目前，中国经济正面临进出口挑战、投资疲软和经济下行的压力，同时，在利率市 场化深入改革和互联网金融的双重影响下，中国金融市场竞争也在进一步升级，商业银 行为了获得持续的竞争优势，不断地推进经营方式的转型与创新。个人消费信贷业务， 作为银行零售板块的重要业务之一，能够为银行带来丰厚的中间业务收入和巨大利润， 因此，研究 D 外资银行消费信贷业务的营销策略，无疑具有重要的现实意义。 论文分为六个部分， 第一章，绪论分析选题背景和国内外相关文献综述，提出论文的研究思路与技术路 线。第二章，研究相关理论基础；第三章，阐述 D 银行大连分行及其消费信贷业务的现 状和问题。因缺乏系统化营销策略、互联网思维及物理资源导致银行消费信贷产品同质 化严重、营销渠道单一及客户体验不佳。第四章，从宏观政策、同业竞争、内部资源和 能力三个角度分析 D 银行大连分行开展消费信贷业务的内外部环境，试图把握银行开展 特色的消费信贷业务具有的机遇和优势，扬长避短。第五章，提出 D 银行个人消费信贷 业务的具体策略。分别从产品、价格、渠道、促销、服务和客户关系六个策略进行详细 设计。第六章，实施保障策略。 论文重点围绕 D 外资银行大连分行消费信贷业务营销存在的问题展开分析，提出具 体的营销策略设计。论文结合 D 银行大连分行在融资能力、风控能力、产品要素、企业 文化和员工服务经验以及相关零售特色业务等优势和市场细分，提出重点发展 “优质 企业员工贷” 核心产品，力争打造成银行的整体特色产品品牌，并对营销策略提出相 应改进措施，有助于 D 外资银行大连分行个人消费信贷业务营销优势的塑造与巩固。 关键词，消费信贷；优质企业员工贷；营销策略- II - Research on the marketing strategy of personal consumption credit business in D Foreign Bank Dalian branch Abstract At present, China's economy is under pressure from import and export challenges, weak investment and economic downturn. At the same time, under the dual influence of interest rate marketization and Internet finance, China's financial market competition is also further escalating. Personal consumption credit business, as one of the important businesses of the retail bank sector, can bring rich intermediary business income and huge profits to banks. Therefore, it is of great practical significance to study the marketing strategy of consumption credit business of D bank. The paper is divided into six parts: The first chapter introduces the background of the research, and puts forward the ideas and technical routes of the thesis. The second chapter is to study the relevant theoretical basis. The third chapter expounds the status quo and problems of D Bank and its consumption credit business. Due to the lack of systematic marketing strategies, Internet thinking and physical resources, bank consumer credit products are highly homogenized, marketing channels are single and customer experience is not good. The forth chapter analyzes the D bank Dalian branch's consumption credit business from the internal and external environment, trying to grasp the opportunities and advantages of the bank's characteristic consumption credit business, and foster strengths and circumvent weaknesses. The fifth chapter proposes the specific strategy of D Bank's personal consumption credit business from six strategies. The sixth chapter is the implementation of the protection strategy. Combining the advantages and market segmentation of financing capacity, risk control capability, product elements, corporate culture and employee service experience, and related retail features, D-Bank Dalian Branch proposed to focus on the development of core product “High-quality Corporate Employee Credit”. Strive to create the bank's overall product brand, and propose corresponding improvement measures for the marketing strategy, which will help shape and consolidate the marketing advantages of D Bank's personal consumption credit business. Key Words，Consumption Credit; High-quality Corporate Employee Credit; Marketing Strategy- III - 目 录 摘要.............................................................................................................................I Abstract ............................................................................................................................. II 1 绪论.............................................................................................................................. 1 1.1 选题背景........................................................................................................... 1 1.1.1 D 外资银行大连分行概况 .................................................................... 1 1.1.2 D 外资银行大连分行消费信贷业务现状 ............................................ 3 1.2 选题意义........................................................................................................... 6 1.3 国内外相关文献综述....................................................................................... 7 1.3.1 国内研究现状........................................................................................ 7 1.3.2 国外研究现状........................................................................................ 9 1.4 研究思路和研究方法....................................................................................... 9 1.4.1 论文的研究思路.................................................................................... 9 1.4.2 论文的研究方法.................................................................................. 10 2 相关理论基础............................................................................................................12 2.1 营销相关理论................................................................................................. 12 2.1.1 市场营销的内涵.................................................................................. 