本文關(guān)鍵詞： 個人貸款 SWOT分析 4P策略 發(fā)展策略　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：廣東A銀行作為國有四大銀行之一，經(jīng)過十多年的發(fā)展，該銀行個人貸款業(yè)務(wù)在廣東銀行業(yè)中占有一定的市場份額。但是商業(yè)銀行尤其是國有商業(yè)銀行長期以來重公司輕零售的經(jīng)營模式，使得廣東A銀行個人貸款業(yè)務(wù)的發(fā)展存在著一定的障礙。隨著國家存貸比管控，貸款額度逐步緊縮，傳統(tǒng)的經(jīng)營模式必將需要得到調(diào)整。另外，當(dāng)前金融市場，互聯(lián)網(wǎng)金融正在迅猛發(fā)展，各地經(jīng)濟情況和房地產(chǎn)市場也發(fā)生了很大的變化，這些情況也必定將對個人貸款業(yè)務(wù)的發(fā)展帶來新的挑戰(zhàn)。因此，在新形勢下廣東A銀行需要審時度勢，制定與之相適應(yīng)的個人貸款業(yè)務(wù)發(fā)展策略和措施。 本論文的研究內(nèi)容主要分為四個部分。首先，通過文獻研究法，了解目前國內(nèi)外關(guān)于商業(yè)銀行個人貸款業(yè)務(wù)發(fā)展的研究概況；其次，介紹了廣東A銀行整體業(yè)務(wù)情況，并利用該銀行個人貸款業(yè)務(wù)近幾年的貸款金額和不良率等基本業(yè)務(wù)數(shù)據(jù)，運用Excel統(tǒng)計分析軟件對該銀行個人貸款業(yè)務(wù)發(fā)展趨勢及當(dāng)前狀況進行了實證分析。針對實證分析結(jié)果，文章運用因果分析法分析了目前廣東A銀行個人貸款業(yè)務(wù)現(xiàn)狀的問題和成因。然后，運用PEST宏觀環(huán)境分析法結(jié)合波特五力行業(yè)分析法和SWOT分析法，分析了廣東A銀行個人貸款業(yè)務(wù)發(fā)展所處的宏觀環(huán)境，所具有的優(yōu)勢和劣勢以及所面對的機遇和外部威脅。最后，在前面分析的基礎(chǔ)上，將4p營銷組合和風(fēng)險控制、技術(shù)支持兩項指標結(jié)合起來，對廣東A銀行個人貸款業(yè)務(wù)提出具體的業(yè)務(wù)發(fā)展策略。 本論文的創(chuàng)新點主要包括以下幾點：首先，本文以“銀行業(yè)務(wù)的4P策略”為新的視角，對銀行個人貸款業(yè)務(wù)發(fā)展要素進行劃分，以新的視角解讀了銀行業(yè)務(wù)發(fā)展的內(nèi)涵，即銀行個人貸款業(yè)務(wù)，本質(zhì)上作為一種服務(wù)，可以像普通商品一樣，從產(chǎn)品營銷的4P角度制定策略措施。其次，根據(jù)銀行業(yè)務(wù)的風(fēng)險特點，在4P策略的基礎(chǔ)上增加了風(fēng)險控制和技術(shù)支持兩個角度，分別制定策略，確保了銀行業(yè)務(wù)的風(fēng)險控制得到落實。最后，在產(chǎn)品策略中，提出了個人綜合授信方案的產(chǎn)品策略，這為銀行個人貸款業(yè)務(wù)指出了一個業(yè)務(wù)發(fā)展新方向，即可從個人客戶簡單的單次貸款，發(fā)展為個人客戶綜合授信，提高客戶的二次貸款率，實現(xiàn)客戶的重復(fù)貸款行為�；�4P營銷組合和風(fēng)險控制、技術(shù)支持兩項指標分析，提出本文的結(jié)論，即廣東A銀行的整體策略宗旨為：在國家宏觀調(diào)控下，按照個人客戶成長和客戶個人企業(yè)發(fā)展需要，為客戶提供綜合信貸方案，使廣東A銀行個人貸款業(yè)務(wù)成為個人客戶綜合授信的首選業(yè)務(wù)。并建議廣東A銀行可充分利用現(xiàn)有業(yè)務(wù)和客戶優(yōu)勢，，把握宏觀政策和微觀內(nèi)部發(fā)展機會，利用杠桿效應(yīng)，通過產(chǎn)品、價格、渠道、促銷、風(fēng)險控制、技術(shù)支持六個方面，分別采取相應(yīng)的業(yè)務(wù)發(fā)展措施，以提升該銀行個人貸款業(yè)務(wù)的發(fā)展。本文是筆者在從事多年的國有商業(yè)銀行個人貸款業(yè)務(wù)的工作理論與經(jīng)驗的總結(jié)，期盼能夠為國內(nèi)商業(yè)銀行個人貸款業(yè)務(wù)的發(fā)展提供一定的參考價值。
[Abstract]:Guangdong A bank as one of the four major state-owned banks, after more than 10 years of development, the bank personal loan business has a certain market share in the banking industry in Guangdong. But the commercial banks especially state-owned commercial banks have long heavy light retail business model, the development of the personal loan business of Guangdong A bank exist some obstacles with national deposit ratio control, the loan amount will gradually tightening, the traditional mode of operation needs to be adjusted. In addition, the current financial market, Internet banking is the rapid development of the local economic conditions and the real estate market has undergone great changes, the situation must be the development of the personal loan business has brought new challenges. Therefore, in the new situation of Guangdong A bank need to consider the situation, develop and adapt to the personal loan business development strategies and measures.
