貸問題研究——基于層次分析法的對比分析[J];科技與經(jīng)濟;2013年05期

9 陳簫;;房地產(chǎn)供應鏈成本管理方法研究[J];中華建設;2013年05期

10 陳通;;打造創(chuàng)新合作平臺——記興業(yè)銀行在銀銀合作領域的創(chuàng)新實踐[J];金融電子化;2013年04期

，

本文編號：1798440