Research On Marketing Strategy Of Personal Consumer Credit Business Of YT Branch Of PSBC

With the deepening of the market-oriented reform of China’s banking industry,the market competition of banking business is becoming more intense.Banks not only pay attention to debt business,but also pay more attention to the marketing of credit asset business.Since its establishment,YT Branch of PSBC has witnessed rapid growth in personal consumer loan business.However,the development and marketing focus of consumer loan business is mainly focused on housing consumer loan.Its consumer loan business is excessively dependent on mortgage business,the overall business development is unbalanced,and its marketing ability is weak.Therefore,YT Branch of PSBC urgently needs to optimize the marketing strategy of its personal consumer loan business,so as to ensure the sustainability of its profits and realize the high-quality development of credit business.This thesis takes the marketing strategy of consumer credit business of YT Branch of PSBC as the research object and conducts in-depth research and analysis according to the research methods of finding,analyzing and solving problems.Firstly,the background,significance,ideas and methods of the research and the research status at home and abroad are described.Then it introduces the concepts related to personal loans and consumer loans of commercial banks.This study intends to use theories such as 7Ps service marketing mix and SWOT analysis method.Next,the consumer credit business and marketing status quo of YT Branch of PSBC are introduced,and the marketing status quo of YT Branch’s consumer loan business is analyzed from multiple perspectives,and the competitiveness of non-housing loan products is insufficient.Product base price marketing,profitability is not strong;Traditional marketing methods,single channels;The promotion mode is backward and the effect is not good;Low quality customer group,poor marketing ability of customer manager;Lending business operation and process standards are not unified;The problem of insufficient service level and service consciousness of account manager and not obvious brand characteristics is analyzed.Then the marketing environment is analyzed,and SWOT analysis model is used to analyze the strengths,weaknesses,opportunities and threats facing the marketing of YT Branch’s personal consumer loan business,so as to provide support for the optimization of marketing strategies.According to the analysis of the problems and causes in the marketing of YT branch,the 7P theory of service marketing is applied to solve the problems in marketing.The thesis proposes to promote the innovation of non-residential consumer loan products online and offline by centering on the loan demand of customers and appropriately reduce the entry threshold to optimize the products.Optimize pricing strategies by establishing flexible pricing mechanisms and using different pricing levels according to customers’ specific situations;Optimize channel marketing strategy by expanding the scope of marketing channels and improving the marketing function of network channels;Optimize the promotion strategy by unifying the preferential standard,personal promotion,and regular customer referrals;Optimize personnel strategy by expanding high-quality customer base,establishing professional team and optimizing performance appraisal;By promoting technological innovation and making the whole process of consumer loans operated online,the approval efficiency is improved and the process strategy is optimized.Optimize the visible display strategy by building brand image and improving service quality.According to the analysis of the marketing environment of YT Branch,it is proposed that YT Branch should adopt differentiated products and service strategies based on the regional competition environment,and concentrate the resources of the whole bank to carry out comprehensive and in-depth marketing for high-quality unit customers.It is hoped that YT Branch can increase investment in science and technology,combine various advantages of state-owned banks,and occupy more market shares in the future consumer credit market competition.At the same time,the research of this thesis provides reference for the development of consumer loans of other secondary branches of PSBC.