交通银行吉林省分行零售信贷业务营销策略研究 基于金融脱媒、利率市场化以及外资银行不断涌入等市场环境的改变，商 业银行息差不断收窄，经营空间持续萎缩，经营效益逐步下滑，对公信贷业务 曾是中国商业银行盈利主力，但目前已趋于饱和，大力发展零售信贷业务，抢 占利润原动力势在必行。如何从营销有效客户入手，做大做强零售信贷业务， 从而带动负债及其他业务全面发展，成为国内商业银行新的发展课题。零售信 贷业务具有优势的商业银行对于金融危机的冲击有着较强的抵御能力。经过数 百年的发展，商业银行零售贷款业务在西方发达国家已经有着非常成熟的运作 方式，虽说中国商业银行零售信贷业务在近年来取得较大发展，然而与发达国 家的商业银行相比，仍处于不成熟的成长阶段，规模和效益都相对较小，占商 业银行利润来源和业务总量的比重仍然较低。零售贷款业务的发展空间和市场 需求仍然很大，这部分融资需求将有效助推金融产品的交叉销售，拉动其他业 务同步增长，同时增加客户粘性，有助于提升商业银行知名度和美誉度，为其 利润增长做出有力贡献。商业银行唯有做大做强基础客户，掌握大量客户资源， 才能占据市场有力地位，零售业务必然是未来国内商业银行可持续发展的根基 和动力。 本文以交通银行吉林省分行零售信贷业务作为研究对象，透过对吉林省分 行零售信贷业务现状和现行营销策略的研究，运用案例分析法对交通银行吉林 省分行零售信贷业务现状开展详细分析，从社会因素、经济因素等宏观环境和 吉林省分行营销文化、机制建设等微观环境入手，发现其零售信贷业务实际开 办种类单一、发展动力不足、盈利能力不强等问题。在此基础上用文献分析法， 综合国内外商业银行零售信贷业务营销的相关理论并联系其最新研究成果，寻 找出交通银行吉林省分行零售信贷业务问题的主要诱因。在此基础上经研究发II 现，以上问题主要是因其营销理念和文化滞后、服务效能不高、队伍建设不足、 科技支持深度不够等原因所引起，并对其每项问题的成因开展详细分析，进而 为问题的解决打好基础。 针对交通银行吉林省分行零售信贷业务营销方面存在问题的主要成因，综 合国内外现有文献对商业银行零售信贷业务营销的相关研究与结论，参考现有 文献中国内外商业银行所实施的营销方法与方法，对目前吉林省分行存在的问 题提出具体优化方案。进而为其转变方向和思路，探索新业务营销视角和模式， 寻找市场“蓝海”,完成零售信贷业务快速稳健发展提供策略。首先，增加宣导 深度，转变行内员工既有的关系营销理念，开拓营销思维，倡导以市场和客户 服务为导向，精准挖掘目标客群，搭建获客渠道，大量获客以完成规模经济。 其次，透过加深科技支持、完善队伍建设、完成营销审批标准公开化、透明化 等内部管理方法，降低营销成本、提升服务效率，提升客户满意度，增强客户 粘性。最后，增加外部宣传深度，精准判断客户需求，简化宣传点，提升客户 信息接收效率，增加有效宣传覆盖面，全面提升交行吉林省分行零售信贷业务 质量和口碑。 关键词， 商业银行，零售信贷，营销策略III Abstract Research on Development Strategy of Retail Credit Business of the Bank of Communications of Jilin Province Based on the changes of market environment such as financial disintermediation, interest rate marketization and the influx of foreign banks, the spread interest of commercial banks have been narrowed, their operating space has been shrinked, and their operating efficiency has been declined. Public credit business was once the main profit-making force of Chinese commercial banks, but now it has become saturated and retail credit business has been vigorously developed. It is imperative to seize the profit motive force. How to expand and strengthen the retail credit business from the marketing of effective customers, so as to promote the overall development of debt and other business, has become a new development topic for domestic commercial banks. Commercial banks with advantages in retail credit business have a strong ability to withstand the impact of financial crisis. After hundreds of years of development, the retail loan business of commercial banks in western developed countries has a very mature mode of operation. Although retail credit business of commercial banks in China has made great progress in recent years, compared with commercial banks in developed countries, it is still in an immature stage of growth, with the same scale and benefits. For smaller ones, the proportion of profit sources and total business volume of commercial banks is still low. The development space and market demand of retail loan business are still very large. This part of financing demand will effectively promote cross-selling of financial products, promote synchronous growth of other businesses, and increaseIV customer stickiness. It will help to enhance the popularity and reputation of commercial banks and make a strong contribution to their profit growth. Only by enlarging and strengthening the basic customers and mastering a large number of customer resources can commercial banks occupy a strong position in the market. Retail business is bound to be the foundation and driving force for the sustainable development of domestic commercial banks in the future. This paper takes the retail credit business of Jilin Branch of Bank of communications as the research object. Through the research on the current situation and marketing strategy of the retail credit business of Jilin Branch of Bank of communications, it uses the case analysis method to carry out a detailed analysis on the current situation of the retail credit business of Jilin Branch of Bank of communications from the perspective of social factors, economic factors and other macro environment. Starting with the micro-environment of marketing culture and mechanism construction