文章首先介绍了个人贷款产品策略研究的内容、背景与意义，通过分析个人贷
款方面国内外的现状，发现前人研究的不足之处，并找出可能的创新点；其次通过
对整个秦皇岛地区商业银行个人贷款产品基本情况进行分析及建行秦皇岛分行个人
贷款产品组合现状的分析，找出其中存在的问题；再次根据产品策略相关理论对现
有产品线进行优化，根据新产品设计的流程提出创新产品思路，并设计出新的个人
贷款产品线；最后通过产品线削减、产品线扩展、产品整合和产品改造等方式对建
行秦皇岛分行个人贷款产品进行改造，进一步优化了个人贷款产品线；同时提出了
相应的保障措施
文章认为建行秦皇岛分行的个人贷款要想长久发展，就必须根据秦皇岛当地特
点注重产品线的优化设计，新产品的开发，不断的创新出新的个人贷款产品
关键词：个人贷款；产品；创新；策略研究燕山大学工商管理硕士学位论文
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Abstract
In the current economic environment, people&39;s income increases, living standards
continue to improve, consumer demand for funds is rising, the individual demand for
funds is personal consumption, personal property, ordinary personal business and other
capital requirements, when funds can not meet consumer demand, we need personal the
loan funds support. For the Qinhuangdao region, the commercial banks in the personal
loan business competition is very intense, so in order to stand out in the competition, it
must be through personal loan products to enter the market. Therefore, this paper selects
the Qinhuangdao branch of China Construction Bank personal loan product analysis
method to study.
This article first introduces the research on product strategy of personal loans the
contents, background and significance, through the analysis of the status of personal loans
at home and abroad, found the shortcomings of previous studies, and find out the possible
innovation; secondly through the analysis of product portfolio analysis of the present
situation and the Qinhuangdao branch of China Construction Bank personal loans of
commercial banks on the basic situation of the whole area of Qinhuangdao personal loan
products, find out the existing problems; again according to the product strategy theory
related to the existing product line is optimized according to the new product design
process of innovative product ideas, and designs the new product line of personal loans;
finally cut through the product line and product line expansion, product integration and
product transformation way to reform the Qinhuangdao branch of China Construction
Bank personal loans, personal loans to further optimize the product line; at the same time
put forward The corresponding safeguard measures
This paper believes that in order to give full play to the role of financial analysis in
the credit risk management to improve the comprehensive ability of credit staff,
optimization method to analysis the macroscopic, pay attention to accounting analysis and
adjustment, improve the financial evaluation index system.Abstract
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Keywords:personal loan;product; innovate; strategic research目录
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目录
摘要...........I
ABSTRACT .II
第1章绪论........1
1.1研究背景及意义......1
1.1.1研究背景..........1
1.1.2研究意义..........2
1.2国内及国外研究现状..........2
1.2.1国外研究现状..2
1.2.2国内研究现状.4
1.2.3国内外研究述评..........5
1.3研究方法及研究内容..........6
第2章产品策略相关理论7
2.1产品和产品策略.....7
2.2产品组合分析..........7
2.2.1 BCG 矩阵法.....7
2.2.2产品线销售额和利润分析法..9
2.3产品组合的市场细分..........9
2.3.1市场细分的原则..........9
2.3.2市场细分的方法........10
2.3.3市场细分的标准........10
2.4产品组合决策........10
2.4.1产品线延伸决策.........11
2.4.2产品线填补决策.........11
2.4.3产品线现代化决策.....11燕山大学工商管理硕士学位论文
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2.4.4产品线特色决策.........11
2.4.5产品线削减决策........12
2.5新产品的研发........12
2.6本章小结....13
第3章建行秦皇岛分行个人贷款产品现状及存在的问题......14
3.1秦皇岛地区商业银行个人贷款基本情况分析....14
3.2建行秦皇岛分行个人贷款产品组合现状15
3.2.1建行秦皇岛分行个人贷款产品组合分析....15
3.3产品组合分析及存在的问题........18
3.3.1 BCG 矩阵法分析个贷产品组合.......18
3.3.2产品线销售额利润分析........21
3.3.3个人贷款产品存在的问题....24
3.4本章小结.........
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