商业银行贷款业务营销策略的几点思考

发布时间：2018-06-12 04:14

本文选题：银行 + 贷款业务　；参考：《商场现代化》2016年02期

【摘要】：随着市场经济的蓬勃发展,中国国内商业银行贷款业务量逐渐增加,但不可回避的是,受到市场经济与供需平衡之间的关系的影响,商业银行的贷款业务承受着巨大的冲击。进入21世纪以后,中国成为WTO成员国,而国际金融的引入与世界金融危机的出现,都不同程度的影响到银行自身的发展。另外,由于银行自身存在一些不良资产和不良信贷,导致商业银行出现了正面的竞争。国际内外部金融形势共同作用,致使许多商业银行的贷款业务也变得摇摇欲坠。虽然有一些银行的业务还能平缓的维持,但总体呈现下滑趋势,这样一个局面主要和商业银行贷款业务营销策略缺乏,没有针对性的指导建议。很多商业银行都是照搬照用,而不能结合实际。这样纸上谈兵的趋势,使得国内银行的贷款业务营销的推广举步维艰。在紧迫的生产局面下,如何能改进营销策略,运用高精端的手段推动银行贷款业务的转型与创新,已经成为各大商业银行值得深思的话题。本文主要是通过商业银行贷款业务的现状分析,提出一些保证业务推广、提高银行自身竞争能力,解决贷款难的现状。旨在提高商业银行的贷款业务营销水平
[Abstract]:With the vigorous development of market economy, the loan business of commercial banks in China is increasing gradually, but it is unavoidable that the loan business of commercial banks bears a huge impact under the influence of the relationship between market economy and the balance of supply and demand. After entering the 21st century, China has become a member of WTO, and the introduction of international finance and the emergence of the world financial crisis have affected the development of banks in varying degrees. In addition, due to the existence of some bad assets and bad credit, commercial banks appear positive competition. The international internal and external financial situation acts together, causes many commercial banks loan business also to become shaky. Although some banks can maintain their business smoothly, there is a general downward trend, which is mainly due to the lack of marketing strategy of commercial banks' loan business and no targeted guidance. Many commercial banks are copied, not combined with reality. This paper-speaking trend, the domestic bank loan business marketing promotion difficult. Under the urgent production situation, how to improve the marketing strategy and promote the transformation and innovation of the bank loan business by means of high precision has become a topic worth pondering over by the major commercial banks. This article mainly through the commercial bank loan service present situation analysis, proposed some guarantees the service promotion, enhances the bank own competition ability, solves the loan difficult present situation. The purpose of this paper is to improve the marketing level of commercial banks' loan business.
【作者单位】：黑龙江科技大学管理学院;
【分类号】：F832.4

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