發(fā)布時(shí)間：2018-05-31 12:40

  本文選題：信貸政策 + 交叉銷售��； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：中國(guó)銀行信貸政策根據(jù)客戶種類不同，劃分為公司類客戶、個(gè)人類客戶，相應(yīng)的信貸管理部門分別為公司業(yè)務(wù)部、個(gè)人金融部（個(gè)人貸款中心）。從中國(guó)銀行總行板塊管理歸屬劃分，公司業(yè)務(wù)部屬公司金融板塊，，個(gè)人金融部屬個(gè)人金融板塊。公司信貸僅對(duì)公司企業(yè)進(jìn)行授信支持及信貸投放，個(gè)人信貸僅對(duì)自然人進(jìn)行信貸投放。受地方區(qū)域經(jīng)濟(jì)發(fā)展不平衡影響，中國(guó)銀行的公司貸款的授信準(zhǔn)入門檻較高，最低授信金額需在300萬(wàn)人民幣以上。中國(guó)銀行的公司貸款審核模式的界定標(biāo)準(zhǔn)及準(zhǔn)入條件是中國(guó)銀行總行針對(duì)全國(guó)的客戶情況所制定的，受地區(qū)經(jīng)濟(jì)差異，其標(biāo)準(zhǔn)并不適吉林省大部分中小類企業(yè)，貸款審批前期否決率高達(dá)70%。但此類客戶的法人、股東等個(gè)人經(jīng)濟(jì)條件在中國(guó)銀行個(gè)人金融業(yè)務(wù)中屬于高端客戶，取得個(gè)人貸款的可能性較高（中國(guó)銀行吉林省分行個(gè)人貸款起點(diǎn)金額為5萬(wàn)元，上限為600萬(wàn)元）。但是因業(yè)務(wù)板塊劃分明顯，業(yè)務(wù)交叉推薦渠道缺失，公司信貸業(yè)務(wù)與個(gè)人信貸業(yè)務(wù)無(wú)法實(shí)現(xiàn)對(duì)接。由此導(dǎo)致公司授信不支持，個(gè)人信貸業(yè)務(wù)無(wú)法切入，兩大貸款業(yè)務(wù)均存在客戶流失的情況。在這種背景下，基于客戶分層管理從而實(shí)現(xiàn)公司信貸與個(gè)人信貸的交叉銷售，使兩大信貸板塊實(shí)現(xiàn)真正意義上的交叉銷售，將會(huì)有效解決客戶融資需求問(wèn)題，將有效強(qiáng)化信貸產(chǎn)品營(yíng)銷拓展。同時(shí)解決公司信貸產(chǎn)品與個(gè)人信貸產(chǎn)品針對(duì)不同客戶的匹配與選擇工作，全面解決兩大板塊的客戶流失問(wèn)題，提升信貸市場(chǎng)的綜合占有率。 中國(guó)銀行長(zhǎng)春汽車廠支行成立二十多年，位于中國(guó)第一汽車集團(tuán)區(qū)域內(nèi)，公司信貸業(yè)務(wù)的發(fā)展雖然階段性面臨困難，但始終保持著較高的發(fā)展水平，而該行的個(gè)人信貸業(yè)務(wù)卻發(fā)展過(guò)于緩慢，產(chǎn)品過(guò)于單一，在中國(guó)銀行信貸板塊管理下，無(wú)法隨著公司業(yè)務(wù)的發(fā)展緊隨其后，本文的目的即研究如何實(shí)現(xiàn)公司信貸與個(gè)人信貸業(yè)務(wù)是否有可能實(shí)現(xiàn)業(yè)務(wù)的交叉營(yíng)銷，共同開(kāi)拓客戶，形成業(yè)務(wù)的互補(bǔ)，有效的提升中國(guó)銀行長(zhǎng)春汽車廠支行在區(qū)域內(nèi)的綜合信貸產(chǎn)品的市場(chǎng)占有率。
[Abstract]:According to different types of customers, Bank of China credit policy is divided into corporate customers, individual human customers, the corresponding credit management departments are corporate business department, personal finance department (personal loan center). From the Bank of China Bank of China board management division, the company business belongs to the corporate financial sector, personal finance division belongs to the individual financial sector. Corporate credit only provides credit support and credit to companies, while personal credit only provides credit to natural persons. Affected by the imbalance of regional economic development, the bank of China has a higher credit entry threshold and a minimum credit amount of more than 3 million yuan. The bank of China's corporate loan audit model defined standards and access conditions were formulated by the head office of the Bank of China in response to the national customer situation. Due to regional economic differences, the standards are not suitable for most middle and small enterprises in Jilin Province. Loan approval prior veto rate as high as 70. However, the personal economic conditions of such customers, such as legal persons and shareholders, belong to high-end customers in the personal financial business of the Bank of China, and the possibility of obtaining personal loans is relatively high. (the starting amount of personal loans in the Jilin Branch of Bank of China is 50,000 yuan. The upper limit is 6 million yuan. However, due to the obvious division of business, lack of cross-recommendation channels, corporate credit business and personal credit business can not achieve docking. As a result, the company does not support credit, personal credit business can not be cut into, the two major loan business there is customer turnover. In this context, based on customer stratification management to achieve cross-selling of corporate credit and personal credit, so that the two major credit sectors to achieve real cross-selling, will effectively solve the problem of customer financing needs. Will effectively strengthen the credit product marketing expansion. At the same time to solve the company credit products and personal credit products for different customers of the matching and selection work, comprehensively solve the two major sectors of the problem of customer loss, enhance the comprehensive share of the credit market. The branch of the Bank of China Changchun Automobile Factory has been established for more than 20 years and is located in the area of the first Automobile Group of China. Although the company faces difficulties in developing its credit business at various stages, it has always maintained a relatively high level of development. However, the bank's personal credit business has developed too slowly and its products are so single that under the management of the Bank of China credit sector, it is unable to keep pace with the development of the company's business. The purpose of this paper is to study how to realize the cross-marketing of corporate credit and personal credit business, to develop customers together, and to form a complementary business. Effectively enhance the market share of comprehensive credit products in the region of Changchun Automobile Plant Branch of Bank of China.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.4

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本文編號(hào)：1959711