of Jilin Branch, it is found that its retail credit business has many problems, such as single type of operation, insufficient motive force for development and weak profitability. On this basis, using the literature analysis method, synthesizing the relevant theories of retail credit business marketing of domestic and foreign commercial banks, and connecting with the latest research results, the main causes of retail credit business problems of Bank of Communications Jilin Branch are found. On this basis, it is found that the above problems are mainly caused by lagging marketing concept and culture, low service efficiency, inadequate team building, inadequate depth of scientific and technological support, and the causes of each problem are analyzed in detail, so as to lay a good foundation for the solution of the problem. In view of the main causes of the problems existing in the marketing of retail credit business of Bank of Communications Jilin Branch, this paper synthesizes the relevant research and conclusions of the existing domestic and foreign literature onV the marketing of retail credit business of commercial banks, and refers to the existing literature on the marketing methods and methods implemented by domestic and foreign commercial banks. The specific optimization scheme is put forward. Furthermore, it provides strategies for its change of direction and thinking, exploration of new business marketing perspectives and models, search for the blue sea of the market, and complete the rapid and steady development of retail credit business. Firstly, we should increase the propaganda depth, change the existing relationship marketing concepts of employees in the industry, develop marketing thinking, advocate market and customer service-oriented, accurately tap target customers, build customer access channels, and achieve large numbers of customers in order to achieve economies of scale. Secondly, through deepening scientific and technological support, improving team building, completing internal management methods such as publicity and transparency of marketing approval standards, we can reduce marketing costs, improve service efficiency, enhance customer satisfaction and enhance customer stickiness. Finally, increase the depth of external publicity, accurately judge customer needs, simplify publicity points, improve the efficiency of customer information reception, increase effective publicity coverage, and comprehensively improve the quality of retail credit business and reputation of Jilin Branch of Bank of Communications. Key Words: Commercial Bank, Retail Credit, Marketing StrategyVI 目 录 第 1 章 绪论........................................................................................... 1 1.1 研究背景与意义 ............................................................................ 1 1.2 研究方法与内容 ............................................................................ 3 1.3 理论基础和文献综述 .................................................................... 5 第 2 章 交通银行吉林省分行零售信贷业务营销现状及存在的问题11 2.1 交通银行基本情况简介 .............................................................. 11 2.2 交通银行吉林省分行零售信贷业务现状描述.......................... 12 2.3 交通银行吉林省分行零售信贷业务存在的问题...................... 14 第 3 章 交通银行吉林省分行零售信贷业务营销环境分析 ............ 18 3.1 宏观环境分析 .............................................................................. 18 3.2 微观环境分析 .............................................................................. 20 3.3 SWOT 分析.................................................................................. 21 第 4 章 交通银行吉林省分行零售信贷业务营销策略的制定与实施 保障 ......................................................................................................... 27 4.1 吉林省地区零售信贷业务市场细分.......................................... 27 4.2 吉林省地区零售信贷业务目标市场.......................................... 29 4.3 吉林省分行零售信贷业务市场营销策略的制定...................... 30 4.4 吉林省分行零售信贷业务营销策略的实施保障...................... 32 结 论 ................................................................................................... 35