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硕士毕业论文_联网背景下J银行M分行消费贷业务营销策略研究

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伴随着国民经济收入状况的不断改善和消费观念的变化,致使消费市场出现了未曾 存在过的巨大机遇,相关统计资料显示,国内的消费市场规模预计会在千亿量级。当前 阶段,经济增长从过往的高速增长慢慢变化为目前的中高速增长,在这样的发展状况下, 国内的消费对于 GDP 的贡献也愈发提升,消费对于国内的经济发展所起到的推动作用 变得非常关键,因而在国内经济的调整阶段中,消费贷业务变得愈发关键。而正因如此, 消费信贷市场存在着庞大的可供挖掘空间,并愈发成为金融机构所竞争的关键所在。而 传统商业银行因为其自身的特点,比较关注公司信贷业务,包括消费贷业务在内的个人 信贷业务不受重视。与此同时,互联网金融机构数量的攀升以及其业务的拓展将给传统 商业银行的发展带来巨大冲击。因为互联网金融机构业务具有更为灵活、种类颇具多样 性等优势,使得传统商业银行不得不完成传统业务的转型,但正由于其自身特点,导致 转型比较艰难,银行感受到了空前的压力。在此背景下,各商业银行意识到消费贷业务 的重要性,也着手推动业务转型工作,希望能够在消费贷业务方面取得突破。新背景下 传统商业银行迎来了更多的发展机遇,但也感受到了更大的压力。 本文所选择的研究案例是 J 银行 M 分行,该行位于 M 市,在当地是颇具影响力的 商业银行,目前已经具备了二十余年的经营历史。本文首先对消费贷的相关理论进行了 简要的介绍,为后文研究打下基础,之后结合 J 银行 M 分行当前的状况,研究其在消费 贷业务方面的发展情况,在研究之后发现在近期的经营过程当中,J 银行 M 分行的消费 金融业务出现了诸如创新不足、产品种类过于单调、客源渠道较少、客户满意度低、员 工团队合作意识不强、促销缺位、业务可视化不足、服务水平不高、存在流动性风险等 一系列的问题,出现的这些问题对于该行的消费贷业务的发展产生了严重的阻碍。 本文对 J 银行 M 分行进行内外部环境分析,并对其进行 stp 战略分析,在此基础上 提出了具体的营销策略,即在价格方面需要依据客户群体的不同进行细分,使用一种静 态的策略;在促销方面,需要通过多个层次的宣传来完成促销工作,定期开展短期促销 工作;在产品方面,需要调整己方的经营思维;在渠道方面,需优化线下渠道,提升客 户满意度,并拓展电子渠道;在人员方面,实施合理的绩效考核机制,多部门联动,进 行名单式的管理,并在每个季度向高层反馈营销目标的达成状况;在有形展示方面,关 注实体环境的建设,推动信息沟通的顺畅进行,营造产品的口碑效应,调整自身的发展 意识,构建更富有科技感的营销手段;在过程方面,开展全方位的监督,并构建全面的II 客户反馈机制,利用人工智能等方式来辅助完成,希望能够提升工作效率,达到过程自 动化,搭建手机自助平台,提升客户的使用便捷性,给客户提供全面的贷款增值服务。 关键词:互联网金融;银行消费贷;市场细分;STP 战略;营销策略III Abstract With national income improved and consumption concept changed, unprecedented opportunities have come to the Chinese consumer market, of which the size has reached one hundred billion mark as shown by statistical data. Currently, Chinese economic growth gradually slowed down from high speed to medium-high speed. Under such situation, domestic consumption is playing a greater role in boosting Chinese GDP and economy, and the consumer loan is of more importance to the economic adjustment, as a result of which, the consumer loan market is getting potentially huge and becomes the key to competitions of financing institutions. The commercial banks of traditional nature are more likely to focus on company credit, leaving personal credit, including consumer loan, less concerned. At the same time, emerging Internet financial institutions with expanding business scope and features of flexibility and diversity are posing huge impacts on commercial banks, forcing them to transform traditional businesses, which is, as restricted by their own natures, quite stressful. Under such circumstances, commercial banks have realized the importance of consumer loan and initiated business transformation, hoping to make breakthroughs in this field. For traditional commercial banks, what comes with greater opportunities is greater pressure. The study case, J bank M branch, is a commercial bank in M city with significant influence and more than 20 years of history. This paper first introduces theories of consumer loan in a brief manner, and then studies the development of consumer loan of the J bank M branch in accordance with its current condition. As the study shows, the branch has such disadvantages as the lack of innovation and sales promotion, flat product category, limited client source, low customer satisfaction and teamwork awareness, low level of business visualization and service, liquidity risk, etc., all of which has severely impeded the development of its consumer loan business. Analyses were carried out in terms of the STP strategy and the interior and exterior environment of M branch, and specific