商业银行投行业务营销研究
我国商业银行开展投资银行业务营销起步较晚，发展中还存在诸多问题。论文结合国外投资银行的发展经验，系统地分析和阐述了我国商业银行发展投行业务所面临的问题、机遇和挑战，并提出了我国商业银行投行业务发展策略。
在系统介绍国外投资银行业务发展及管理经验的基础上，深入剖析我国商业银行发展投行业务及营销所面对的问题，综合运用金融学、投资银行学、货币银行学、市场营销理论，参考国内外专家关于投资银行理论与实践的成果，借鉴发达国家银行业在开展投资银行业务的先进经验，理论联系实际，以建设银行黑龙江省分行投资银行业务发展为背景，提出了商业银行发展投资银行业务一系列措施，力图构建科学有效的商业银行投行业务营销管理体系框架。目的在于运用科学的分析与金融创新理论和先进的经验，解决商业银行开展投资银行业务营销现存的实际问题。鉴于国内商业银行开展投资银行业务起步时间不长，经验还不十分丰富，关于投资银行业务营销发展研究多侧重于理论研究的实际，对于商业银行投行业务营销方面研究较少，通过对投资银行业务营销理论内涵和外延进行拓展，把商业银行投行业务营销的有效性及实践性内容加上去，力求具有操作性，转换研究的视角，在理论上有所突破，对商业银行投行业务发展具有一定的现实意义。
关键词：商业银行；投资银行；市场营销
ABSTRACT
China's commercial banks start its investment banking business of marketing lately, there are still many questions in the development. This paper, combined with the development of foreign investment banking experience, systematically analyzed and explained the development of China's commercial banks which was face the problem of investment banking, opportunities and challenges, and proposed our country commercial bank investment banking development strategy.
Based on the system introduce foreign investment banking business development and management experience, this article analysis the problems of China's commercial banks to develop investment banking and marketing. After integrated with the use of finance, investment banking, currency bank study, marketing theory, reference to domestic and foreign experts on the theory and practice of investment banking results, learn from developed countries to carry out the banking industry investment banking at the advanced experience of linking theory with reality, based on China Construction Bank branch in Heilongjiang Province for the development of investment banking background, the article give a series of measures which was try to build a scientific and effective management of commercial banks in investment banking marketing framework. Using scientific analysis and theory of financial innovations and advanced experience to resolve the existing practical problems which was launched their investment banking business of commercial banks. In view of the domestic commercial banks in investment banking started was not long, not very rich in experience, the development of investment banking business marketing research focuses on the many theoretical studies of the actual investment banking for commercial banks, and it have less marketing research through investment banking business marketing theory to expand the connotation and extension of the commercial banks and investment, banking marketing effectiveness go together with practical content, and strive to have interoperability, conversion research perspective. In theory, it has a certain practical significance in the development of commercial bank investment banking.
Key word：Commercial banks；Investment banks；Business Marketing
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