The main content of this thesis is divided into four parts. First, through literature research, understand the current development at home and abroad on the personal loan business of commercial banks research; secondly, introduces the A Bank of Guangdong overall business situation, basic business and personal loans by the bank in recent years, the amount of loans and non-performing rate etc. the use of data to make an empirical analysis of the bank personal loan business development trend and current situation of Excel statistical analysis software. According to the results of empirical analysis, this paper uses causal analysis to analyze the problems and causes of the personal loan business of A Bank of Guangdong at present. Then, using the PEST macro environment analysis method combined with the Potter five forces industry analysis and SWOT the analysis method, analysis the macro environment of Guangdong A bank personal loan business development, has strengths and weaknesses and external opportunities and face Finally, on the basis of the above analysis, we combine the two indicators of 4P marketing mix, risk control and technical support to put forward specific business development strategies for Guangdong A bank's personal loan business.
The main innovation points of this paper include the following points: first, based on the "banking 4P strategy" for the new perspective, to classify the bank personal loan business development elements, with a new perspective to interpret the connotation of the development of banking business, the bank personal loan business, the quality as a service, can as ordinary commodities, formulate strategies and measures from the angle of 4P product marketing. Secondly, according to the risk characteristics of the banking business, on the basis of 4P strategy to increase the risk control and technical support in two aspects, respectively, to formulate a strategy to ensure that the risk of bank control is implemented. Finally, in product strategy, put forward a comprehensive personal credit program product strategy, it points out a new direction for the development of business bank personal loans, personal loans from a single customer can be simple, for the development of credit to individual customers, improve The two loan rate of customer behavior, repeat loan customers realize the 4P marketing and risk control. Based on the analysis of the two indicators of technical support, put forward the conclusion of this paper, namely the purpose of overall strategy of Guangdong A bank is under the national macro-control, according to individual customer personal business growth and customer needs, provide comprehensive credit for the customer, the personal loan business of A Bank of Guangdong to become the first choice for business credit individual clients. And suggested that the Guangdong A bank can make full use of the existing business and customer advantage, grasp the macro policy and micro internal development opportunities, the use of leverage, through product, price, channel, promotion, risk control, the six aspects of technical support and take the corresponding measures to the development of business development, enhance the personal loan business of the bank. This article is in the personal loan business for many years engaged in the state-owned commercial banks The summary of the work theory and experience is expected to provide a certain reference value for the development of the personal loan business of the domestic commercial banks.

【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2

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