本文關鍵詞： 個人貸款 營銷策略 中信銀行長春分行 商業(yè)銀行　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：我國的國民經濟正在處于高速的發(fā)展階段,居民的工資收入水平也正在逐漸的增長,可供自己支配的收入也在穩(wěn)定的上升。所以他們對一些金融類的產品的需求量,不僅僅局限在銀行儲蓄、結算以及匯兌業(yè)務等方面,反而對如理財投資、超前消費等一些新興的金融工具以及產品擁有著很大的興趣。這種國民的消費行為以及他們的消費觀念,使很多商業(yè)銀行在個人貸款業(yè)務方面有了新的機遇和發(fā)展。與此同時,我國在十二五規(guī)劃中明確指出“我國應該要把擴大內需戰(zhàn)略、使國民的消費擴大化的長效機制作為重要的發(fā)展方向。使國民的潛意識消費能夠有效的轉變成為現(xiàn)實的消費體系。”因此把握住我國居民消費結構升級的機遇,有效的發(fā)展個人貸款業(yè)務,不僅可以理性的支持合我國居民的消費觀念,也符合我國對拉動內需的發(fā)展要求。中信銀行長春分行成立于2009年9月25日,也是中信銀行總行在東北三省完成的最后戰(zhàn)略布局。隨著近幾年長春分行各項業(yè)務的發(fā)展以及業(yè)務結構調整,其個人貸款業(yè)務發(fā)展也從無到有、從慢到到快并形成了別具一格營銷模式。在眾多的商業(yè)銀行中,中信銀行長春分行的個人貸款業(yè)務已經形成了一定的規(guī)模。本文,在介紹中信銀行長春分行具有代表性的個人貸款產品中,慢慢的了解了當前中信銀行長春分行對于個人貸款營銷的現(xiàn)狀,并對當前的形式,發(fā)現(xiàn)了營銷現(xiàn)狀的中存在的問題和阻礙中信銀行長春分行在個人貸款營銷戰(zhàn)略的因素。結合當前經濟的發(fā)展的現(xiàn)狀,提出了針對性的建議。
[Abstract]:Our country's national economy is in the high speed development stage, the resident's wage income level is also gradually increasing. Income at their disposal is also steadily rising, so their demand for some financial products is not limited to bank savings, settlement and exchange operations, but rather to financial investment. There is a lot of interest in a number of emerging financial instruments and products, such as consumption ahead of time. Many commercial banks have new opportunities and development in personal loan business. At the same time, China clearly pointed out in the 12th Five-Year Plan that "our country should expand domestic demand strategy." As an important direction of development, the long-term mechanism for the expansion of national consumption can effectively transform the national subconscious consumption into a realistic consumption system. "therefore, we should grasp the opportunity of upgrading the consumption structure of our country's residents. The effective development of personal loan business can not only rationally support the consumption concept of Chinese residents, but also meet the development requirements of China to stimulate domestic demand. Changchun Branch of CITIC Bank was established in September 25th 2009. It is also the final strategic layout of CITIC Bank in the three Northeast provinces. With the development of Changchun Branch in recent years and the adjustment of business structure, its personal loan business has also developed from scratch. From slow to fast and formed a unique marketing model. In a large number of commercial banks, Citic Bank Changchun Branch of personal loan business has formed a certain scale. In the introduction of CITIC Bank Changchun Branch representative personal loan products, slowly understand the current Citic Bank Changchun Branch for personal loan marketing status, and the current form. This paper finds out the problems existing in the current marketing situation and the factors hindering the marketing strategy of Changchun Branch of CITIC Bank in personal loan. Combined with the current economic development situation, the paper puts forward some targeted suggestions.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.479;F274

【參考文獻】

相關期刊論文 前7條

1 周華潔;周朝政;;商業(yè)銀行貸款營銷現(xiàn)狀及建議[J];現(xiàn)代金融;2011年02期

2 吳志宇;;個人住房抵押貸款保險模式的國際比較與我國選擇[J];西部論壇;2010年04期

3 張媛媛;李建斌;;庫存商品融資下的庫存優(yōu)化管理[J];系統(tǒng)工程理論與實踐;2008年09期

4 羅曉華;;完善我國商業(yè)銀行房貸風險管理[J];科技資訊;2008年21期

5 錢水土;李國文;;社區(qū)銀行及其在我國的發(fā)展[J];金融理論與實踐;2006年02期

6 巴曙松;社區(qū)銀行能否成為中國銀行業(yè)放松管制的突破口?[J];現(xiàn)代管理科學;2002年07期

7 陳云賢;投資銀行的風險收益對應論[J];經濟研究;1997年12期

，

本文編號：1470255