HX Bank, Nanjing Branch Of Debt Financing Instrument Underwriting Business Development And Strategic Research

In response to the call of the State Council on vigorously develop China’s capital market,the People’s Bank of China announced"short-term financing bills management approach", China’s commercial banks launched in the non-financial corporate debt financing instruments underwriting business in2005. Debt financing instruments underwriting business to broaden the financing channels for enterprises. It has a positive role in promoting commercial banks into the business model, business restructuring, innovative services and improving intermediary business revenue. It is becoming an important means in the process of restructuring and development of the commercial banks. In the current market environment and regulatory environment, how to develop debt financing instruments underwriting business is many Commercial banks debt financing tool underwriting business need to consider, also facing to HX Bank, Nanjing Branch. In this thesis, will use HX Bank, Nanjing Branch of debt financing instruments underwriting business development as an example, use marketing theory, analysis HX Bank, Nanjing Branch of debt financing instruments underwriting market environment, the target customers, a variety of products marketing strategy and proposed marketing strategy implementation of safeguards. The thesis is divided into five parts, the first part is the research background, research questions and objectives, research ideas and methods, and the main theoretical and literature; the second part provides a brief analysis of the development of the debt financing instruments, proposed the development of debt financing instrument underwriting business necessity; the third part analyzes the HX Bank, Nanjing Branch of debt financing instruments development environment, to submit their problems; the fourth part use the SWOT analysis tool to analyze the internal and external environment of HX Bank, Nanjing Branch of debt financing instruments underwriting business; the fifth part presents HX Bank, Nanjing Branch of debt financing instruments underwriting business development goals, corresponding strategies, and proposed safeguards. In this thesis, analysisthe internal and external environment of HX Bank, Nanjing Branch of debt financing instruments underwriting business, detailed and comprehensive analysis of the advantages and disadvantages; especially analysis its development debt financing tool underwriting business target customers market positioning, the marketing strategy of debt financing instruments of various products and the corresponding safeguards. In this thesis, both HX Bank, Nanjing Branch of debt financing instruments underwriting business development with the countermeasures, but also the development of other commercial banks debt financing instruments underwriting business also has a certain reference value.