随着我国经济社会的持续稳定发展，居民收入特别是中低收入群体收入增长 较快。与此同时，人们的消费观念和意愿也在发生转变，尤其是新一代年轻人逐 渐成为消费主力军，他们从注重储蓄向习惯信用消费、提前消费转变，从物质消 费向更多服务消费转变，更注重消费体验和追求高品质生活消费。 研究表明，我国最终消费支出对GDP贡献率逐年大幅上升，消费已成为推 动我国经济发展的重要力量，消费驱动将成为我国未来经济增长的新引擎和内在 动力。“十三五”以来，国家进一步提出要以改革创新破除制约消费扩大的体制 机制障碍，优化消费环境。市场主体的快速增长以及我国政策及市场环境为消费 发展提供保障，为消费信贷市场提供了巨大的空间。 Y银行与其它的商业银行一样，是我国消费金融市场的重要主体之一。随着 企业的不断改革创新，Y银行在消费金融方面取得了不少成功经验，但是，随着 竞争的加剧以及消费者需求行为的变化，Y银行在消费信贷业务的发展过程中遇 到了一些难题需要破解。 本文通过文献研究，梳理国内外相关研究成果，总结商业银行消费信贷业务 的市场结构、竞争环境、需求特征等方面的规律，以Y银行作为具体的研究案 例，运用服务营销的相关理论和有效的分析模型，如PEST环境分析框架，安索 夫产品/市场矩阵模型，以及SWOT分析工具等，明确其消费信贷业务在时行市 场拓展方面存在的问题、机遇和挑战，通过收集一手资料和二手资料，对基目标 顾客需求特征和竞争力进行分析，进而提出相应的策略建议。旨在为Y银行的 消费信贷业务营销市场拓展方案的制定提供决策参考。 关键词：Y银行，消费信贷，市场拓展，安索夫矩阵 iv LISTOFABBREVIATIONS GDP:GrossDomesticProduct WTO:WorldTradeOrganization AMA:AmericanInstituteofMarketing ROA:ReturnOnAssets VIP:VeryImportantPerson NIM:NetInterestMargin MLF:Medium-termLendingFacility SWOT:Strength,Weaknesses,Opportunities,andThreats O2O:OnlineToOffline P2P:peer-to-peerlending M&A:MergersandAcquisitions SO:StrengthsandOpportunity APP:Application v TABLEOFCONTENTS ABSTRACT....................................................................................................................i 摘要...........................................................................................................................iii LISTOFABBREVIATIONS........................................................................................iv TABLEOFCONTENTS...............................................................................................v LISTOFTABLES.........................................................................................................ix 表目录....................................................................................................................x LISTOFFIGURES.......................................................................................................xi 图目录..................................................................................................................xii ChapterIIntroduction....................................................................................................1 1.1ResearchBackgroundandSignificance...........................................................1 1.1.1ResearchBackground..................................................................................1 1.1.2ResearchSignificance.................................................................................2 1.2BasicIdeasandFramework..............................................................................3 1.2.1BasicIdeas...................................................................................................3 1.2.2Framework...................................................................................................4 1.3ResearchMethods............................................................................................4 ChapterIILiteratureReview..........................................................................................6 2.1DefinitionofConsumerCreditforCommercialBanks...................................6 2.1.1DefinitionofConsumerCredit....................................................................6 2.1.2ProductAttributesofConsumerCredit.......................................................6 2.1.3MarketExpansionStrategyofConsumerCreditProducts..........................7 2.2ServiceMarketingStrategy..............................................................................8 2.2.1FeaturesofServiceProducts.......................................................................8 2.2.2StrategicResearchonBankProductServiceMarketing...........................10 2.3MarketExpansionTheory..............................................................................13 ChapterIIICurrentSituationandProblemsofYBank'sConsumerCreditBusiness..15 3.1YBank’sProfile.............................................................................................15 vi 3.1.1YBank'sDevelopmentandStrategicTarget.............................................15 3.1.2YBank'sBusinessPortfolio......................................................................16 3.2YBankConsumerCreditBusinessIntroduction............................................18 3.2.1YBankPersonalConsumerCreditOrganizationStructure......................18 3.2.2YBankConsumerCreditProductFeatures...............................................20 3.3ProblemsFacedbyYBank'sConsumerCreditBusiness..............................26 ChapterIVAnalysisofYBank'sConsumerCreditBusinessDevelopment................31 4.1EnvironmentalAnalysisofYBank'sConsumerCreditBusiness..................31 4.1.1ExternalEnvironmentAnalysis.................................................................31 4.1.2InternalEnvironmentAnalysis..................................................................37 4.2StrengthsandWeaknessAnalysisofYbank'sConsumerCreditBusiness....42 4.3SurveyoncustomersofYbank’sConsumerCreditBusiness.......................49 4.3.1QuestionnaireDesign................................................................................49 4.3.2DateCollection..........................................................................................49 4.3.3DateAnalysisandFinding........................................................................50 4.4TargetMarketbasedonSurvey......................................................................55 4.4.1SegmentationandTargeting......................................................................55 4.4.2DemandsAnalysis.....................................................................................57 ChapterVSuggestionsonMarketExpansionStrategyofYBank'sConsumerCredit59 5.1MarketExpansionPathofYBank'sConsumerCredit..................................59 5.2StrategyBasedonPathSelection...................................................................63 ChapterVIConclusionandProspect...........................................................................72 6.1Conclusion......................................................................................................72 6.2ManagementEnlightenmentandDeficiencies...............................................72 REFERENCE...............................................................................................................74 APPENDIX..................................................................................................................77 vii 目录 ABSTRACT....................................................................................................................i 摘要...........................................................................................................................iii LISTOFABBREVIATIONS........................................................................................iv TABLEOFCONTENTS...............................................................................................v LISTOFTABLES.........................................................................................................ix 表目录....................................................................................................................x LISTOFFIGURES.......................................................................................................xi 图目录...