我国商业银行贷款营销策略探讨 张晓炜 2012316011.docxVIP

我国商业银行贷款营销策略探讨 张晓炜 商学院金融工程专业2012（0）班 20123169011 指导老师：朱卫 讲师 内容摘要：商业银行贷款营销是指商业银行是以市场为导向，以客户为中心，以满足不同客户的贷款需求为目的，根据商业银行经营的“三大原则”，安全性、流动性、收益性，通过市场调查与细分、产品开发与设计、价格策略制定、营销渠道拓展及综合促销运用等方式，把贷款销售给客户，实现银行盈利的全部活动。我国的贷款营销体系处在不完善的初级层级：营销缺乏整体规划，思路不够完善；营销人才技术不足，营销效率较低；社会信用环境制约，影响营销拓展；考核激励机制匮乏，综合营销积极性有待提高。因此，针对这些种种问题，应树立贷款营销理念，提高营销效果；合理规划整体贷款营销，完善销售思路；实施人才策略，培养一支高素质的贷款营销队伍；完善考核激励制度，建立利益补偿机制。 关键字：贷款营销；问题分析；建议措施 Marketing Strategy Analysis of Commercial Bank Loans Abstract: Loan Marketing of a commercial bank is market-oriented,customer-focused,which purpose is meet the demand for loans of different customers. According to the three principles of commercial banks,which are safety,liquidity,profitability. Through the way of market research and segmentation, product development and design, pricing strategy development, marketing channel development and use of integrated marketing, loan marketing is the process of loan sold to customers, then get the profit. China’s loans marketing is still in the preliminary level.It is lack of overall planning; It’s also lack of marketing talent and technology, and less efficient; social credit environment constraints, impact of marketing and sales development; assessment and incentive mechanisms are inadequate, integrated marketing initiative to be improved. Therefore, for these problems, we should establish loan marketing ideas to improve marketing effectiveness; reasonable marketing plan as a whole loans, improve their marketing ideas; the implementation of the strategy were to develop a high-quality loans marketing team; improve the assessment and incentive system, establish compensation benefits mechanism Keywords: Loan Sales; Problem Analysis; Proposed Measures 3 - 目 录 中文摘要 英文摘要 一、商业银行贷款营销的概论…………………………………………………1 （1）商业银行贷款营销的概念……………………………………………1 (2) 商业银行贷款营销的发展……………………………………………1 二、我国商业银行面临的问题与困难…………………………………………2 （1）营销理念的错误………………………………………………………2 （2）营销没有完整的规划…………………………………………………3 （3）营销人才的匮乏与整体素质的缺失…………