【摘要】：隨著國家多次出臺促進內(nèi)需的消費政策以及西方消費文化的影響,個人貸款的需求市場已經(jīng)逐步形成。然而,與個人貸款需求市場壯大無法比配的是個人貸款的供給市場,“個人無處借債,民間借貸糾紛多”是當前個人貸款的寫照。 中國平安是最早開展“個人無抵押貸款”保證保險業(yè)的公司之一,目前占據(jù)市場80%以上的份額。自2010年開始,股份制銀行、消費金融公司、保險公司等金融機構紛紛涉足“個人無抵押貸款”市場,“個人無抵押貸款”市場開始由“導入期”進入“成長期”。如何鞏固在上�！皞�人無抵押貸款”市場中的競爭優(yōu)勢,成為平安不得不面對的問題。 本文通過相關理論的研究和整理,分析中國“個人無抵押貸款”市場的特點、現(xiàn)狀及發(fā)展趨勢,通過抽樣調(diào)查、以及一對一訪談、焦點小組訪談的方法,了解上海消費者的習慣、偏好、決策因素等,綜合平安競爭對手在產(chǎn)品、價格、渠道、風險控制等方面的優(yōu)勢,為平安“個人無抵押貸款”在產(chǎn)品、價格、服務、渠道、風險控制等方面提出營銷策略建議。
[Abstract]:The demand market for personal loans has gradually formed along with the country's many consumption policies to promote domestic demand and the influence of western consumer culture. However, the supply market of personal loans can not be matched with the growing demand for personal loans. "individuals have no place to borrow, private lending disputes" is the portrayal of current personal loans. Ping an, one of the first companies to launch a "personal unsecured loan" guarantee insurance industry, now accounts for more than 80 percent of the market. Since 2010, joint-stock banks, consumer finance companies, insurance companies and other financial institutions have been involved in the "personal unsecured loan" market, "personal unsecured loans" market began from "introduction period" into "growth period." How to consolidate the competitive advantage in Shanghai's "personal unsecured loan" market has become a problem that Ping an has to face. Through the research and arrangement of relevant theories, this paper analyzes the characteristics, current situation and development trend of the "personal unsecured loan" market in China, through sampling survey, one-to-one interview, focus group interview method, Understand the habits, preferences, decision factors of Shanghai consumers, synthesize the advantages of Ping an competitors in products, prices, channels, risk control, etc., for Ping an "personal unsecured loans" in products, prices, services, channels, etc. Risk control and other aspects of the proposed marketing strategy.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.4

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本文編號：2201905