A县域金融机构个人短期经营贷款的营销策略与风险管理

发布时间：2018-04-11 01:14

本文选题：银行 + 个人经营贷款　；参考：《西南交通大学》2017年硕士论文

【摘要】：个人短期经营贷款作为县域银行机构重要的利润来源,对县域银行机构的发展有重要作用。当前,个人短期经营贷款市场发生了较大变化,优质贷款客户融资渠道增加,议价能力进一步增强,新兴的村镇银行等金融机构不断蚕食传统银行个人短期经营贷款市场,新的风险层出不穷,县域金融机构在经济新常态下面临机遇,但更多的是挑战。本文通过对某县域银行机构在贷款营销和风险管理措施进行分析,提出了将风险管理引入到贷款营销全流程,做大业务规模,提高资产质量,实现县域银行机构健康可持续发展。在课题研究和论文写作过程中,作者主要通过研究贷款营销、风险管理相关理论知识,结合长期的个人贷款营销实践经验,收集A县域金融机构个人短期经营贷款业务发展数据,分析当前业务发展过程中营销管理工作现状,并结合A县域金融机构实际营销案例研究,提出贷款营销和贷款风险管理中存在的问题。在贷款营销策略上,通过产品、价格、渠道、促销四个方面,分别结合案例阐释贷款营销方法。在贷款风险管理上,分别从贷款业务发生的贷前、贷中、贷后三个不同的业务阶段通过案例分析银行机构个人短期经营贷款风险管理策略,将风险引入贷款营销全流程进行管理。通过一系列贷款营销措施和风险管理措施,A县域金融机构在市场竞争日益激烈的情况下,实现了贷款增长幅度大于同类型金融机构,不良贷款率长期保持在0.2%左右的低水平,远远低于银行业平均贷款不良率1.74%。同时,机构服务地方经济的能力不断提升,在茶叶产业、生猪养殖、农林产品深加工等产业方面树立了品牌,推动了行业快速稳健发展,客户满意度日益提升,为当地创建信用社会做出了一定的贡献,得到了地方政府和监管机构的一致好评。在当前经济转型的关键时期,加大个人短期经营贷款营销工作力度,培养具备营销理念和风险管理的现代客户经理队伍,将现代风险管理理念引入到贷款营销的各个环节,有利于县域地区金融机构实现健康可持续发展。
[Abstract]:As an important profit source of county banking institutions, personal short-term operating loans play an important role in the development of county banking institutions.At present, great changes have taken place in the personal short-term operating loan market, with the increase in the channels of financing for high-quality loan customers and the further enhancement of bargaining power. Financial institutions, such as new village and town banks, continue to encroach on the traditional bank's personal short-term operating loan market.New risks emerge in endlessly. County financial institutions face opportunities in the new normal economy, but more challenges.Based on the analysis of loan marketing and risk management measures in a county bank institution, this paper proposes to introduce risk management into the whole process of loan marketing, so as to increase the scale of business and improve the quality of assets.To achieve healthy and sustainable development of county banking institutions.In the course of the research and writing of the thesis, the author mainly through the study of loan marketing, risk management related theoretical knowledge, combined with long-term personal loan marketing practical experience,Collect the data of personal short-term operating loan business development of A county financial institution, analyze the current situation of marketing management in the process of business development, and combine with the actual marketing case study of A county financial institution.The problems in loan marketing and loan risk management are put forward.In the loan marketing strategy, through the product, the price, the channel, the promotion four aspects, separately unifies the case to explain the loan marketing method.In the aspect of loan risk management, the risk management strategy of individual short-term operation of bank institution is analyzed through case study from three different business stages: before, during and after loan business.Risk will be introduced into the loan marketing process for management.Through a series of loan marketing measures and risk management measures, county financial institutions have realized that the loan growth rate is larger than that of the same type of financial institutions under the increasingly fierce market competition, and the non-performing loan rate has remained at a low level of about 0.2% for a long time.Far below the banking sector average loan failure rate of 1.74.At the same time, the ability of the organization to serve the local economy has been continuously improved. It has established a brand in the tea industry, pig breeding, agricultural and forestry products deep processing and other industries, promoting the rapid and steady development of the industry, and increasing customer satisfaction.For the establishment of local credit unions made a certain contribution, local governments and regulators have received praise.In the critical period of current economic transformation, we should strengthen the work of personal short-term operation and loan marketing, train the team of modern account managers with marketing concept and risk management, and introduce the modern risk management concept into all aspects of loan marketing.It is conducive to the healthy and sustainable development of regional financial institutions.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.4;F274

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