本文關(guān)鍵詞： 個(gè)人貸款 營銷策略 中信銀行長春分行 商業(yè)銀行　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：我國的國民經(jīng)濟(jì)正在處于高速的發(fā)展階段,居民的工資收入水平也正在逐漸的增長,可供自己支配的收入也在穩(wěn)定的上升。所以他們對(duì)一些金融類的產(chǎn)品的需求量,不僅僅局限在銀行儲(chǔ)蓄、結(jié)算以及匯兌業(yè)務(wù)等方面,反而對(duì)如理財(cái)投資、超前消費(fèi)等一些新興的金融工具以及產(chǎn)品擁有著很大的興趣。這種國民的消費(fèi)行為以及他們的消費(fèi)觀念,使很多商業(yè)銀行在個(gè)人貸款業(yè)務(wù)方面有了新的機(jī)遇和發(fā)展。與此同時(shí),我國在十二五規(guī)劃中明確指出“我國應(yīng)該要把擴(kuò)大內(nèi)需戰(zhàn)略、使國民的消費(fèi)擴(kuò)大化的長效機(jī)制作為重要的發(fā)展方向。使國民的潛意識(shí)消費(fèi)能夠有效的轉(zhuǎn)變成為現(xiàn)實(shí)的消費(fèi)體系。”因此把握住我國居民消費(fèi)結(jié)構(gòu)升級(jí)的機(jī)遇,有效的發(fā)展個(gè)人貸款業(yè)務(wù),不僅可以理性的支持合我國居民的消費(fèi)觀念,也符合我國對(duì)拉動(dòng)內(nèi)需的發(fā)展要求。中信銀行長春分行成立于2009年9月25日,也是中信銀行總行在東北三省完成的最后戰(zhàn)略布局。隨著近幾年長春分行各項(xiàng)業(yè)務(wù)的發(fā)展以及業(yè)務(wù)結(jié)構(gòu)調(diào)整,其個(gè)人貸款業(yè)務(wù)發(fā)展也從無到有、從慢到到快并形成了別具一格營銷模式。在眾多的商業(yè)銀行中,中信銀行長春分行的個(gè)人貸款業(yè)務(wù)已經(jīng)形成了一定的規(guī)模。本文,在介紹中信銀行長春分行具有代表性的個(gè)人貸款產(chǎn)品中,慢慢的了解了當(dāng)前中信銀行長春分行對(duì)于個(gè)人貸款營銷的現(xiàn)狀,并對(duì)當(dāng)前的形式,發(fā)現(xiàn)了營銷現(xiàn)狀的中存在的問題和阻礙中信銀行長春分行在個(gè)人貸款營銷戰(zhàn)略的因素。結(jié)合當(dāng)前經(jīng)濟(jì)的發(fā)展的現(xiàn)狀,提出了針對(duì)性的建議。
[Abstract]:Our country's national economy is in the high speed development stage, the resident's wage income level is also gradually increasing. Income at their disposal is also steadily rising, so their demand for some financial products is not limited to bank savings, settlement and exchange operations, but rather to financial investment. There is a lot of interest in a number of emerging financial instruments and products, such as consumption ahead of time. Many commercial banks have new opportunities and development in personal loan business. At the same time, China clearly pointed out in the 12th Five-Year Plan that "our country should expand domestic demand strategy." As an important direction of development, the long-term mechanism for the expansion of national consumption can effectively transform the national subconscious consumption into a realistic consumption system. "therefore, we should grasp the opportunity of upgrading the consumption structure of our country's residents. The effective development of personal loan business can not only rationally support the consumption concept of Chinese residents, but also meet the development requirements of China to stimulate domestic demand. Changchun Branch of CITIC Bank was established in September 25th 2009. It is also the final strategic layout of CITIC Bank in the three Northeast provinces. With the development of Changchun Branch in recent years and the adjustment of business structure, its personal loan business has also developed from scratch. From slow to fast and formed a unique marketing model. In a large number of commercial banks, Citic Bank Changchun Branch of personal loan business has formed a certain scale. In the introduction of CITIC Bank Changchun Branch representative personal loan products, slowly understand the current Citic Bank Changchun Branch for personal loan marketing status, and the current form. This paper finds out the problems existing in the current marketing situation and the factors hindering the marketing strategy of Changchun Branch of CITIC Bank in personal loan. Combined with the current economic development situation, the paper puts forward some targeted suggestions.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.479;F274

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