本文選題：個人助業(yè)貸款 + 市場營銷環(huán)境��； 參考：《吉林大學》2014年碩士論文

【摘要】：中國建設(shè)銀行個人助業(yè)貸款是一項滿足個人客戶生產(chǎn)經(jīng)營資金需求的貸款產(chǎn)品，最初是由中國建設(shè)銀行浙江分行的“抵押貸”產(chǎn)品衍生出來的。2005年浙江分行根據(jù)溫州小商品市場的客戶情況，創(chuàng)新開展了“商鋪抵押+信用擔�！钡膫�人貸款模式。2006年，中國建設(shè)銀行總行在此基礎(chǔ)上，結(jié)合全國各地區(qū)區(qū)域特點、經(jīng)濟發(fā)展狀況、信用環(huán)境等情況，推出了差別化的個人助業(yè)貸款產(chǎn)品。 個人助業(yè)貸款是指中國建設(shè)銀行向個人發(fā)放的用于滿足其生產(chǎn)經(jīng)營資金需求的人民幣貸款。其運行流程分為客戶申請、簽訂合同、發(fā)放貸款、按期還款、貸款結(jié)清等五個環(huán)節(jié)。中國建設(shè)銀行吉林省分行個人助業(yè)貸款采用的是個貸中心受理模式，即貸款受理調(diào)查由專職個人貸款經(jīng)營中心客戶經(jīng)理辦理，貸款審批由專職審批團隊負責，貸款的發(fā)放及貸后管理由專職貸款中心辦理，各分支機構(gòu)只負責業(yè)務(wù)推薦。 通過近兩年的市場探索與實踐，個人助業(yè)貸款業(yè)務(wù)形成了一定的市場規(guī)模。但是，個人助業(yè)貸款無論在產(chǎn)品本身還是在營銷方式等方面都存在問題。從個人助業(yè)貸款這一產(chǎn)品本身來看，存在著貸款期限過短、擔保方式單一、貸款辦理效率不高、產(chǎn)品定價不夠科學、產(chǎn)品創(chuàng)新缺乏活力等問題；從個人助業(yè)貸款的營銷現(xiàn)狀來看，還存在市場營銷意識弱、營銷手段單一、缺乏高效的經(jīng)辦機構(gòu)、聯(lián)動營銷不足、促銷水平不高、營銷團隊素質(zhì)亟待提高等問題需要解決。 近幾年來，我國國內(nèi)經(jīng)濟長期向好的基本面沒有變，經(jīng)濟持續(xù)保持7.5%左右的穩(wěn)定增長，十八大以后，政府陸續(xù)出臺了規(guī)范市場化運作的相關(guān)辦法,加大反腐敗力度,為經(jīng)濟發(fā)展創(chuàng)造了較好的外部環(huán)境；同時，科學技術(shù)的進步已成為金融創(chuàng)新的原動力，特別是信息化技術(shù)的不斷進步，促進了金融創(chuàng)新的進一步發(fā)展；另外，隨著民營經(jīng)濟的發(fā)展逐步加快，尤其是微小企業(yè)和個體私營業(yè)主的數(shù)量與日俱增，對資金的需求量將會進一步增大。這些積極因素必將促進市場的進一步繁榮。 中國建設(shè)銀行作為四大國有商業(yè)銀行之一，實力雄厚，網(wǎng)點覆蓋全國各個地區(qū)及海外，無論規(guī)模優(yōu)勢、機構(gòu)優(yōu)勢、關(guān)系優(yōu)勢、專業(yè)優(yōu)勢、管理優(yōu)勢還是團隊優(yōu)勢都是明顯的，加上國家加大農(nóng)村資金投入建設(shè)、地方民營經(jīng)濟快速發(fā)展、總分行個人類貸款結(jié)構(gòu)調(diào)整、地方政府職能轉(zhuǎn)變等因素，這些都會轉(zhuǎn)化成個人助業(yè)貸款這一產(chǎn)品在市場上的競爭力。但是，隨著各行業(yè)務(wù)陸續(xù)推進，，競爭對手增多，實力增強，客戶在產(chǎn)品選擇上也更加從容，加之區(qū)域政策支持少、市場信用環(huán)境不佳、客戶基礎(chǔ)薄弱、縣域以下機構(gòu)布局較少等問題，挑戰(zhàn)依然存在。 針對吉林省貸款業(yè)務(wù)市場的特點，本文認為吉林省個人助業(yè)貸款業(yè)務(wù)應(yīng)定位于服務(wù)“三農(nóng)”經(jīng)濟領(lǐng)域和城市配套產(chǎn)業(yè)、定位于滿足個私經(jīng)營者資金需求為主的目標客戶、定位于產(chǎn)品同業(yè)競爭領(lǐng)先的市場格局、定位于個人類貸款產(chǎn)品的有效補充；在產(chǎn)品策略上應(yīng)采用差異化產(chǎn)品策略、浮動性定價策略、聯(lián)動型營銷渠道策略、復合式推廣策略，在貸款業(yè)務(wù)市場上發(fā)揮自身優(yōu)勢，占領(lǐng)市場制高點。
[Abstract]:The personal aid loan of China Construction Bank is a loan product that meets the needs of the production and management of individual customers. It was originally derived from the "mortgage" products derived from the Zhejiang branch of the China Construction Bank, Zhejiang branch. Zhejiang branch created a new "mortgage mortgage + credit guarantee" according to the customer situation in the small commodity market in Wenzhou. On the basis of the general bank of China Construction Bank in.2006, based on the regional characteristics, economic development and credit environment of all regions of the country, the differentiated personal assistance loan products have been introduced.
Personal assistance loan refers to the RMB loans issued by China Construction Bank to meet the needs of its production and operation funds. Its operation process is divided into five links, such as customer application, signing contract, issuing loan, repayment on schedule, loan settlement and so on. The personal assistance loan of Jilin branch of China Construction bank is a loan center accepted by the individual loan center. The loan acceptance survey is handled by the customer manager of the full-time personal loan management center. The loan approval is carried out by the full-time examination and approval team. The loan distribution and post loan management are handled by the full-time loan center, and the branches are only responsible for the business recommendation.
