Personal Credit Loan Strategies Research On Commercial Bank Of China

Modern commercial bank personal credit business is the most popular personal financial service,which started in the last century in 80,although started late,but along with our country reform and opening up 30 years of rapid economic development,people's consumption concept has been updated,some residents have been able to accept advance consumption and installment of the idea,as a result,personal loans business increasingly strong market demand.As consumer upgrade speed,however,the traditional commercial bank personal loan product due to the limited range,high homogeneity,has not fully meet the new market demand,and update the iteration of the Internet technology in recent years and the use of big data analysis method,the innovation of commercial Banks personal loans product strategy provides a development opportunity,more and more commercial Banks to increase spending on personal credit business,and want to provide a product innovation,service optimization,get more profits in the personal consumption financial markets.In this paper,based on product strategy theory as the research,from the connotation of the product,market positioning,differentiation strategy,development strategy,portfolio strategy,brand strategy and life cycle strategy seven aspects,preliminary analysis of the product strategy theory in our country commercial bank personal credit products,which analyses the differentiation product strategy theory in the commercial bank personal loan product usage.In order to verify the product differentiation strategy in the actual operation effect of the application of commercial Banks,this paper takes A bank Nanjing branch personal loan products as the research object,analyzed the housing loans,and personal consumption loan product in terms of differentiation of on this basis,based on the theory of product differentiation strategy,to provide Suggestions for improvement to A bank differentiation innovation strategy,mainly including:the implementation of product mix marketing strategy,strengthen the consumer loan product differentiation design and implementation of brand differentiation and promote and strengthen the service innovation,and so on.By comparing before and after the implementation of differentiation strategy of A bank data analysis and validation strategy to improve the actual effect on A bank personal loan business,provide A reference for A bank for the future development direction.Finally,the future of the development of commercial bank personal loan business,put forward a market-oriented mechanism,build dynamic product strategy innovation thinking and strength to strengthen product differentiation innovation,thanks to the Internet,as well as the use of big data and improve the ability to improve the service level of product strategy formulation and the whole process.