广东A银行个人贷款业务发展策略研究

发布时间：2018-02-12 18:51

本文关键词： 个人贷款 SWOT分析 4P策略发展策略　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：广东A银行作为国有四大银行之一，经过十多年的发展，该银行个人贷款业务在广东银行业中占有一定的市场份额。但是商业银行尤其是国有商业银行长期以来重公司轻零售的经营模式，使得广东A银行个人贷款业务的发展存在着一定的障碍。随着国家存贷比管控，贷款额度逐步紧缩，传统的经营模式必将需要得到调整。另外，当前金融市场，互联网金融正在迅猛发展，各地经济情况和房地产市场也发生了很大的变化，这些情况也必定将对个人贷款业务的发展带来新的挑战。因此，在新形势下广东A银行需要审时度势，制定与之相适应的个人贷款业务发展策略和措施。本论文的研究内容主要分为四个部分。首先，通过文献研究法，了解目前国内外关于商业银行个人贷款业务发展的研究概况；其次，介绍了广东A银行整体业务情况，并利用该银行个人贷款业务近几年的贷款金额和不良率等基本业务数据，运用Excel统计分析软件对该银行个人贷款业务发展趋势及当前状况进行了实证分析。针对实证分析结果，文章运用因果分析法分析了目前广东A银行个人贷款业务现状的问题和成因。然后，运用PEST宏观环境分析法结合波特五力行业分析法和SWOT分析法，分析了广东A银行个人贷款业务发展所处的宏观环境，所具有的优势和劣势以及所面对的机遇和外部威胁。最后，在前面分析的基础上，将4p营销组合和风险控制、技术支持两项指标结合起来，对广东A银行个人贷款业务提出具体的业务发展策略。本论文的创新点主要包括以下几点：首先，本文以“银行业务的4P策略”为新的视角，对银行个人贷款业务发展要素进行划分，以新的视角解读了银行业务发展的内涵，即银行个人贷款业务，本质上作为一种服务，可以像普通商品一样，从产品营销的4P角度制定策略措施。其次，根据银行业务的风险特点，在4P策略的基础上增加了风险控制和技术支持两个角度，分别制定策略，确保了银行业务的风险控制得到落实。最后，在产品策略中，提出了个人综合授信方案的产品策略，这为银行个人贷款业务指出了一个业务发展新方向，即可从个人客户简单的单次贷款，发展为个人客户综合授信，提高客户的二次贷款率，实现客户的重复贷款行为。基于4P营销组合和风险控制、技术支持两项指标分析，提出本文的结论，即广东A银行的整体策略宗旨为：在国家宏观调控下，按照个人客户成长和客户个人企业发展需要，为客户提供综合信贷方案，使广东A银行个人贷款业务成为个人客户综合授信的首选业务。并建议广东A银行可充分利用现有业务和客户优势，，把握宏观政策和微观内部发展机会，利用杠杆效应，通过产品、价格、渠道、促销、风险控制、技术支持六个方面，分别采取相应的业务发展措施，以提升该银行个人贷款业务的发展。本文是笔者在从事多年的国有商业银行个人贷款业务的工作理论与经验的总结，期盼能够为国内商业银行个人贷款业务的发展提供一定的参考价值。
[Abstract]:Guangdong A bank as one of the four major state-owned banks, after more than 10 years of development, the bank personal loan business has a certain market share in the banking industry in Guangdong. But the commercial banks especially state-owned commercial banks have long heavy light retail business model, the development of the personal loan business of Guangdong A bank exist some obstacles with national deposit ratio control, the loan amount will gradually tightening, the traditional mode of operation needs to be adjusted. In addition, the current financial market, Internet banking is the rapid development of the local economic conditions and the real estate market has undergone great changes, the situation must be the development of the personal loan business has brought new challenges. Therefore, in the new situation of Guangdong A bank need to consider the situation, develop and adapt to the personal loan business development strategies and measures.
The main content of this thesis is divided into four parts. First, through literature research, understand the current development at home and abroad on the personal loan business of commercial banks research; secondly, introduces the A Bank of Guangdong overall business situation, basic business and personal loans by the bank in recent years, the amount of loans and non-performing rate etc. the use of data to make an empirical analysis of the bank personal loan business development trend and current situation of Excel statistical analysis software. According to the results of empirical analysis, this paper uses causal analysis to analyze the problems and causes of the personal loan business of A Bank of Guangdong at present. Then, using the PEST macro environment analysis method combined with the Potter five forces industry analysis and SWOT the analysis method, analysis the macro environment of Guangdong A bank personal loan business development, has strengths and weaknesses and external opportunities and face Finally, on the basis of the above analysis, we combine the two indicators of 4P marketing mix, risk control and technical support to put forward specific business development strategies for Guangdong A bank's personal loan business.
The main innovation points of this paper include the following points: first, based on the "banking 4P strategy" for the new perspective, to classify the bank personal loan business development elements, with a new perspective to interpret the connotation of the development of banking business, the bank personal loan business, the quality as a service, can as ordinary commodities, formulate strategies and measures from the angle of 4P product marketing. Secondly, according to the risk characteristics of the banking business, on the basis of 4P strategy to increase the risk control and technical support in two aspects, respectively, to formulate a strategy to ensure that the risk of bank control is implemented. Finally, in product strategy, put forward a comprehensive personal credit program product strategy, it points out a new direction for the development of business bank personal loans, personal loans from a single customer can be simple, for the development of credit to individual customers, improve The two loan rate of customer behavior, repeat loan customers realize the 4P marketing and risk control. Based on the analysis of the two indicators of technical support, put forward the conclusion of this paper, namely the purpose of overall strategy of Guangdong A bank is under the national macro-control, according to individual customer personal business growth and customer needs, provide comprehensive credit for the customer, the personal loan business of A Bank of Guangdong to become the first choice for business credit individual clients. And suggested that the Guangdong A bank can make full use of the existing business and customer advantage, grasp the macro policy and micro internal development opportunities, the use of leverage, through product, price, channel, promotion, risk control, the six aspects of technical support and take the corresponding measures to the development of business development, enhance the personal loan business of the bank. This article is in the personal loan business for many years engaged in the state-owned commercial banks The summary of the work theory and experience is expected to provide a certain reference value for the development of the personal loan business of the domestic commercial banks.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【参考文献】