随着我国经济持续发展、居民收入快速增长，消费市场不断升温,个人消费信贷 业务发展也迎来了良好机遇。同时，利率市场化使各商业银行传统的盈利空间日趋 狭窄，市场竞争日趋激烈促使各家金融机构优化银行业务结构，加快业务创新步伐， 开辟利润蓝海。在此市场环境下，个人消费信贷业务作为调整资产类业务结构、弥 补利差损失的最为有效的业务品种，已发展成为商业银行零售业务及资产业务重要 组成部分。以徽商银行个人消费信贷业务作为研究对象，对徽商银行向零售银行转 型和长足发展具有重要的现实意义。 在本文研究的过程中融入了对个人消费信贷相关理论的应用，同时也对国内外 的相关研究文献以及研究成果进行了参考和借鉴，并对我国商业银行的个人消费信 贷业务发展现状以及发展历程进行了结合。在进行实证分析的过程中，所涉及的学 科领域较多，包括但不限于市场营销学以及金融学，除此之外，融入了对数据分析 以及 4P 营销理论等理论以及分析方法的使用。 本文在个人消费信贷业务相关理论和实践研究分析的基础上，结合徽商银行个 人信贷业务现状、发展路径、营销策略、存在问题及制约因素分析四个方面研究徽 商银行个人消费信贷业务发展状况；最后，从产品创新、市场调节、团队建设、科 技保障和风险管理五个方面提出切实可行的发展建议。 本文的创新之处在于：从国内外消费信贷业务发展理论及实务出发，结合徽商 银行个人消费信贷业务近年来经营数据及现状，较为全面的研究了徽商银行个人消 费信贷业务，为徽商银行以至其他城市商业银行个人消费信贷业务发展提供积极建 议。 关键词：徽商银行；个人消费信贷；发展建议I ABSTRACT With the continuous development of China's economy and the rapid growth of residents'income, the consumer market continues to warm up, the development of personal consumer credit business has also ushered in a good opportunity. At the same time, interest rate marketization makes the traditional profit space of commercial banks increasingly narrow, and the increasingly fierce market competition urges financial institutions to optimize the banking business structure, speed up the pace of business innovation, and open up a blue sea of profits. In this market environment, as the most effective business variety to adjust the structure of asset business and make up for the loss of interest margin, personal consumer credit business has developed into an important part of retail business and asset business of commercial banks. Taking the personal consumption credit business of Huishang Bank as the research object, it has important practical significance for the transformation and development of Huishang Bank to retail bank. In the process of this study, the application of the relevant theory of personal consumption credit is integrated, and the relevant research literature and research results at home and abroad are also referenced and used for reference. In the process of empirical analysis, there are many disciplines involved, including but not limited to marketing and finance, in addition to the integration of data analysis and 4P marketing theory and the use of analytical methods. Based on the theoretical and practical research and analysis of personal consumer credit business, this paper studies the development of personal consumer credit business of Huizhou Commercial Bank from four aspects: current situation, development path, marketing strategy, existing problems and constraints. Finally, it studies the development of personal consumer credit business of Huizhou Commercial Bank from product innovation and market regulation. To put forward practical development proposals in five aspects: team building, science and technology support and risk management. The innovation of this paper lies in: Starting from the theory and practice of the development of consumer credit business at home and abroad, combining with the operating data and current situation of the personal consumer credit business of Huishang Bank in recent years, the paper makes a comprehensive study of the personal consumer credit business of Huishang Bank, which is the personal consumer credit business ofII Huishang Bank and other city commercial banks. Provide positive suggestions for development. KEYWORDS: Huishang Bank; personal consumer credit;development proposals1 目 录 第一章 绪论........................................................... 1 第一节 选题背景............................................................................................................1 第二节 研究目的与意义................................................................................................1 第三节 研究思路和研究方法........................................................................................2 一、研究思路...............................................................................................................2 二、研究方法...............................................................................................................3 第二章 个人消费信贷业务相关理论与实践................................. 4 第一节 国内外个人消费信贷研究现状........................................................................4 一、国外研究理论综述...............................................................................................4 二、国内研究理论综述...............................................................................................5 第二节 个人消费信贷业务风险管理理论....................................................................6 第三节 商业银行个人消费信贷业务发展历程..............................................................7 第三章 徽商银行个人消费信贷业务发展分析............................... 9 第一节 徽商银行概况....................................................................................................9 第二节 徽商银行个人消费信贷业务发展现状............................................................10 一、个人消费信贷业务产品体系.............................................................................10 二、个人消费信贷业务规模.....................................................................................11 三、营销渠道建设及管理现状.................................................................................13 第三节 徽商银行个人消费信贷业务主要发展产品..................................................13 一、住房消费类.........................................................................................................13 二、汽车消费类.........................................................................................................14 三、易贷类.................................................................................................................15 第四节 徽商银行个人消费信贷业务发展路径分析....................................................16 一、徽商银行个人消费信贷业务发展策略.............................................................16 二、徽商银行个人消费信贷业务发展路径.............................................................16 第五节 徽商银行个人消费信贷业务营销策略分析....................................................18 一、产品组合.............................................................................................................18 二、定价策略.............................................................................................................18 三、渠道建设.............................................................................................................192 四、营销推广............................................................................................................. 20 第四章 徽商银行个人消费信贷业务问题及制约因素分析 ....................23 第一节 徽商银行个人消费信贷业务存在问题........................................................... 23 一、产品结构不均衡................................................................................................. 23 二、市场结构不均衡................................................................................................. 23 三、专业化队伍建设不够......................................................................................... 25 四、科技支撑不到位................................................................................................. 25 五、风险管理不到位................