| Since China's reform and opening up,with the rapid economic growth in thirty years,a substantial increase in people's income level,has undergone tremendous changes in consumption habits,financial awareness has greatly improved,consumer installment,advance consumption trend has become the current mainstream ideas;on the other hand,with the interest rate market reform is gradually further,Internet banking is speeding up,a series of internal and external environment change,led to the spread of commercial banks increasingly reduced space,weak growth performance.At the same time,in recent years,China's economy is showing a new normal form,the constant adjustment of economic structure optimization,the speed of economic growth into the middle-high growth mode,the emphasis of our economy also adjust the supply side to promote structural reforms to promote economic growth and stability and diversification.It is in this era that personal loan business has gradually entered the public view and has become one of the key businesses in the banking sector to compete for market share.In foreign countries,especially western countries,personal loan business has several hundred years of history,the current research on the development of the business has made a lot of,business operation mode and adapt to the marketing strategy has been very mature,but in China because of various reasons,the research and development level is still abroad a large gap.However,at present,commercial banks need to constantly research and optimize the marketing strategy of personal loan business,improve the effectiveness and scientificity of marketing strategies,and achieve more market share and more profits in the current fierce market competition.How to find out the shortcomings of the current personal loan marketing strategy and make a more reasonable and effective marketing strategy is the focus of this study.In order to better complete this study,based on the marketing management theory,this paper analyzes the marketing strategy of the personal loan business of XY bank Nanchang branch.First of all,this paper summarizes the related concepts and theories of personal loan business,commercial bank marketing management and so on,and carries out follow-up research on this basis.Secondly,through the questionnaire and field investigation method,we understand the development status of XY Bank Nanchang branch's personal loan business and the main contents of the current personal loan business marketing strategy for XY bank Nanchang branch.Again,through the combination of qualitative and quantitative analysis methods,using SWOT analysis method,to analyze the current situation of personal loan business of XY bank Nanchang branch,combs the current advantages and disadvantages,and the opportunities and threats faced,and pointed out that the existence of XY bank Nanchang branch personal loan business marketing strategy,a is the lack of product richness;two is the interest rate pricing mechanism is single;the three is the product propaganda is insufficient,especially the Internet propaganda channels;four is the promotion way attention is not enough;five is the lack of attention to the problem of the lack of excellent marketing personnel and product experience is poor etc.Finally,in the full analysis of XY bank Nanchang branch personal loan business marketing strategy is based on the problems,combined with the 7Ps marketing theory,puts forward the optimization suggestion of XY bank Nanchang branch personal loan business marketing strategy,suggested that XY bank Nanchang branch should be based on differentiated services based on the analysis of the current market positioning,looking for mainstream customers and for the channel development,and create the XY bank Nanchang branch personal loan business product brand image,and the corresponding optimal interest rate pricing mechanism and service mode,improve customer experience,increase the training investment in personnel management,establish and improve the assessment of reward and punishment mechanism,ensure the service level.I hope that through this study,XY bank Nanchang branch can optimize its personal loan business marketing strategy,and further enhance the market competitiveness of personal loan business,and achieve greater development.At the same time,we hope to attract more experts and scholars to further study the marketing strategy of banking industry in the current situation of fierce internal and external environment,so that the overall marketing level of banking industry has been greatly improved. |
