兰州银行个人贷款营销策略研究.pdf

MBA学位论文 作者：蒲颢文 兰州银行个人贷款营销策略研究 兰州银行个人贷款营销策略研究 中文摘要 近几年经济形势持续低迷，部分中小银行出现资产质量下降、不良贷款率攀 升、盈利水平降低的问题，并面临着互联网金融对传统银行信贷业务的冲击。此 外，随着国民收入的不断增加与居民消费水平的不断提高，个人资金需求旺盛， 个人贷款业务逐渐成为各家银行重点争夺的“蓝海”。在此经济形势下，银行有 必要调整资产结构，优化个人贷款营销策略，以期在激烈的市场竞争中生存发展。 本文在充分研究国内外个人贷款营销理论的基础上，结合兰州银行个人贷款 营销现状，通过PEST分析法和波特五力模型对兰州银行个人贷款发展的内、外 部环境进行分析，同时运用SWOT分析法对兰州银行开展个人贷款的优劣势、面 临的机遇与挑战进行讨论。在上述基础上，运用STP分析法对兰州银行个人贷款 的目标市场进行细分后，选择其中适合的作为目标市场，并针对目标市场，运用 4P+4C 的组合营销理论，将 “产品—顾客”、“价格—成本”、“渠道—便利”、 “促销—沟通”相结合，并借鉴网络营销理论，为兰州银行制定组合营销策略， 同时对营销实施过程中的保障性措施进行构建。 通过对兰州银行个人贷款营销策略研究，能够帮助兰州银行尽快调整资产结 构，缓解因传统公司业务长期累积形成的贷款集中度过高的问题，降低不良贷款 率，提高中间业务收入和综合效益，增强兰州银行的市场竞争力。此外，本文对 西北地区其他城市商业银行的个人贷款业务发展也可提供一定的借鉴和参考。 关键词：兰州银行；个人贷款；营销策略 III MBA学位论文 作者：蒲颢文 兰州银行个人贷款营销策略研究 RESEARCH ON MARKETINGSTRATEGYOF PERSONALLOAN OFBANKOFLANZHOU Abstract Under the economic downturn for several consecutive years, some small and medium-sized banks saw a decline in asset quality and a rise in non-performing loan rate, and the profitability fell under the influence of the acceleration of the marketization of deposit and loan interest rates, and faced with the impact of the booming development of emerging Internet Finance on traditional bank credit business. In addition, with the continuous improvement of national income and consumption level, and the strong demand for personal funds, the personal loan businesshas gradually become a blue ocean for banksto focus on.Therefore, in the current economic situation, it is necessary to adjust the asset structure of banks and optimize the marketing strategy of personal loan business in order to survive and develop inthefiercemarket competition. Based on the full study of domestic and foreign personal loan marketing theory, combined