【摘要】：RZLS農(nóng)商銀行是RZ地區(qū)具有一定影響力的區(qū)域性商業(yè)銀行,其前身是LS農(nóng)村信用合作聯(lián)社,后經(jīng)股份制改革后更名為RZLS農(nóng)商銀行,其是LS區(qū)網(wǎng)點(diǎn)覆蓋范圍最廣、營(yíng)銷人員最多、服務(wù)客戶群體最大的金融機(jī)構(gòu)。RZLS農(nóng)商銀行現(xiàn)年均存貸款余額分別達(dá)到近百億元,個(gè)人貸款業(yè)務(wù)近30億元,較好的實(shí)現(xiàn)了“立足城鄉(xiāng)、服務(wù)大眾”的經(jīng)營(yíng)理念。RZLS農(nóng)商銀行的個(gè)人貸款業(yè)務(wù)憑借網(wǎng)點(diǎn)多、覆蓋廣的優(yōu)勢(shì),在本地區(qū)具有極大優(yōu)勢(shì),但隨著,郵儲(chǔ)銀行、國(guó)有銀行、股份銀行的個(gè)人貸款業(yè)務(wù)的全面下沉,以及小貸公司、網(wǎng)貸公司、個(gè)人借貸的迅猛發(fā)展,RZLS農(nóng)商銀行個(gè)人貸款業(yè)務(wù)的發(fā)展在近年來(lái)遇到了一定瓶頸,出現(xiàn)了總量停滯不前、放貸風(fēng)險(xiǎn)逐步上升的雙重問(wèn)題。因此如何做好RZLS農(nóng)商銀行個(gè)人貸款業(yè)務(wù)的營(yíng)銷,逐漸扭轉(zhuǎn)日漸不利的發(fā)展局面,成為了RZLS農(nóng)商銀行在發(fā)展中的一個(gè)重要問(wèn)題。本人結(jié)合工作實(shí)際,以市場(chǎng)營(yíng)銷相關(guān)理論為基礎(chǔ),通過(guò)文獻(xiàn)研究、案例研究、理論與實(shí)踐相結(jié)合的方法結(jié)合,開(kāi)展RZLS農(nóng)商銀行個(gè)人貸款業(yè)務(wù)的營(yíng)銷策略研究。本文研究?jī)?nèi)容共分為六個(gè)主要部分:第一部分主要圍繞著本文的研究背景、研究目的與意義、國(guó)內(nèi)外研究現(xiàn)狀,對(duì)本文的研究?jī)?nèi)容、方法與思路進(jìn)行闡述;第二部分主要對(duì)營(yíng)銷策略的產(chǎn)生及發(fā)展,營(yíng)銷組合理論和相關(guān)理論研究工具進(jìn)行深入研究和分析;第三部分是RZLS農(nóng)商銀行概況、個(gè)人貸款業(yè)務(wù)的現(xiàn)狀、外部環(huán)境的PEST分析、行業(yè)競(jìng)爭(zhēng)環(huán)境的五力模型分析,并在此基礎(chǔ)上進(jìn)行RZLS農(nóng)商銀行SWOT分析;第四部分,主要從銀行的營(yíng)銷目標(biāo)、市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)分析、市場(chǎng)定位幾個(gè)方面進(jìn)行全面分析,而后找出合適其的4PS組合和營(yíng)銷策略實(shí)施方式;第五部分主要從增強(qiáng)營(yíng)銷團(tuán)隊(duì)建設(shè)、優(yōu)化營(yíng)銷組織結(jié)構(gòu)、合理優(yōu)化考核體系,實(shí)現(xiàn)正向激勵(lì)、完善個(gè)貸業(yè)務(wù)開(kāi)展流程、健全風(fēng)險(xiǎn)管理體、大力宣傳轉(zhuǎn)變銀行品牌形象、變坐銷為行銷的保障措施;第六部分為結(jié)論與展望部分。通過(guò)本文研究,有利于RZLS農(nóng)商銀行完善現(xiàn)有的個(gè)人貸款業(yè)務(wù)營(yíng)銷策略,以此更好的應(yīng)對(duì)激烈和復(fù)雜的金融市場(chǎng)競(jìng)爭(zhēng)。
[Abstract]:RZLS Rural Commercial Bank is a regional commercial bank with certain influence in RZ area. Its predecessor is LS Rural Credit Cooperative Corporation, and then changed its name to RZLS Rural Commercial Bank after the reform of the shareholding system. It has the most extensive network coverage and the most marketers in LS area. RZLS, the largest financial institution serving the customer group, now has an average annual deposit and loan balance of nearly 10 billion yuan, and a personal loan business of nearly 3 billion yuan. RZLS Agricultural and Commercial Bank's personal loan business has a great advantage in the region because of its large network and wide coverage, but with the overall sinking of personal loan business of Postal savings Bank, State-owned Bank, and share Bank, As well as the rapid development of small loan companies, net loan companies and personal loans, the development of RZLS personal loan business has encountered certain bottlenecks in recent years, and the total amount of loans has stagnated, and the risk of lending has gradually increased. So how to do well the marketing of personal loan business of RZLS Agricultural and Commercial Bank and gradually reverse the unfavorable development situation has become an important problem in the development of RZLS Agricultural Commercial Bank. Based on the relevant theories of marketing, the author combines the methods of literature study, case study, theory and practice to develop the marketing strategy of personal loan business of RZLS Agricultural and Commercial Bank. The research content of this paper is divided into six main parts: the first part mainly revolves around the research background, the purpose and the significance, the domestic and foreign research present situation, the research content, the method and the train of thought of this article carries on the elaboration; The second part mainly studies and analyzes the production and development of marketing strategy, marketing combination theory and related theoretical research tools; the third part is the general situation of RZLS agricultural and commercial bank, the current situation of personal loan business, the PEST analysis of external environment. On the basis of the analysis of the five-force model of the competitive environment of the industry, the SWOT analysis of the RZLS Agricultural and Commercial Bank is carried out. The fourth part, mainly from the aspects of the bank's marketing objectives, market segmentation, target market analysis and market positioning, makes a comprehensive analysis of the bank's marketing objectives, market segmentation, and market positioning. Then find out the appropriate 4PS combination and marketing strategy implementation; the fifth part mainly from the strengthening of marketing team building, optimize marketing organizational structure, reasonable optimization of the assessment system, achieve positive incentives, improve the individual loan business development process, Improve the risk management system, vigorously promote the transformation of the brand image of banks, instead of marketing into the security measures; the sixth part is the conclusions and prospects. Through the research of this paper, it is helpful for RZLS Agricultural and Commercial Bank to perfect the existing marketing strategy of personal loan business, so as to better deal with the fierce and complex financial market competition.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.4

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