交通银行潍坊分行消费信贷营销策略研究-工商管理专业论文.docxVIP

摘 摘 要 本文综合运用市场营销学、经济学、服务营销学、商业银行经营管理等知 识，通过对交通银行潍坊分行个人消费信贷业务发展现状的调查分析，指出本 行在消费信贷业务营销方面存在的突出问题，并结合实际，提出明确的细分市 场策略，在确定目标市场的基础上，通过实旋组合营销策略，及策略保障措旋， 确立市场优势，提高竞争能力。 文章首先介绍了消费信贷业务的有关知识，通过现状，分析出潍坊交行在 消费信贷业务营销方面存在的目标市场不明确、渠道单一、产品单一、客户管 理不善等问题，并指出解决这一问题的必要性和重要性。 其次，介入解决问题的基础，通过科学的市场细分，有所为，有所不为， 确立二手房市场、信用卡消费市场、汽车消费市场作为消费信贷主要目标市场， 进而进行市场和产品的定位。 第三部分是文章的主体部分，提出解决问题的途径：通过在细分市场上实 施产品策略，提高产品竞争能力：实施多渠道策略，发挥中介优势：实施促销 策略，扩大产品知名度；强调客户管理策略是所有策略实施的基础和保障。通 过组合营销策略，集中优势力量进入细分市场、扩大份额，确立和巩固自己的 优势地位，将个人消费信贷业务做大做强。 最后，以客户理念、风险管理、组织管理保障策略的有效实施。 关键词：营销；策略；消费信贷 AbstractThe Abstract The article multiply uses the knowledge of Marketing，Economics，Service Marketing and the Management ofCommercial Bank．points out the problems such as the lack of scope，the slowness of speed and the lowness of efficiency,analyses the reaSon of the restricting of further development，and solves the problems through management through the investigate and analysis of the personal consumpfion credit business of Bank of Communication,Weifang Branch． First，the article presents about the knowledge ofthe consumption credit business， analyses the problems which is in the consumption credit business，and points out that it is important and necessary to the solving this problems． Then，by the market subdivision it establishes the vehicle house market，the card consumption market and the Car market to the main target market，and fixes the markets and products． In article，part three is the main，puts forward the way of solving problems．In the market of subdivision implement the brand strategy,and characteristic ourselves； makes full use ofthe advantage ofthe agency；carries out the sales promotion to make the product more famous；the customer management strategy is the core and guarantee of all the strategies．Through the group marketing strategy,centralizes the predominance forth to enter the subdivision market，enlarges the shares，establishes and consolidates superiority status ourselves，and finally lets the personal consumption cr