II 行个人贷款业务营销战略中存在市场细分标准单一、目标市场选择不合时宜、 市场定位不匹配等问题。再以7Ps营销理论的指导，以7P为框架，提出了GD 农村合作银行个人贷款业务营销在产品、价格、渠道、促销、人员、有形展 示、过程等7个方面存在的问题，包括产品单一，缺乏创新性、无差别低价策 略隐藏流动性风险、员工营销协作意识淡薄、申请渠道及获客渠道单一、个人 贷款业务促销缺位，可获得性差、个人贷款业务有形展示不足、个人贷款业务 营销过程及服务流程不畅，客户体验差等问题，并对存在问题进行了原因分析。 最后运用STP战略理论和7Ps理论，结合GD农村合作银行的自身情况和资源优 势，以及目前个人贷款产品的发展趋势，提出了一系列解决措施。 随着市场经济的进一步发展，可以说是营销为王。本文对GD农村合作银行 个人贷款业务的拓展提供了一些想法和建议，具有一定的可操作性和可行性， 也可以为同业其他农村金融机构个人贷款业务营销提供有益借鉴。但是本文提 出的优化策略，主要体现为创新产品、强化服务体验、增强科技感三个方面， 对于解决GD农村合作银行目前个人贷款业务营销存在的问题比较有效，但是长 期来看创新产品、强化服务体验这两项策略的实施主要依托于科技的力量，然 而对于GD农村合作银行而言，由于自身发展原因，其科技实力相对较弱，想在 短时间内突破确实存在困难，因此，从长远来看，增强GD农村合作银行的金融 科技实力是非常必要的，如果金融科技支撑跟不上，GD农村合作银行个人贷款 营销的策略的实施总是被动的。 关键词：个人贷款业务；竞争环境；营销策略 Abstract V Abstract With the development of urbanization and the growth of agricultural economy in China, rural financial institutions took the lead in occupying the rural market. From 2005 to 2015, the scale of deposits and loans expanded rapidly. However, in the rapid growth, the overall grasp of the credit assets structure was neglected, with the goal of issuing large amounts of enterprise loans, and the ratio of enterprise loans to scale. The ratio of non-performing loans of rural financial institutions is much larger than that of individual loans, and the concentration of assets is high. As a result, the non-performing loans rate of rural financial institutions has been rising steadily after the economic environment changed in 2015, and the pressure of non-performing assets reserve is enormous. As a local financial institution, GD Rural Cooperative Bank is no exception. In the case of weak business growth, the development of personal loan business of GD Rural Cooperative Bank has encountered tremendous difficulties. At the end of 2016, GD Rural Cooperative Bank took the initiative to change and set up a personal loan center, focusing on the development of personal loan business, trying to transform into a retail bank. The direction of reform is correct, but it faces all kinds of internal and external troubles. With the development of China's urbanization and the growth of agricultural economy, rural financial institutions took the lead in occupying the rural market. From 2005 to 2015, the scale of deposits and loans expanded rapidly. However, in the rapid growth, the overall grasp of the credit asset structure was ignored. With the goal of issuing a huge amount of enterprise loans, the scale of enterprise loans is far greater than the scale of individual loans, and the asset concentration degree As a result, after the change of economic environment in 2015, the non-performing loan ratio of rural financial institutions has been increasing, and the pressure on non-performing asset provision is huge. As a local financial institution, Gd rural cooperative bank is no exception. In the case of weak growth, the development of personal loan business of GD rural cooperative bank has encountered great difficulties. At the end of 2016, Gd rural cooperative bank took the initiative to  VI change, established a personal loan center, focused on the development of personal loan business, and tried to transform into a retail bank. The direction of reform is correct, but it faces all kinds of internal and external troubles. On the one hand, it faces great pressure from external competition. With the rise of Internet finance, Internet finance companies make full use of big data to explore the value of data, endow their Internet loan products with the core competitiveness of short audit time and fast lending speed, and quickly occupy the market in the whole personal loan market. Although financial institutions in the same industry are also facing the competition from internet financial companies, they actively seek change, actively follow up in the use of big data and artificial intelligence, actively innovate personal loan products, and quickly change their strategies to meet the challenges. On the other hand, there are many problems in the marketing of GD rural cooperative bank's personal loan business. GD rural cooperative bank is a local financial institution, which has been ranked first in the three rural market and established a good image of serving the "three rural" and small and medium-sized micro enterprises. However, with the acceleration of rural urbanization, the traditional farmers are disappearing, and the traditional customer needs of the three rural areas are gradually changing, but there are many problems in the personal loan business marketing of GD rural cooperative bank , which leads to the weakening of customer loyalty and the seizing of customer resources. How to solve these problems is the background and purpose of this study. The first chapter is the introduction. Starting from the topic selection, this paper discusses the background and significance of the topic selection research, and uses the relevant theories at home and abroad to sort out the research content and the framework structure of the paper. The second chapter is through the analysis of the macro and micro environment of the personal loan business marketing of GD rural cooperative bank, especially comparing with the personal loan business marketing strategy of the competitors in the same industry, summarizing the development trend of the personal loan business, and finding out the gap of the personal loan business  VII marketing of GD rural cooperative bank. In Chapter 3, through the SWOT analysis method, this paper analyzes the internal advantages and disadvantages, external opportunities and threats of GD rural cooperative bank in personal loan business marketing, and then, under the guidance of STP strategy, finds out the problems in the personal loan business marketing strategy of GD rural cooperative bank, such as single market segmentation standard, inappropriate choice of target market, mismatch of market positioning, etc. Finally, under the guidance of 7PS marketing theory and the framework of 7p, the paper puts forward the problems in product, price, channel, promotion, personnel, tangible display and process of GD rural cooperative bank's personal loan business marketing, including single product, lack of innovation, no difference low price strategy, hidden liquidity risk, weak marketing cooperation awareness of employees, application channel and customer channel There are some problems, such as single channel, lack of personal loan business promotion, poor availability, lack of tangible display of personal loan business, poor marketing process and service process of personal loan business, poor customer experience, and so on. The fourth chapter uses STP strategy theory and 7PS theory, combined with Gd rural cooperative bank's own situation and resource advantages, as well as the current development trend of personal loan products, puts forward a series of solutions. With the further development of market economy, it can be said that marketing is the king. In this paper, the research on personal loan business marketing of GD rural cooperative bank is the process of full application and demonstration of this concept, which has played a positive role in promoting the application of service marketing theory and relationship marketing theory in the field of practical work. This paper provides some ideas and suggestions for the development of GD rural cooperative bank&#