摘要
改革开放以来，我国经济迅速发展，居民收入不断提高，人们消费观念发生变化，
逐渐追求高品质生活，消费需求快速增长。同时，国家出台一系列政策，鼓励居民进行
消费，刺激内需，激发居民消费潜力。在此大环境下，消费金融快速发展。消费信贷业
务创收占比逐步增大，成为银行的支柱业务。各大商业银行不断加大对消费贷款业务的
投入，提高市场竞争力，争取获取更大市场份额，竞争日趋激烈。本文通过分析故城县
Y银行消费信贷业务营销现状、问题以及问题成因，给出营销策略优化建议，达到提高
故城县 Y银行市场竞争力的目的。
本文以故城县 Y银行为研究对象，采用参考文献法、案例分析法、问卷调查法对 Y
银行营销现状进行了分析，同时梳理 STP理论、7Ps营销理论，为研究 Y银行消费信贷
业务营销问题、成因提供理论基础，最后结合 STP理论、7Ps理论提出营销策略优化建
议。通过对故城县 Y银行消费信贷业务营销现状进行分析，找出营销问题，这些问题具
体表现为目标市场选择不科学、产品结构不合理、定价缺乏差异化、营销渠道不健全、
缺乏科学促销策略、队伍建设落后、有形展示不合理、服务流程复杂，这些问题严重影
响 Y银行消费信贷业务的稳健发展。从问题入手究其原因，总结出主要原因有市场细分
变量选择不科学、缺乏长远业务规划、未建立完善的客户评分系统、营销渠道建设投入
较少、团队建设重视程度偏低、科技支撑不到位。本文根据 Y银行消费信贷业务营销现
状和客户需求，从 STP策略、产品策略、价格策略、渠道策略、促销策略、人本策略、
有形展示策略、服务过程策略这八个方面，提出营销策略优化建议。
研究成果的应用有利于完善 Y银行故城县消费信贷业务的营销策略体系，提高 Y
银行的竞争力。同时，也为消费信贷业务营销策略优化方面的研究贡献了自己的一份力
量。
关键词：银行；消费信贷；营销策略
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Abstract
Since the reform and opening up, my country’s economy has developed rapidly,
residents’ income has continued to increase, people’s consumption concepts have changed,
and people have gradually pursued a high-quality life, and consumer demand has grown
rapidly. At the same time, the state has issued a series of policies to encourage residents to
consume, stimulate domestic demand, and stimulate residents' consumption potential. In this
general environment, consumer finance has developed rapidly. The proportion of income
generated by consumer credit business has gradually increased and has become a pillar
business of the bank. Major commercial banks continue to increase their investment in
consumer loan business, improve market competitiveness, and strive to gain a larger market
share. Competition is becoming increasingly fierce. This thesis analyzes the current marketing
situation, problems and causes of the consumer credit business of Y Bank in Gucheng County,
and gives suggestions on the optimization of marketing strategies to achieve the goal of
improving the market competitiveness of Y Bank in Gucheng County.
This article takes Y Bank in Gucheng County as the research object, uses reference
method, case analysis method, and questionnaire survey method to analyze the marketing
status of Y Bank. At the same time, it combs the STP theory and 7Ps marketing theory to
study the marketing problems of Y bank consumer credit business , The cause of formation
provides a theoretical basis, and finally combines STP theory and 7Ps theory to put forward
marketing strategy optimization suggestions. Through the analysis of the current marketing
situation of the consumer credit business of Y Bank in Gucheng County, the marketing
problems are identified. These problems are specifically manifested in the unscientific choice
of the target market, unreasonable product structure, lack of differentiation in pricing,
unsound marketing channels, and lack of scientific promotion strategies, Backward team
building, unreasonable physical display, and complicated service procedures. These problems
have seriously affected the steady development of Y Bank’s consumer credit business.
Starting from the problem, it is concluded that the main reasons are unscientific selection of
market segmentation variables, lack of long-term business planning, failure to establish a
complete customer rating system, less investment in marketing channel construction, low
emphasis on team building, and inadequate technological support. Based on the current
marketing situation and customer needs of Y Bank’s consumer credit business, this article
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