Guizhou Agricultural Bank Of China Loan Marketing Mode

As an important product of the commercial bank,loan is nowadays the main source of profit.In our country,the amount and quality of the loan plays a significant role in the survival and development of a bank.With the deepening of reformation in financial system,the business concept of the bank changes gradually from deposit taking to loan launching.Loan marketing becomes the main mode of sale for many commercial banks.There exists fierce competition in gaining big projects and the rights to launch loans.For such an economic backwarded province like Guizhou,financial resources and big projects are comparatively few.Consequently,the competition in financial industry is even intense.In order to reduce the loss and cost,benefit and risk must be taken into great consideration whenever a loan is launched.Hence,for loan marketing,it is necessary to make a balance between the right to launch a loan and the sales cost.In addition,when making loans,one should figure out suitable plans to assure the benefit of the bank and also reduce the credit asset risk.In this thesis,the current situation of loan marketing in China's bank industry,banks in Guizhou province and the Agricultural Bank of China Guizhou Branch are studied in detail.Based on theories of sales marketing,a loan integrated sale mode is proposed.To enhance the loan marketing business of the Agricultural Bank of China Guizhou Branch,the feasibility and validity of the presented sale mode is proved by analyzing a typical sale example.