RZLS农商银行个人贷款业务营销策略研究
发布时间：2018-08-16 08:00
【摘要】：RZLS农商银行是RZ地区具有一定影响力的区域性商业银行,其前身是LS农村信用合作联社,后经股份制改革后更名为RZLS农商银行,其是LS区网点覆盖范围最广、营销人员最多、服务客户群体最大的金融机构。RZLS农商银行现年均存贷款余额分别达到近百亿元,个人贷款业务近30亿元,较好的实现了“立足城乡、服务大众”的经营理念。RZLS农商银行的个人贷款业务凭借网点多、覆盖广的优势,在本地区具有极大优势,但随着,邮储银行、国有银行、股份银行的个人贷款业务的全面下沉,以及小贷公司、网贷公司、个人借贷的迅猛发展,RZLS农商银行个人贷款业务的发展在近年来遇到了一定瓶颈,出现了总量停滞不前、放贷风险逐步上升的双重问题。因此如何做好RZLS农商银行个人贷款业务的营销,逐渐扭转日渐不利的发展局面,成为了RZLS农商银行在发展中的一个重要问题。本人结合工作实际,以市场营销相关理论为基础,通过文献研究、案例研究、理论与实践相结合的方法结合,开展RZLS农商银行个人贷款业务的营销策略研究。本文研究内容共分为六个主要部分:第一部分主要围绕着本文的研究背景、研究目的与意义、国内外研究现状,对本文的研究内容、方法与思路进行阐述;第二部分主要对营销策略的产生及发展,营销组合理论和相关理论研究工具进行深入研究和分析;第三部分是RZLS农商银行概况、个人贷款业务的现状、外部环境的PEST分析、行业竞争环境的五力模型分析,并在此基础上进行RZLS农商银行SWOT分析;第四部分,主要从银行的营销目标、市场细分、目标市场分析、市场定位几个方面进行全面分析,而后找出合适其的4PS组合和营销策略实施方式;第五部分主要从增强营销团队建设、优化营销组织结构、合理优化考核体系,实现正向激励、完善个贷业务开展流程、健全风险管理体、大力宣传转变银行品牌形象、变坐销为行销的保障措施;第六部分为结论与展望部分。通过本文研究,有利于RZLS农商银行完善现有的个人贷款业务营销策略,以此更好的应对激烈和复杂的金融市场竞争。
[Abstract]:RZLS Rural Commercial Bank is a regional commercial bank with certain influence in RZ area. Its predecessor is LS Rural Credit Cooperative Corporation, and then changed its name to RZLS Rural Commercial Bank after the reform of the shareholding system. It has the most extensive network coverage and the most marketers in LS area. RZLS, the largest financial institution serving the customer group, now has an average annual deposit and loan balance of nearly 10 billion yuan, and a personal loan business of nearly 3 billion yuan. RZLS Agricultural and Commercial Bank's personal loan business has a great advantage in the region because of its large network and wide coverage, but with the overall sinking of personal loan business of Postal savings Bank, State-owned Bank, and share Bank, As well as the rapid development of small loan companies, net loan companies and personal loans, the development of RZLS personal loan business has encountered certain bottlenecks in recent years, and the total amount of loans has stagnated, and the risk of lending has gradually increased. So how to do well the marketing of personal loan business of RZLS Agricultural and Commercial Bank and gradually reverse the unfavorable development situation has become an important problem in the development of RZLS Agricultural Commercial Bank. Based on the relevant theories of marketing, the author combines the methods of literature study, case study, theory and practice to develop the marketing strategy of personal loan business of RZLS Agricultural and Commercial Bank. The research content of this paper is divided into six main parts: the first part mainly revolves around the research background, the purpose and the significance, the domestic and foreign research present situation, the research content, the method and the train of thought of this article carries on the elaboration; The second part mainly studies and analyzes the production and development of marketing strategy, marketing combination theory and related theoretical research tools; the third part is the general situation of RZLS agricultural and commercial bank, the current situation of personal loan business, the PEST analysis of external environment. On the basis of the analysis of the five-force model of the competitive environment of the industry, the SWOT analysis of the RZLS Agricultural and Commercial Bank is carried out. The fourth part, mainly from the aspects of the bank's marketing objectives, market segmentation, target market analysis and market positioning, makes a comprehensive analysis of the bank's marketing objectives, market segmentation, and market positioning. Then find out the appropriate 4PS combination and marketing strategy implementation; the fifth part mainly from the strengthening of marketing team building, optimize marketing organizational structure, reasonable optimization of the assessment system, achieve positive incentives, improve the individual loan business development process, Improve the risk management system, vigorously promote the transformation of the brand image of banks, instead of marketing into the security measures; the sixth part is the conclusions and prospects. Through the research of this paper, it is helpful for RZLS Agricultural and Commercial Bank to perfect the existing marketing strategy of personal loan business, so as to better deal with the fierce and complex financial market competition.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.4
本文编号：2185390
[Abstract]:RZLS Rural Commercial Bank is a regional commercial bank with certain influence in RZ area. Its predecessor is LS Rural Credit Cooperative Corporation, and then changed its name to RZLS Rural Commercial Bank after the reform of the shareholding system. It has the most extensive network coverage and the most marketers in LS area. RZLS, the largest financial institution serving the customer group, now has an average annual deposit and loan balance of nearly 10 billion yuan, and a personal loan business of nearly 3 billion yuan. RZLS Agricultural and Commercial Bank's personal loan business has a great advantage in the region because of its large network and wide coverage, but with the overall sinking of personal loan business of Postal savings Bank, State-owned Bank, and share Bank, As well as the rapid development of small loan companies, net loan companies and personal loans, the development of RZLS personal loan business has encountered certain bottlenecks in recent years, and the total amount of loans has stagnated, and the risk of lending has gradually increased. So how to do well the marketing of personal loan business of RZLS Agricultural and Commercial Bank and gradually reverse the unfavorable development situation has become an important problem in the development of RZLS Agricultural Commercial Bank. Based on the relevant theories of marketing, the author combines the methods of literature study, case study, theory and practice to develop the marketing strategy of personal loan business of RZLS Agricultural and Commercial Bank. The research content of this paper is divided into six main parts: the first part mainly revolves around the research background, the purpose and the significance, the domestic and foreign research present situation, the research content, the method and the train of thought of this article carries on the elaboration; The second part mainly studies and analyzes the production and development of marketing strategy, marketing combination theory and related theoretical research tools; the third part is the general situation of RZLS agricultural and commercial bank, the current situation of personal loan business, the PEST analysis of external environment. On the basis of the analysis of the five-force model of the competitive environment of the industry, the SWOT analysis of the RZLS Agricultural and Commercial Bank is carried out. The fourth part, mainly from the aspects of the bank's marketing objectives, market segmentation, target market analysis and market positioning, makes a comprehensive analysis of the bank's marketing objectives, market segmentation, and market positioning. Then find out the appropriate 4PS combination and marketing strategy implementation; the fifth part mainly from the strengthening of marketing team building, optimize marketing organizational structure, reasonable optimization of the assessment system, achieve positive incentives, improve the individual loan business development process, Improve the risk management system, vigorously promote the transformation of the brand image of banks, instead of marketing into the security measures; the sixth part is the conclusions and prospects. Through the research of this paper, it is helpful for RZLS Agricultural and Commercial Bank to perfect the existing marketing strategy of personal loan business, so as to better deal with the fierce and complex financial market competition.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.4
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