Research On Optimization Of Marketing Strategy For Personal Consumer Credit Business Of J Commercial Bank

In recent years,China's economy continues to grow,residents' consumption and living standards have been continuously improved,and the personal consumer credit business of various commercial banks has also expanded rapidly.Compared with the traditional corporate loan business,the personal consumer credit business has a very considerable profit margin.Credit risk is relatively stable and controllable,and personal consumer credit business will become a key development direction for banking business.However,with the growth of business scale and the intensification of financial competition,the traditional marketing and management model is no longer applicable.Strengthening the research on consumer credit business of commercial banks has profound theoretical and practical significance.This paper takes J City Commercial Bank as the research object,refers to and draws on relevant research literature and research results at home and abroad,based on the theory of consumer economy and the theory of marketing,combined with the recent business data and current status of J Bank's personal consumer credit business.Using data analysis methods to carry out empirical research,a comprehensive analysis of J commercial banks personal consumer credit business Marketing management status,product structure and brand management,marketing access channels,team personnel management and other aspects of the problem,from Suggestions for marketing model innovation,technology assurance,product and brand integration,team building,risk management,etc.As a city commercial bank,J Bank has developed rapidly,but the growth of personal consumer credit business is weak,market share is not high,The problems include: customer segmentation and market positioning are not clear,marketing channels are scarce,product structure and brand management are unreasonable,personnel and team building and insufficient technical support,all of these are factors that restrict the further development of the bank's personal consumer credit business.This paper combines the current Internet and big data application background,and proposes that J Bank needs to change marketing methods,expand marketing entities and expand marketing channels.Optimizing the system and enhancing technology support,optimizing product structure and brand management,Strengthen Strengthen the construction of professional marketing team building,and improving risk warninglevels,etc.I hope that my research results could provide positive and useful reference for the development of personal consumer credit business of J Bank and other city commercial banks.