中国银行长春汽车支行信贷产品交叉销售与客户分层管理的研究

发布时间：2018-05-31 12:40

本文选题：信贷政策 + 交叉销售　；参考：《吉林大学》2014年硕士论文

【摘要】：中国银行信贷政策根据客户种类不同，划分为公司类客户、个人类客户，相应的信贷管理部门分别为公司业务部、个人金融部（个人贷款中心）。从中国银行总行板块管理归属划分，公司业务部属公司金融板块，，个人金融部属个人金融板块。公司信贷仅对公司企业进行授信支持及信贷投放，个人信贷仅对自然人进行信贷投放。受地方区域经济发展不平衡影响，中国银行的公司贷款的授信准入门槛较高，最低授信金额需在300万人民币以上。中国银行的公司贷款审核模式的界定标准及准入条件是中国银行总行针对全国的客户情况所制定的，受地区经济差异，其标准并不适吉林省大部分中小类企业，贷款审批前期否决率高达70%。但此类客户的法人、股东等个人经济条件在中国银行个人金融业务中属于高端客户，取得个人贷款的可能性较高（中国银行吉林省分行个人贷款起点金额为5万元，上限为600万元）。但是因业务板块划分明显，业务交叉推荐渠道缺失，公司信贷业务与个人信贷业务无法实现对接。由此导致公司授信不支持，个人信贷业务无法切入，两大贷款业务均存在客户流失的情况。在这种背景下，基于客户分层管理从而实现公司信贷与个人信贷的交叉销售，使两大信贷板块实现真正意义上的交叉销售，将会有效解决客户融资需求问题，将有效强化信贷产品营销拓展。同时解决公司信贷产品与个人信贷产品针对不同客户的匹配与选择工作，全面解决两大板块的客户流失问题，提升信贷市场的综合占有率。中国银行长春汽车厂支行成立二十多年，位于中国第一汽车集团区域内，公司信贷业务的发展虽然阶段性面临困难，但始终保持着较高的发展水平，而该行的个人信贷业务却发展过于缓慢，产品过于单一，在中国银行信贷板块管理下，无法随着公司业务的发展紧随其后，本文的目的即研究如何实现公司信贷与个人信贷业务是否有可能实现业务的交叉营销，共同开拓客户，形成业务的互补，有效的提升中国银行长春汽车厂支行在区域内的综合信贷产品的市场占有率。
[Abstract]:According to different types of customers, Bank of China credit policy is divided into corporate customers, individual human customers, the corresponding credit management departments are corporate business department, personal finance department (personal loan center). From the Bank of China Bank of China board management division, the company business belongs to the corporate financial sector, personal finance division belongs to the individual financial sector. Corporate credit only provides credit support and credit to companies, while personal credit only provides credit to natural persons. Affected by the imbalance of regional economic development, the bank of China has a higher credit entry threshold and a minimum credit amount of more than 3 million yuan. The bank of China's corporate loan audit model defined standards and access conditions were formulated by the head office of the Bank of China in response to the national customer situation. Due to regional economic differences, the standards are not suitable for most middle and small enterprises in Jilin Province. Loan approval prior veto rate as high as 70. However, the personal economic conditions of such customers, such as legal persons and shareholders, belong to high-end customers in the personal financial business of the Bank of China, and the possibility of obtaining personal loans is relatively high. (the starting amount of personal loans in the Jilin Branch of Bank of China is 50,000 yuan. The upper limit is 6 million yuan. However, due to the obvious division of business, lack of cross-recommendation channels, corporate credit business and personal credit business can not achieve docking. As a result, the company does not support credit, personal credit business can not be cut into, the two major loan business there is customer turnover. In this context, based on customer stratification management to achieve cross-selling of corporate credit and personal credit, so that the two major credit sectors to achieve real cross-selling, will effectively solve the problem of customer financing needs. Will effectively strengthen the credit product marketing expansion. At the same time to solve the company credit products and personal credit products for different customers of the matching and selection work, comprehensively solve the two major sectors of the problem of customer loss, enhance the comprehensive share of the credit market. The branch of the Bank of China Changchun Automobile Factory has been established for more than 20 years and is located in the area of the first Automobile Group of China. Although the company faces difficulties in developing its credit business at various stages, it has always maintained a relatively high level of development. However, the bank's personal credit business has developed too slowly and its products are so single that under the management of the Bank of China credit sector, it is unable to keep pace with the development of the company's business. The purpose of this paper is to study how to realize the cross-marketing of corporate credit and personal credit business, to develop customers together, and to form a complementary business. Effectively enhance the market share of comprehensive credit products in the region of Changchun Automobile Plant Branch of Bank of China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.4

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