12 2.1.2 STP 理论 .............................................................................................. 12 2.1.3 服务营销的 7P 理论............................................................................ 13 2.2 消费信贷相关理论......................................................................................... 14 2.2.1 个人消费信贷的概念.......................................................................... 14 2.2.2 消费信贷的作用.................................................................................. 15 2.2.3 风险管理理论...................................................................................... 15 3 D 外资银行大连分行消费信贷营销问题及原因.....................................................17 3.1 D 外资银行大连分行消费信贷营销存在的问题 ......................................... 17 3.1.1 消费信贷产品同质化严重.................................................................. 17 3.1.2 营销渠道传统单一.............................................................................. 17 3.1.3 客户体验不佳...................................................................................... 18 3.2 D 外资银行大连分行消费信贷营销问题成因 ............................................. 19 3.2.1 缺乏有效的市场细分和定位.............................................................. 19 3.2.2 互联网消费金融发展滞后.................................................................. 20 3.2.3 物理网点、人员及费用不足.............................................................. 20- IV - 4 D 外资银行大连分行消费信贷的营销环境分析.....................................................23 4.1 消费信贷业务的外部环境............................................................................. 23 4.1.1 消费金融政策的推进.......................................................................... 23 4.1.2 大连市地方经济的发展...................................................................... 24 4.1.3 大连市城市居民收入概况与消费信贷需求分析.............................. 26 4.1.4 金融科技与大数据技术的应用.......................................................... 27 4.2 同业竞争环境................................................................................................. 28 4.2.1 消费金融公司和互联网金融平台的竞争.......................................... 28 4.2.2 商业银行同业间的竞争分析.............................................................. 31 4.3 D 外资银行大连分行消费信贷业务内部环境分析 ..................................... 33 4.3.1 营销资源分析...................................................................................... 33 4.3.2 营销能力分析...................................................................................... 34 5 D 外资银行大连分行消费信贷营销策略设计.........................................................36 5.1 目标市场的细分和定位................................................................................. 36 5.1.1 三类市场细分与重点目标市场选择.................................................. 36 5.1.2 市场定位.............................................................................................. 38 5.2 产品策略......................................................................................................... 38 5.2.1 核心产品的发展与创新...................................................................... 38 5.2.2 产品服务内涵的延伸.......................................................................... 39 5.3 价格策略......................................................................................................... 40 5.3.1 核心产品定价利率的下调空间.......................................................... 40 5.3.2 基于大数据征信数据完善消费贷款定价.......................................... 41 5.4 销售渠道与促销策略..................................................................................... 42 5.4.1 搭建大额消费商户合作平台.............................................................. 42 5.4.2 存量客户的定位与分类推广策略...................................................... 42 5.4.3 与其他零售产品的交叉营销.............................................................. 43 5.4.4 全员营销的推广策略.......................................................................... 43 5.5 客户关系维护和服务策略............................................................................. 44 5.5.1 提高线上应用系统的体验度.............................................................. 44 5.5.2 提升线下服务品质.............................................................................. 44 5.5.3 利用新媒体渠道进行客户互动.......................................................... 45 6 D 外资银行大连分行消费信贷营销的实施保障策略.............................................46- V - 6.1 组织制度和技术保障..................................................................................... 46 6.1.1 调整市场营销管理部门组织架构...................................................... 46 6.1.2 提升数据分析与运用功能.................................................................. 46 6.2 人力资源保障................................................................................................. 47 6.2.1 完善从业人员培训体系与内容.......................................................... 47 6.2.2 健全绩效考核体系和福利制度.......................................................... 47 结 论..........................................................................................................................49