石河子大学学位论文独创性声明及使用授权声明
学位论文独创性声明
本人所呈交的学位论文是在我导师的指导下进行的研究工作及取得的研究成果。据
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究成果。对本文的研究做出重要贡献的个人和集体，均已在文中作了明确的说明并表示
谢意。
研究生签名：
时间：2022年 11月 11日
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研究生签名：
导师签名：
时间：2022年 11月 11日
时间：2022年 11月 11日
摘要
近年来，随着利率市场化的加剧，银行之间的竞争日趋激烈。监管机构巨额罚款经常出现，监
管力度越来越严格。银行信贷业务回归本源。持续创新产品和机制，加快零售创新转型，提升自身
市场竞争力。其中，个人信贷业务备受各家银行关注，竞争日趋激烈。每家银行都在不断创新，个
人信贷也一直是每家银行零售创新成功的关键。
本文基于营销环境分析和营销策略理论，首先介绍了北京银行青岛分行，分析了北京银行青岛
分行个人信贷业务的内外部营销环境。并通过访谈挖掘出青岛分行个人信贷业务营销策略中存在的
问题。在此基础上，构建了北京银行青岛分行个人信贷业务的 SWOT分析模型，利用内部因素矩阵
和外部因素矩阵选择了北京银行青岛分行个人信贷业务的营销策略。最后从产品策略、价格策略、
渠道策略、营销策略、人员策略、过程策略、有形展示策略七个方面阐述北京银行青岛分行个人信
贷业务营销策略优化方案，并从激励制度、资金财务、人力资源、科技信息、企业文化五个方面提
出了北京银行青岛分行个人信贷业务战略优化绩效保障措施。
研究发现，北京银行青岛分行在开展个人信贷业务中具有资源支持、决策路径和战略配置方面
的优势，同时也存在成本高导致业务开展困难，技术支撑不足和营销宣传薄弱的劣势。面对利好政
策，居民消费需求升级和互联网技术的发展几大机遇，也面临银行同业竞争严重，互联网金融的冲
击，利率市场化愈加明显，替代品的发展的巨大挑战。另外北京银行青岛分行在开展个人信贷业务
过程中同样也存在着许多的问题，例如个人信贷产品存在发展慢、利率制定方面存在短板、潜在客
户挖掘程度低，个人贷款业务发展缓慢等问题。最后经由分析提出对策，本文结合 7P营销理论，分
别从产品、价格、渠道、促销人员、过程、有形展示七个方面制定营销策略，突出产品差异化并加强
产品创新，降低贷款手续费，实行有区别的利率策略，促进渠道的多元化和高质量化，增加促销途
径的多样性并提高促销人员的能力。
通过对北京银行青岛分行个人信贷业务营销理念和营销方式的深入探索，一方面，在我国银行
业正在经历业务转型发展的北京银行青岛分行，在扩大业务和提高业务质量方面有一定现实意义。
另一方面，也可为其他银行今后进行市场策略研究提供有益的参考。
关键词：银行；个人信贷；营销策略
I
Abstract
In recent years, withthe intensification of interest rate marketization, thecompetition between
commercial banks is becoming increasingly fierce. The regulatory authorities often impose huge fines, and
the supervision is becoming more and more strict. Bank credit business returns to its original source that is
innovating products and mechanisms, accelerating retail innovation and transformation, and improving our
market competitiveness.Among them, the personal credit business has attracted the attention of various banks,
and the competition is becoming increasingly fierce. Every bank is constantly innovating, and personal credit
has always been the key to the success of retail innovation of every bank.
This thesis first introduces Bank of Beijing Qingdao Branch based on the analysis of marketing
environment and marketing strategy theory, and analyzes its internal and external marketing environment of
personal credit business. The problems in the marketing strategy of personal credit business of Qingdao
Branch were discovered through interviews. A further SWOT analysis model of personal credit business of
Bank of Beijing Qingdao Branch is constructed, and the internal factor matrix and external factor matrix are
adopted to select its corresponding marketing strategy of personal credit business. Finally, this thesis
expounds the optimization plan of personal credit business marketing strategy of Bank of Beijing Qingdao
Branch from seven aspects: product strategy, price strategy, channel strategy, marketing strategy, personnel
strategy, process strategy and tangible display strategy, and puts forward the corresponding optimization
guarantee measures from five aspects: incentive system, capital finance, human resources, scientific and
technological information and corporate culture.
This study found that Bank of Beijing Qingdao Branch has the advantages in resource support, decision-
making path and strategic allocation in the development of personal credit business, but its disadvantages of
high cost leading to difficulties in business development, insufficient technical support and weak marketing
promotion. In the face of favorable policies, the upgrading of consumer demand and the development of
Internet technology, the Qingdao Branch encounters serious interbank competition, the impact of Internet
finance, the increasingly obvious marketization of interest rates, and the huge challenges of the development
of substitutes. In addition, Bank of Beijing Qingdao Branch also has many problems in the process of carrying
out personal credit business, such as slow development of personal credit products, weakness in interest rate
formulation, low degree of potential customer discovery, slow development of personal loan business, etc.
After analyzing and proposing countermeasures, this thesis combines the 7P marketing theory to formulate
marketing strategies from seven aspects such as, product, price, channel, promoters, process and tangible
display, highlighting product differentiation and strengthening product innovation, reducing loan fees,
II