中信银行长春分行个人贷款业务营销策略研究

发布时间：2018-01-28 08:26

本文关键词： 个人贷款营销策略中信银行长春分行商业银行　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国的国民经济正在处于高速的发展阶段,居民的工资收入水平也正在逐渐的增长,可供自己支配的收入也在稳定的上升。所以他们对一些金融类的产品的需求量,不仅仅局限在银行储蓄、结算以及汇兑业务等方面,反而对如理财投资、超前消费等一些新兴的金融工具以及产品拥有着很大的兴趣。这种国民的消费行为以及他们的消费观念,使很多商业银行在个人贷款业务方面有了新的机遇和发展。与此同时,我国在十二五规划中明确指出“我国应该要把扩大内需战略、使国民的消费扩大化的长效机制作为重要的发展方向。使国民的潜意识消费能够有效的转变成为现实的消费体系。”因此把握住我国居民消费结构升级的机遇,有效的发展个人贷款业务,不仅可以理性的支持合我国居民的消费观念,也符合我国对拉动内需的发展要求。中信银行长春分行成立于2009年9月25日,也是中信银行总行在东北三省完成的最后战略布局。随着近几年长春分行各项业务的发展以及业务结构调整,其个人贷款业务发展也从无到有、从慢到到快并形成了别具一格营销模式。在众多的商业银行中,中信银行长春分行的个人贷款业务已经形成了一定的规模。本文,在介绍中信银行长春分行具有代表性的个人贷款产品中,慢慢的了解了当前中信银行长春分行对于个人贷款营销的现状,并对当前的形式,发现了营销现状的中存在的问题和阻碍中信银行长春分行在个人贷款营销战略的因素。结合当前经济的发展的现状,提出了针对性的建议。
[Abstract]:Our country's national economy is in the high speed development stage, the resident's wage income level is also gradually increasing. Income at their disposal is also steadily rising, so their demand for some financial products is not limited to bank savings, settlement and exchange operations, but rather to financial investment. There is a lot of interest in a number of emerging financial instruments and products, such as consumption ahead of time. Many commercial banks have new opportunities and development in personal loan business. At the same time, China clearly pointed out in the 12th Five-Year Plan that "our country should expand domestic demand strategy." As an important direction of development, the long-term mechanism for the expansion of national consumption can effectively transform the national subconscious consumption into a realistic consumption system. "therefore, we should grasp the opportunity of upgrading the consumption structure of our country's residents. The effective development of personal loan business can not only rationally support the consumption concept of Chinese residents, but also meet the development requirements of China to stimulate domestic demand. Changchun Branch of CITIC Bank was established in September 25th 2009. It is also the final strategic layout of CITIC Bank in the three Northeast provinces. With the development of Changchun Branch in recent years and the adjustment of business structure, its personal loan business has also developed from scratch. From slow to fast and formed a unique marketing model. In a large number of commercial banks, Citic Bank Changchun Branch of personal loan business has formed a certain scale. In the introduction of CITIC Bank Changchun Branch representative personal loan products, slowly understand the current Citic Bank Changchun Branch for personal loan marketing status, and the current form. This paper finds out the problems existing in the current marketing situation and the factors hindering the marketing strategy of Changchun Branch of CITIC Bank in personal loan. Combined with the current economic development situation, the paper puts forward some targeted suggestions.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.479;F274

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