摘要：我国经济和金融业的发展,各项银行金融衍生产品因此应运而生,它不仅满足了人们规避风险的需要,也为投资者提供了对冲风险和套期保值的工具。同时能为商业银行的中间业务带来发展,使我国金融市场的功能得以更加健全和充分发展,运行效率得到更大的提高。 金融衍生产品在工商银行的发展,在2007年经历了其辉煌后,至2007年10月由于美国次贷危机的爆发引发的全球性金融危机,致使银行金融衍生品的收益大幅下降,一些品种收益率为零甚至为负收益。2008年9月15日有着158年历史的美国第四大投行雷蒙兄弟申请破产,更带来了金融市场的大地震。致使人们对金融衍生品产生恐惧和疑惑,甚至有叫停舆论,这无疑给稍有起色的工商银行金融衍生品发展带来了相当巨大的影响,在影响了投资者对银行信任的同时,也对工商银行还处在初级阶段的金融衍生品业务的发展产生了压力和阻力。 面对复杂和竞争激烈的金融市场,工商银行的金融衍生品该如何继续营销?本文以它为研究对象,以市场营销相关理论为基础、阐述金融衍生品在工商银行的发展和营销策略,分析其营销环境和它的优势与不足、面临的机会与威胁,通过理论和实践相结合的研究方法,确定其发展战略。并对其市场细分与定位、产品营销策略和风险防范提出建议和研究结论。 10906
论文网关键词：商业银行 金融衍生品 市场营销 营销策略
Abstract:
China's economic and financial development, the bank financial derivative products came into being, it not only meets the needs of the people to avoid risks, to provide investors with a hedge against risk and hedging tools. For the intermediate business of commercial banks to bring development to be more robust and full development of China's financial markets, operating efficiency has been greatly improved. Financial derivative products in the development of the Industrial and Commercial Bank of China, experienced its glory in 2007, to October 2007 due to the outbreak of the U.S. subprime mortgage crisis triggered by the global financial crisis, resulting in the substantial decline in the income of the banking and financial derivatives, some varieties yield The rate is zero or even negative returns. September 15, 2008 has a 158-year-old fourth-largest U.S. investment bank Raymond Brothers filed for bankruptcy, financial markets earthquake. Causing people to fear and doubts of financial derivatives, even halt opinion, this will undoubtedly give a little improvement of the Industrial and Commercial Bank of financial derivatives development has brought a huge impact in the affected investors bank trust, Industrial and Commercial Bank still in the initial stages of business development of financial derivatives pressure and resistance. The face of complex and competitive financial markets, financial derivatives, the Industrial and Commercial Bank of how to continue marketing? It as the research object, based on the marketing theory of financial derivatives in the development and marketing strategy of the Industrial and Commercial Bank of analysis its marketing environment and its strengths and weaknesses, opportunities and threats faced by the theory and practice of combining research methods to determine their development strategies. Suggestions and conclusion of the study and its market segmentation and positioning, product marketing, strategy and risk prevention.
Keywords: commercial banks, financial derivatives market marketing marketing strategy
目录
引言    1
一 、 概述    2
1．研究背景    2
2．研究意义    2
3．研究思路和方法    3
二、 金融衍生产品的发展和现状    4
1．金融衍生品概述    4
2．金融衍生产品的种类    4 工商银行的金融衍生产品营销策略研究:http://www.751com.cn/guanli/lunwen_10132.html