Research On The Marketing Strategy Of Personal Loan Business Of Branch

Since the start of the pandemic,people’s incomes have been affected by the pandemic.The brief lockdown has limited spending,but consumers’ willingness and level of spending have not been affected by the pandemic,leading to a massive "revenge spending" after the pandemic ends.In the post-pandemic era,banks are trying to create credit products suitable for different customer groups through different focus points such as pricing,promotion and marketing.At the same time,individual loan customers are very stable and high quality customers,and the business relationship is complementary and complementary,there are many links,by serving individual loan customers also easy to facilitate corresponding credit card business as well as mobile phone banking,fund,insurance business.This paper takes the current marketing strategy of Branch C as the research object,introduces the background and significance of the topic selection,and introduces the theoretical knowledge of the paper.Secondly,according to the current marketing methods of Branch C,this paper analyzes the marketing process and finds out the shortcomings,problems and reasons of marketing strategy.Based on the analysis of the current personal loan macro market environment,based on the political,economic,social,technological,and other macro environment as well as the competitive environment,the future potential new entrants,alternatives,and existing competitors to the personal loan business are further analyzed.Finally,according to the 4P and 4C marketing theories,the combined marketing strategies of "product-customer","price-cost","channel-convenience" and "promotion-communication" are constructed Finally consummate the corresponding marketing strategy safeguard measure.Through the comprehensive analysis of the personal loan marketing strategy of Branch C and the formulation of appropriate marketing strategy for Branch C,the business development path will be widened,and the marketing strategy of Branch C will be set out and the market share of Branch C will be increased.