sales strategies were made accordingly: a static strategy and customer segmentation are used for pricing; multi-layered promotion and regular short-term promotion are needed; operation idea shall be changed to diversify products; as for client source, offline source can be optimized, online source be expanded, and customerIV satisfaction be improved; in respect of staff management, a reasonable performance assessment shall be set up, and the linkage among departments and a list-style management be realized, with sales performance reported quarterly to the senior management; regarding the physical evidence, emphasis shall be put on the improvement of physical environment to better communication and build up reputation effect, and changes shall be made in development ideas, creating marketing methods full of science and technology; and in terms of process, a comprehensive supervision and client feedback system assisted by AI is proposed to improve work efficiency and achieve process automation, besides, mobile APP can be used to increase convenience so as to offer an all-round loan service. Key words: Internet finance; Bank consumer loans; Market segmentation; The STP strategy; The marketing strategyV 目 录 第一章 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 国内外研究现状............. 3 1.2.1 国外相关研究.......3 1.2.2 国内相关研究.......4 1.2.3 国内外研究评述...6 1.3 研究内容、方法及技术路线........................ 7 1.3.1 研究内容...............7 1.3.2 研究方法...............8 1.3.3 技术路线...............8 第二章 相关概念与理论基础......9 2.1 互联网消费贷概述......... 9 2.1.1 互联网消费贷的定义..........................9 2.1.2 互联网消费贷的种类........................10 2.1.3 互联网消费贷的特征........................11 2.2 互联网金融带来的冲击与革新.................. 13 2.2.1 渠道的革新与冲击............................13 2.2.2 小微信贷领域的冲击........................14 2.2.3 信息渠道和风险管理的冲击与革新14 2.2.4 服务对象和理念的冲击与革新........15 2.2.5 支付与结算业务的冲击....................15 2.3 相关理论基础............... 16 2.3.1 7P 营销组合理论.16 2.3.2 PEST 宏观环境分析理论...................16 2.3.3 STP 分析理论......17 第三章 互联网背景下 J 银行 M 分行消费贷业务发展的现状.............19 3.1 J 银行 M 分行情况介绍19 3.2 J 银行 M 分行消费贷业务现状...................19VI 3.2.1 J 银行 M 分行消费贷业务状况.........19 3.2.2 J 银行 M 分行消费贷业务的种类.....20 3.3 银行职员问卷调查....... 21 3.3.1 问卷设计及发放.21 3.3.2 问卷调查数据分析............................22 3.4 J 银行 M 分行消费贷业务发展存在的问题..............................26 3.4.1 产品单一,缺乏创新性....................26 3.4.2 无差别“低价”策略隐藏流动性风险 26 3.4.3 申请渠道及获客渠道单一................27 3.4.4 促销缺位,可获得性差....................27 3.4.5 员工营销协作意识淡薄....................28 3.4.6 业务有形展示不足............................28 3.4.7 营销过程及服务流程不畅,客户体验差.......................29 第四章 J 银行 M 分行消费贷业务内外部环境分析..............................31 4.1 宏观环境分析............... 31 4.1.1 政治环境分析.....31 4.1.2 经济环境分析.....31 4.1.3 技术环境分析.....32 4.1.4 社会环境分析.....32 4.2 微观环境分析............... 33 4.2.1 银行内部.............33 4.2.2 消费者行为特征.35 4.2.3 行业竞争.............40 第五章 互联网背景下 J 银行 M 分行消费贷业务的营销策略.............43 5.1 J 银行 M 分行消费贷业务营销策略 STP 分析......................... 43 5.1.1 J 银行 M 分行消费贷业务营销市场细分........................43 5.1.2 J 银行 M 分行消费贷业务营销目标市场........................43 5.1.3 J 银行 M 分行消费贷业务营销市场定位........................44 5.2 J 银行 M 分行消费贷业务营销策略的制定..............................45 5.2.1 优化产品结构,完善产品体系........45 5.2.2 依据客户细分执行差异化定价........47VII 5.2.3 线上线下多渠道发展........................48 5.2.4 多元化促销方式.49 5.2.5 强化人员管理.....50 5.2.6 注重有形展示的提供........................50 5.2.7 优化业务流程,提升办事效率........51 第六章 结论与展望....................52 6.1 研究结论....................... 52 6.2 研究展望....................... 53