Through the market exploration and practice in the last two years, personal assistance loan business has formed a certain market scale. However, there are problems in the product itself and in the way of marketing. From the point of view of the product itself, there is a short term of loan, a single guarantee method and the efficiency of the loan. Not high, product pricing is not scientific, product innovation is lack of vitality and other problems. From the marketing status of personal assistance loans, there are still weak marketing awareness, single marketing means, lack of efficient agencies, lack of linkage marketing, low promotion level, and urgent improvement of marketing team quality.
In recent years, China's domestic economy has not changed for a long time for a long time, and the economy has maintained a steady growth of about 7.5%. After eighteen, the government has successively promulgated relevant measures to standardize the market operation, increase the strength of anti-corruption and create a better external environment for economic development; at the same time, the progress of science and technology has become a financial creation. The new driving force, especially the continuous progress of information technology, has promoted the further development of financial innovation. In addition, as the development of the private economy is accelerating gradually, especially the number of small enterprises and individual private owners is increasing, the demand for funds will be further increased. These positive factors will certainly promote the development of the market. Step by step.
As one of the four largest state-owned commercial banks, China Construction Bank has strong strength. The network covers all regions and overseas. No matter the advantages of scale, institutional advantage, relationship advantage, professional advantage, management advantage or team advantage, China Construction Bank is more obvious. The adjustment of the structure of human loan and the change of local government functions will be transformed into the competitiveness of the product in the market. However, with the promotion of the business, the increase of competitors, the increase of the strength, the customer's choice of product, the less regional policy support and the poor market credit environment, Challenges still exist because of weak customer base and less distribution of institutions below the county level.
In view of the characteristics of the loan business market in Jilin Province, this article holds that the personal assistance loan business in Jilin should be located in the "three rural" economic field and the city supporting industry. It is located in the target customer which meets the funds demand of private operators. It is located in the market pattern leading the competition of the same industry and is located in a human loan product. Effective supplement; the product strategy should adopt the differential product strategy, the floating pricing strategy, the linkage marketing channel strategy, the compound extension strategy, play its own advantage in the loan business market, and occupy the market commanding point.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.479;F832.2

【共引文獻】

相關(guān)期刊論文 前2條

1 張寶利;;商業(yè)銀行如何做好宏觀調(diào)控形勢下的個貸工作[J];企業(yè)研究;2012年04期

2 許健;;個人理財業(yè)務(wù)在商業(yè)銀行中營銷策略探析[J];銅陵學院學報;2013年05期

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