中国建设银行吉林省分行个人助业贷款业务市场开拓策略研究

发布时间：2018-05-29 08:18

本文选题：个人助业贷款 + 市场营销环境　；参考：《吉林大学》2014年硕士论文

【摘要】：中国建设银行个人助业贷款是一项满足个人客户生产经营资金需求的贷款产品，最初是由中国建设银行浙江分行的“抵押贷”产品衍生出来的。2005年浙江分行根据温州小商品市场的客户情况，创新开展了“商铺抵押+信用担保”的个人贷款模式。2006年，中国建设银行总行在此基础上，结合全国各地区区域特点、经济发展状况、信用环境等情况，推出了差别化的个人助业贷款产品。个人助业贷款是指中国建设银行向个人发放的用于满足其生产经营资金需求的人民币贷款。其运行流程分为客户申请、签订合同、发放贷款、按期还款、贷款结清等五个环节。中国建设银行吉林省分行个人助业贷款采用的是个贷中心受理模式，即贷款受理调查由专职个人贷款经营中心客户经理办理，贷款审批由专职审批团队负责，贷款的发放及贷后管理由专职贷款中心办理，各分支机构只负责业务推荐。通过近两年的市场探索与实践，个人助业贷款业务形成了一定的市场规模。但是，个人助业贷款无论在产品本身还是在营销方式等方面都存在问题。从个人助业贷款这一产品本身来看，存在着贷款期限过短、担保方式单一、贷款办理效率不高、产品定价不够科学、产品创新缺乏活力等问题；从个人助业贷款的营销现状来看，还存在市场营销意识弱、营销手段单一、缺乏高效的经办机构、联动营销不足、促销水平不高、营销团队素质亟待提高等问题需要解决。近几年来，我国国内经济长期向好的基本面没有变，经济持续保持7.5%左右的稳定增长，十八大以后，政府陆续出台了规范市场化运作的相关办法,加大反腐败力度,为经济发展创造了较好的外部环境；同时，科学技术的进步已成为金融创新的原动力，特别是信息化技术的不断进步，促进了金融创新的进一步发展；另外，随着民营经济的发展逐步加快，尤其是微小企业和个体私营业主的数量与日俱增，对资金的需求量将会进一步增大。这些积极因素必将促进市场的进一步繁荣。中国建设银行作为四大国有商业银行之一，实力雄厚，网点覆盖全国各个地区及海外，无论规模优势、机构优势、关系优势、专业优势、管理优势还是团队优势都是明显的，加上国家加大农村资金投入建设、地方民营经济快速发展、总分行个人类贷款结构调整、地方政府职能转变等因素，这些都会转化成个人助业贷款这一产品在市场上的竞争力。但是，随着各行业务陆续推进，，竞争对手增多，实力增强，客户在产品选择上也更加从容，加之区域政策支持少、市场信用环境不佳、客户基础薄弱、县域以下机构布局较少等问题，挑战依然存在。针对吉林省贷款业务市场的特点，本文认为吉林省个人助业贷款业务应定位于服务“三农”经济领域和城市配套产业、定位于满足个私经营者资金需求为主的目标客户、定位于产品同业竞争领先的市场格局、定位于个人类贷款产品的有效补充；在产品策略上应采用差异化产品策略、浮动性定价策略、联动型营销渠道策略、复合式推广策略，在贷款业务市场上发挥自身优势，占领市场制高点。
[Abstract]:The personal aid loan of China Construction Bank is a loan product that meets the needs of the production and management of individual customers. It was originally derived from the "mortgage" products derived from the Zhejiang branch of the China Construction Bank, Zhejiang branch. Zhejiang branch created a new "mortgage mortgage + credit guarantee" according to the customer situation in the small commodity market in Wenzhou. On the basis of the general bank of China Construction Bank in.2006, based on the regional characteristics, economic development and credit environment of all regions of the country, the differentiated personal assistance loan products have been introduced.
Personal assistance loan refers to the RMB loans issued by China Construction Bank to meet the needs of its production and operation funds. Its operation process is divided into five links, such as customer application, signing contract, issuing loan, repayment on schedule, loan settlement and so on. The personal assistance loan of Jilin branch of China Construction bank is a loan center accepted by the individual loan center. The loan acceptance survey is handled by the customer manager of the full-time personal loan management center. The loan approval is carried out by the full-time examination and approval team. The loan distribution and post loan management are handled by the full-time loan center, and the branches are only responsible for the business recommendation.
Through the market exploration and practice in the last two years, personal assistance loan business has formed a certain market scale. However, there are problems in the product itself and in the way of marketing. From the point of view of the product itself, there is a short term of loan, a single guarantee method and the efficiency of the loan. Not high, product pricing is not scientific, product innovation is lack of vitality and other problems. From the marketing status of personal assistance loans, there are still weak marketing awareness, single marketing means, lack of efficient agencies, lack of linkage marketing, low promotion level, and urgent improvement of marketing team quality.
In recent years, China's domestic economy has not changed for a long time for a long time, and the economy has maintained a steady growth of about 7.5%. After eighteen, the government has successively promulgated relevant measures to standardize the market operation, increase the strength of anti-corruption and create a better external environment for economic development; at the same time, the progress of science and technology has become a financial creation. The new driving force, especially the continuous progress of information technology, has promoted the further development of financial innovation. In addition, as the development of the private economy is accelerating gradually, especially the number of small enterprises and individual private owners is increasing, the demand for funds will be further increased. These positive factors will certainly promote the development of the market. Step by step.
As one of the four largest state-owned commercial banks, China Construction Bank has strong strength. The network covers all regions and overseas. No matter the advantages of scale, institutional advantage, relationship advantage, professional advantage, management advantage or team advantage, China Construction Bank is more obvious. The adjustment of the structure of human loan and the change of local government functions will be transformed into the competitiveness of the product in the market. However, with the promotion of the business, the increase of competitors, the increase of the strength, the customer's choice of product, the less regional policy support and the poor market credit environment, Challenges still exist because of weak customer base and less distribution of institutions below the county level.
In view of the characteristics of the loan business market in Jilin Province, this article holds that the personal assistance loan business in Jilin should be located in the "three rural" economic field and the city supporting industry. It is located in the target customer which meets the funds demand of private operators. It is located in the market pattern leading the competition of the same industry and is located in a human loan product. Effective supplement; the product strategy should adopt the differential product strategy, the floating pricing strategy, the linkage marketing channel strategy, the compound extension strategy, play its own advantage in the loan business market, and occupy the market commanding point.
【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】：F832.479;F832.2

【共引文献】