重庆银行贷款营销策略研究

发布时间：2018-04-17 06:42

本文选题：贷款 + 营销策略　；参考：《西南财经大学》2013年硕士论文

【摘要】：通过十几年的发展,重庆银行现已成为一家治理规范、资本充足、特色突出、定位清晰、效益良好的股份制商业银行。重庆银行经营特色突出,在监管部门的指导下,大力发展小额信贷业务,并积极引进国际先进技术和理念,与重庆银行实际相结合,形成了其独有的小额信贷模式,在小额信贷领域形成了较强的核心竞争力。但是作为一家起步较晚的地区性银行,由于客户群体相对较小,在资金和技术都不占优势的情况下,其生存必然受到大银行的威胁,为了保存既有的中小企业市场和开辟新的市场,重庆银行在中小企业贷款方面的营销显得尤为紧迫。重庆银行开展中小企业信贷营销的意义在于能够适应金融创新的需求,提高重庆银行的信贷资产质量和维护大客户的合作关系。鉴于此,本文以SWOT、4PS、STP等营销理论为基础,结合重庆银行的实际情况进行了分析和探讨,本文认为重庆银行应面对自身资金规模、人员素质和贷款经验不占优势的现状,从重视对中小企业贷款市场的开拓、发展对中小企业贷款业务要制定长期计划、完善贷款业务的内部管理机制、提高客户的识别能力、主攻优质客户、加强企业文化建设、丰富抵押品种等方面进行营销策略的实施。
[Abstract]:Through the development of more than ten years, Chongqing Bank has become a joint-stock commercial bank with sufficient capital, outstanding characteristics, clear positioning and good benefit.Chongqing Bank has outstanding operating characteristics, under the guidance of the regulatory authorities, vigorously develop microfinance business, and actively introduce advanced international technology and ideas, and Chongqing Bank of the actual combination, forming its unique microfinance model.In the field of microfinance has formed a strong core competitiveness.However, as a regional bank with a relatively late start, because of the relatively small customer base, its survival is bound to be threatened by the big banks under the condition that the capital and technology are not dominant.In order to preserve the existing SME market and open up new market, Chongqing Bank's marketing of SME loan is particularly urgent.The significance of credit marketing of small and medium-sized enterprises in Chongqing Bank lies in meeting the needs of financial innovation, improving the quality of credit assets of Chongqing Bank and maintaining the cooperative relationship of large customers.In view of this, based on the marketing theory such as SWOTX 4PSN STP and combining with the actual situation of Chongqing Bank, this paper holds that Chongqing Bank should face the present situation that its own capital scale, personnel quality and loan experience are not dominant.In order to develop the loan market for small and medium-sized enterprises, we should draw up long-term plans for the development of loan business for small and medium-sized enterprises, perfect the internal management mechanism of the loan business, improve the ability of customer identification, focus on high-quality customers, and strengthen the construction of enterprise culture.Rich mortgage varieties and other aspects of the implementation of marketing strategies.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.4;F276.3

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