上海平安个人无抵押贷款业务购买决策影响因素分析
发布时间：2018-08-24 20:10
【摘要】：随着国家多次出台促进内需的消费政策以及西方消费文化的影响,个人贷款的需求市场已经逐步形成。然而,与个人贷款需求市场壮大无法比配的是个人贷款的供给市场,“个人无处借债,民间借贷纠纷多”是当前个人贷款的写照。 中国平安是最早开展“个人无抵押贷款”保证保险业的公司之一,目前占据市场80%以上的份额。自2010年开始,股份制银行、消费金融公司、保险公司等金融机构纷纷涉足“个人无抵押贷款”市场,“个人无抵押贷款”市场开始由“导入期”进入“成长期”。如何巩固在上海“个人无抵押贷款”市场中的竞争优势,成为平安不得不面对的问题。 本文通过相关理论的研究和整理,分析中国“个人无抵押贷款”市场的特点、现状及发展趋势,通过抽样调查、以及一对一访谈、焦点小组访谈的方法,了解上海消费者的习惯、偏好、决策因素等,综合平安竞争对手在产品、价格、渠道、风险控制等方面的优势,为平安“个人无抵押贷款”在产品、价格、服务、渠道、风险控制等方面提出营销策略建议。
[Abstract]:The demand market for personal loans has gradually formed along with the country's many consumption policies to promote domestic demand and the influence of western consumer culture. However, the supply market of personal loans can not be matched with the growing demand for personal loans. "individuals have no place to borrow, private lending disputes" is the portrayal of current personal loans. Ping an, one of the first companies to launch a "personal unsecured loan" guarantee insurance industry, now accounts for more than 80 percent of the market. Since 2010, joint-stock banks, consumer finance companies, insurance companies and other financial institutions have been involved in the "personal unsecured loan" market, "personal unsecured loans" market began from "introduction period" into "growth period." How to consolidate the competitive advantage in Shanghai's "personal unsecured loan" market has become a problem that Ping an has to face. Through the research and arrangement of relevant theories, this paper analyzes the characteristics, current situation and development trend of the "personal unsecured loan" market in China, through sampling survey, one-to-one interview, focus group interview method, Understand the habits, preferences, decision factors of Shanghai consumers, synthesize the advantages of Ping an competitors in products, prices, channels, risk control, etc., for Ping an "personal unsecured loans" in products, prices, services, channels, etc. Risk control and other aspects of the proposed marketing strategy.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.4
本文编号：2201905
[Abstract]:The demand market for personal loans has gradually formed along with the country's many consumption policies to promote domestic demand and the influence of western consumer culture. However, the supply market of personal loans can not be matched with the growing demand for personal loans. "individuals have no place to borrow, private lending disputes" is the portrayal of current personal loans. Ping an, one of the first companies to launch a "personal unsecured loan" guarantee insurance industry, now accounts for more than 80 percent of the market. Since 2010, joint-stock banks, consumer finance companies, insurance companies and other financial institutions have been involved in the "personal unsecured loan" market, "personal unsecured loans" market began from "introduction period" into "growth period." How to consolidate the competitive advantage in Shanghai's "personal unsecured loan" market has become a problem that Ping an has to face. Through the research and arrangement of relevant theories, this paper analyzes the characteristics, current situation and development trend of the "personal unsecured loan" market in China, through sampling survey, one-to-one interview, focus group interview method, Understand the habits, preferences, decision factors of Shanghai consumers, synthesize the advantages of Ping an competitors in products, prices, channels, risk control, etc., for Ping an "personal unsecured loans" in products, prices, services, channels, etc. Risk control and other aspects of the proposed marketing strategy.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.4
【参考文献】
相关期刊论文 前10条
1 罗子明;国内消费者心理研究概况[J];北京工商大学学报(社会科学版);2003年03期
2 王小平,何其霞,杜丛新;消费心理、个人特性和市场营销对观众购买决策的影响(综述)[J];北京体育大学学报;2002年01期
3 刘峰;析消费信贷保证保险面临的风险[J];保险研究;2003年11期
4 梅芳芳;;消费者购买决策心理模型研究[J];时代教育(教育教学版);2010年02期
5 李东进;吴波;武瑞娟;;中国消费者购买意向模型——对Fishbein合理行为模型的修正[J];管理世界;2009年01期
6 侯艳萍;;中国消费者的购买决策模型研究[J];甘肃金融;2009年03期
7 孙瑾;;结构匹配模型的研究现状评述与研究展望——消费者行为学发展的新趋势[J];华东经济管理;2010年04期
8 罗纪宁;西方消费者行为学研究理论和方法评析[J];江汉论坛;2005年09期
9 徐凤琴,乔忠;企业市场细分方法及目标市场的确定[J];科技与管理;2004年03期
10 刘哲;佟丽君;;购买决策的理论发展和研究方法[J];科协论坛(下半月);2011年01期
，本文编号：2201905
本文链接：https://www.wllwen.com/jingjilunwen/zbyz/2201905.html
