本文選題：銀行 + 個人經(jīng)營貸款�。� 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：個人短期經(jīng)營貸款作為縣域銀行機(jī)構(gòu)重要的利潤來源,對縣域銀行機(jī)構(gòu)的發(fā)展有重要作用。當(dāng)前,個人短期經(jīng)營貸款市場發(fā)生了較大變化,優(yōu)質(zhì)貸款客戶融資渠道增加,議價能力進(jìn)一步增強(qiáng),新興的村鎮(zhèn)銀行等金融機(jī)構(gòu)不斷蠶食傳統(tǒng)銀行個人短期經(jīng)營貸款市場,新的風(fēng)險層出不窮,縣域金融機(jī)構(gòu)在經(jīng)濟(jì)新常態(tài)下面臨機(jī)遇,但更多的是挑戰(zhàn)。本文通過對某縣域銀行機(jī)構(gòu)在貸款營銷和風(fēng)險管理措施進(jìn)行分析,提出了將風(fēng)險管理引入到貸款營銷全流程,做大業(yè)務(wù)規(guī)模,提高資產(chǎn)質(zhì)量,實現(xiàn)縣域銀行機(jī)構(gòu)健康可持續(xù)發(fā)展。在課題研究和論文寫作過程中,作者主要通過研究貸款營銷、風(fēng)險管理相關(guān)理論知識,結(jié)合長期的個人貸款營銷實踐經(jīng)驗,收集A縣域金融機(jī)構(gòu)個人短期經(jīng)營貸款業(yè)務(wù)發(fā)展數(shù)據(jù),分析當(dāng)前業(yè)務(wù)發(fā)展過程中營銷管理工作現(xiàn)狀,并結(jié)合A縣域金融機(jī)構(gòu)實際營銷案例研究,提出貸款營銷和貸款風(fēng)險管理中存在的問題。在貸款營銷策略上,通過產(chǎn)品、價格、渠道、促銷四個方面,分別結(jié)合案例闡釋貸款營銷方法。在貸款風(fēng)險管理上,分別從貸款業(yè)務(wù)發(fā)生的貸前、貸中、貸后三個不同的業(yè)務(wù)階段通過案例分析銀行機(jī)構(gòu)個人短期經(jīng)營貸款風(fēng)險管理策略,將風(fēng)險引入貸款營銷全流程進(jìn)行管理。通過一系列貸款營銷措施和風(fēng)險管理措施,A縣域金融機(jī)構(gòu)在市場競爭日益激烈的情況下,實現(xiàn)了貸款增長幅度大于同類型金融機(jī)構(gòu),不良貸款率長期保持在0.2%左右的低水平,遠(yuǎn)遠(yuǎn)低于銀行業(yè)平均貸款不良率1.74%。同時,機(jī)構(gòu)服務(wù)地方經(jīng)濟(jì)的能力不斷提升,在茶葉產(chǎn)業(yè)、生豬養(yǎng)殖、農(nóng)林產(chǎn)品深加工等產(chǎn)業(yè)方面樹立了品牌,推動了行業(yè)快速穩(wěn)健發(fā)展,客戶滿意度日益提升,為當(dāng)?shù)貏?chuàng)建信用社會做出了一定的貢獻(xiàn),得到了地方政府和監(jiān)管機(jī)構(gòu)的一致好評。在當(dāng)前經(jīng)濟(jì)轉(zhuǎn)型的關(guān)鍵時期,加大個人短期經(jīng)營貸款營銷工作力度,培養(yǎng)具備營銷理念和風(fēng)險管理的現(xiàn)代客戶經(jīng)理隊伍,將現(xiàn)代風(fēng)險管理理念引入到貸款營銷的各個環(huán)節(jié),有利于縣域地區(qū)金融機(jī)構(gòu)實現(xiàn)健康可持續(xù)發(fā)展。
[Abstract]:As an important profit source of county banking institutions, personal short-term operating loans play an important role in the development of county banking institutions.At present, great changes have taken place in the personal short-term operating loan market, with the increase in the channels of financing for high-quality loan customers and the further enhancement of bargaining power. Financial institutions, such as new village and town banks, continue to encroach on the traditional bank's personal short-term operating loan market.New risks emerge in endlessly. County financial institutions face opportunities in the new normal economy, but more challenges.Based on the analysis of loan marketing and risk management measures in a county bank institution, this paper proposes to introduce risk management into the whole process of loan marketing, so as to increase the scale of business and improve the quality of assets.To achieve healthy and sustainable development of county banking institutions.In the course of the research and writing of the thesis, the author mainly through the study of loan marketing, risk management related theoretical knowledge, combined with long-term personal loan marketing practical experience,Collect the data of personal short-term operating loan business development of A county financial institution, analyze the current situation of marketing management in the process of business development, and combine with the actual marketing case study of A county financial institution.The problems in loan marketing and loan risk management are put forward.In the loan marketing strategy, through the product, the price, the channel, the promotion four aspects, separately unifies the case to explain the loan marketing method.In the aspect of loan risk management, the risk management strategy of individual short-term operation of bank institution is analyzed through case study from three different business stages: before, during and after loan business.Risk will be introduced into the loan marketing process for management.Through a series of loan marketing measures and risk management measures, county financial institutions have realized that the loan growth rate is larger than that of the same type of financial institutions under the increasingly fierce market competition, and the non-performing loan rate has remained at a low level of about 0.2% for a long time.Far below the banking sector average loan failure rate of 1.74.At the same time, the ability of the organization to serve the local economy has been continuously improved. It has established a brand in the tea industry, pig breeding, agricultural and forestry products deep processing and other industries, promoting the rapid and steady development of the industry, and increasing customer satisfaction.For the establishment of local credit unions made a certain contribution, local governments and regulators have received praise.In the critical period of current economic transformation, we should strengthen the work of personal short-term operation and loan marketing, train the team of modern account managers with marketing concept and risk management, and introduce the modern risk management concept into all aspects of loan marketing.It is conducive to the healthy and sustainable development of regional financial institutions.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.4;F274

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