随着中国经济社会的发展进入新常态，国内各个行业都发生着深刻的变化。 尤其近年来，党中央提出了乡村振兴战略规划，为全面落实党的金融方针政策， 各大城市商业银行严格坚守战略定位，大力发挥商业银行在地方金融体系中的领 导地位。多年来，商业银行经营转型已经是各大商业银行一起探讨研究的问题， 他们在改革的方向和转变上发表了一些见解。银行经营转型中的变化不仅包括商 业模式的改变，经营理念的重置、信贷结构的调整，同时也包含产品营销管理这 个常谈常新的话题。 长期以来，WZ银行个人信贷客户管理体系建设相对滞后，缺乏营销针对性， 风险管理能力也较低。但是个人信贷营销市场日渐成熟，客户对银行和多样化的 产品拥有更多的选择权，相同的行业，随着国内和海外商业银行市场流动份额的 增加，目前客户的贷款需求情况呈现很大的差异性，维护好现存客户的稳定性也 越来越难。因此，制定合理地、有针对性的个人信贷产品营销策略不仅能够有效 提升资金的配置效率，而且对WZ银行快速健康发展有着非常积极的作用。 本文以WZ银行个人信贷客户群体为研究客体，以市场营销学的基本理论为 基础，对个人信用产品的定义和经济性进行了分析。在参考国内外理论文献的基 础上，通过实践、研究和实践，对其进行了分析。最后总结了我国中小银行商业 银行的战略市场目标和方向，在此基础上，通过对模型的分析，结合“4P营销 理论”“PEST营销环境分析模型”和“波特五力环境分析模型”内外部营销环境 分析模型，联系WZ银行实际，进行信贷产品的差异化营销，使个人贷款业务更 能适应差异化市场需求。 本文以市场营销理论为基础，结合中小银行的营销策略，重点研究了中小银 行的营销策略，有针对性地提出适用于类似WZ中小农村商业银行的产品营销方 案，对我国中小商业银行产品营销具有一定的借鉴意义。 关键词：商业银行；个人信贷产品；营销策略 河南财经政法大学硕士学位论文 II Abstract WithChina'seconomicandsocialdevelopmententeringthenewnormal, profoundchangeshavetakenplaceinvariousindustriesinChina.Especiallyinrecent years,thePartyCentralCommitteehasputforwardthestrategicplanofRural Revitalization.Inordertofullyimplementtheparty'sfinancialpolicies,commercial banksinmajorcitiesstrictlyadheretothestrategicpositioningandgivefullplayto theleadingpositionofcommercialbanksinthelocalfinancialsystem.Overtheyears, thetransformationofcommercialbanks'operationhasbeendiscussedandstudiedby themajorcommercialbanks.Theyhavereachedacertainconsensusonthedirection andtransformationofthereform.Thechangesinbankoperationtransformation includenotonlythechangeofbusinessmodel,theresetofbusinessphilosophy,the adjustmentofcreditstructure,butalsotheproductmarketingmanagement. Foralongtime,WZbank'spersonalcreditcustomermanagementsystem constructionisrelativelybackward,lackofmarketingpertinence,andlowrisk managementability.However,withthematurityofpersonalcreditmarketingmarket, customershavemoreoptionsforbanksanddiversifiedproducts.Inthesameindustry, withtheincreaseofmarketflowshareofdomesticandoverseascommercialbanks, theloandemandofcustomersshowsgreatdifference,anditismoreandmore difficulttomaintainthestabilityofexistingcustomers.Therefore,theformulationof reasonableandtargetedmarketingstrategiesofpersonalcreditproductscannotonly effectivelyimprovetheallocationefficiencyoffunds,butalsoplayaverypositive roleintherapidandhealthydevelopmentofWZbank. ThispapertakesWZbank'spersonalcreditcustomergroupastheresearchobject, basedonthebasictheoryofmarketing,analyzesthedefinitionandeconomyof personalcreditproducts.Onthebasisofreferencetodomesticandforeigntheoretical literature,throughpractice,researchandpractice,itisanalyzed.Finally,it summarizesthestrategicmarkettargetanddirectionofChina'ssmalland medium-sizedcommercialbanks.Onthisbasis,throughtheanalysisofthemodel, combinedwiththe"4Pmarketingtheory","pestmarketingenvironmentanalysis model"and"Porter'sfiveforcesenvironmentanalysismodel"internalandexternal 河南财经政法大学硕士学位论文 III marketingenvironmentanalysismodel,combinedwiththeactualsituationofWZ bank,thedifferentiatedmarketingofcreditproductsiscarriedouttomakepersonal loanbusinessmorecapableAdapttodifferentiatedmarketdemand. Basedonthemarketingtheory,combinedwiththemarketingstrategyofsmall andmedium-sizedbanks,thispaperfocusesonthemarketingstrategyofsmalland medium-sizedbanks,andputsforwardtheproductmarketingschemesuitablefor smallandmedium-sizedruralcommercialbankssimilartoWZ,whichhascertain referencesignificancefortheproductmarketingofsmallandmedium-sized commercialbanksinChina. Keywords:CommercialBank;personalcreditcustomer;marketingstrategy 河南财经政法大学硕士学位论文 IV 目录 摘要............................................................................................................................I Abstract......................................................................................................................II 目录..........................................................................................................................IV 1绪论.............................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究意义.............................................................................................................1 1.2.1理论意义......................................................................................................2 1.2.2实际意义......................................................................................................2 1.3国内外研究现状.................................................................................................2 1.3.1国外研究现状..............................................................................................2 1.3.2国内研究现状..............................................................................................4 1.3.3国内外研究现状评述..................................................................................5 1.4研究思路和方法.................................................................................................6 1.4.1研究内容和思路..........................................................................................6 1.4.2研究方法......................................................................................................8 2相关概念和理论基础.................................................................................................9 2.1相关概念............................................................................................................9 2.1.1个人信贷客户概述......................................................................................9 2.1.2个人信贷产品..............................................................................................9 2.2相关理论.............................................................................................................9 2.2.1营销4P组合................................................................................................9 2.3分析工具...........................................................................................................10 2.3.1PEST分析模型..........................................................................................10 2.3.2波特五力分析模型....................................................................................12 2.3.3STP分析....................................................................................................13 3WZ银行个人信贷产品营销现状分析.....................................................................14 3.1WZ银行概况.....................................................................................................14 3.1.1WZ银行基本情况......................................................................................14 3.1.2WZ银行信贷管理的组织架构和流程......................................................15 河南财经政法大学硕士学位论文 V 3.2WZ银行个人信贷客户管理基本情况.............................................................16 3.3WZ银行个人信贷产品营销现状.......................................................................18 3.3.1个人信贷产品营销总体情况...............................