發(fā)布時(shí)間：2018-04-11 01:14

  本文選題：銀行 + 個(gè)人經(jīng)營(yíng)貸款��； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：個(gè)人短期經(jīng)營(yíng)貸款作為縣域銀行機(jī)構(gòu)重要的利潤(rùn)來(lái)源,對(duì)縣域銀行機(jī)構(gòu)的發(fā)展有重要作用。當(dāng)前,個(gè)人短期經(jīng)營(yíng)貸款市場(chǎng)發(fā)生了較大變化,優(yōu)質(zhì)貸款客戶融資渠道增加,議價(jià)能力進(jìn)一步增強(qiáng),新興的村鎮(zhèn)銀行等金融機(jī)構(gòu)不斷蠶食傳統(tǒng)銀行個(gè)人短期經(jīng)營(yíng)貸款市場(chǎng),新的風(fēng)險(xiǎn)層出不窮,縣域金融機(jī)構(gòu)在經(jīng)濟(jì)新常態(tài)下面臨機(jī)遇,但更多的是挑戰(zhàn)。本文通過(guò)對(duì)某縣域銀行機(jī)構(gòu)在貸款營(yíng)銷(xiāo)和風(fēng)險(xiǎn)管理措施進(jìn)行分析,提出了將風(fēng)險(xiǎn)管理引入到貸款營(yíng)銷(xiāo)全流程,做大業(yè)務(wù)規(guī)模,提高資產(chǎn)質(zhì)量,實(shí)現(xiàn)縣域銀行機(jī)構(gòu)健康可持續(xù)發(fā)展。在課題研究和論文寫(xiě)作過(guò)程中,作者主要通過(guò)研究貸款營(yíng)銷(xiāo)、風(fēng)險(xiǎn)管理相關(guān)理論知識(shí),結(jié)合長(zhǎng)期的個(gè)人貸款營(yíng)銷(xiāo)實(shí)踐經(jīng)驗(yàn),收集A縣域金融機(jī)構(gòu)個(gè)人短期經(jīng)營(yíng)貸款業(yè)務(wù)發(fā)展數(shù)據(jù),分析當(dāng)前業(yè)務(wù)發(fā)展過(guò)程中營(yíng)銷(xiāo)管理工作現(xiàn)狀,并結(jié)合A縣域金融機(jī)構(gòu)實(shí)際營(yíng)銷(xiāo)案例研究,提出貸款營(yíng)銷(xiāo)和貸款風(fēng)險(xiǎn)管理中存在的問(wèn)題。在貸款營(yíng)銷(xiāo)策略上,通過(guò)產(chǎn)品、價(jià)格、渠道、促銷(xiāo)四個(gè)方面,分別結(jié)合案例闡釋貸款營(yíng)銷(xiāo)方法。在貸款風(fēng)險(xiǎn)管理上,分別從貸款業(yè)務(wù)發(fā)生的貸前、貸中、貸后三個(gè)不同的業(yè)務(wù)階段通過(guò)案例分析銀行機(jī)構(gòu)個(gè)人短期經(jīng)營(yíng)貸款風(fēng)險(xiǎn)管理策略,將風(fēng)險(xiǎn)引入貸款營(yíng)銷(xiāo)全流程進(jìn)行管理。通過(guò)一系列貸款營(yíng)銷(xiāo)措施和風(fēng)險(xiǎn)管理措施,A縣域金融機(jī)構(gòu)在市場(chǎng)競(jìng)爭(zhēng)日益激烈的情況下,實(shí)現(xiàn)了貸款增長(zhǎng)幅度大于同類(lèi)型金融機(jī)構(gòu),不良貸款率長(zhǎng)期保持在0.2%左右的低水平,遠(yuǎn)遠(yuǎn)低于銀行業(yè)平均貸款不良率1.74%。同時(shí),機(jī)構(gòu)服務(wù)地方經(jīng)濟(jì)的能力不斷提升,在茶葉產(chǎn)業(yè)、生豬養(yǎng)殖、農(nóng)林產(chǎn)品深加工等產(chǎn)業(yè)方面樹(shù)立了品牌,推動(dòng)了行業(yè)快速穩(wěn)健發(fā)展,客戶滿意度日益提升,為當(dāng)?shù)貏?chuàng)建信用社會(huì)做出了一定的貢獻(xiàn),得到了地方政府和監(jiān)管機(jī)構(gòu)的一致好評(píng)。在當(dāng)前經(jīng)濟(jì)轉(zhuǎn)型的關(guān)鍵時(shí)期,加大個(gè)人短期經(jīng)營(yíng)貸款營(yíng)銷(xiāo)工作力度,培養(yǎng)具備營(yíng)銷(xiāo)理念和風(fēng)險(xiǎn)管理的現(xiàn)代客戶經(jīng)理隊(duì)伍,將現(xiàn)代風(fēng)險(xiǎn)管理理念引入到貸款營(yíng)銷(xiāo)的各個(gè)環(huán)節(jié),有利于縣域地區(qū)金融機(jī)構(gòu)實(shí)現(xiàn)健康可持續(xù)發(fā)展。
[Abstract]:As an important profit source of county banking institutions, personal short-term operating loans play an important role in the development of county banking institutions.At present, great changes have taken place in the personal short-term operating loan market, with the increase in the channels of financing for high-quality loan customers and the further enhancement of bargaining power. Financial institutions, such as new village and town banks, continue to encroach on the traditional bank's personal short-term operating loan market.New risks emerge in endlessly. County financial institutions face opportunities in the new normal economy, but more challenges.Based on the analysis of loan marketing and risk management measures in a county bank institution, this paper proposes to introduce risk management into the whole process of loan marketing, so as to increase the scale of business and improve the quality of assets.To achieve healthy and sustainable development of county banking institutions.In the course of the research and writing of the thesis, the author mainly through the study of loan marketing, risk management related theoretical knowledge, combined with long-term personal loan marketing practical experience,Collect the data of personal short-term operating loan business development of A county financial institution, analyze the current situation of marketing management in the process of business development, and combine with the actual marketing case study of A county financial institution.The problems in loan marketing and loan risk management are put forward.In the loan marketing strategy, through the product, the price, the channel, the promotion four aspects, separately unifies the case to explain the loan marketing method.In the aspect of loan risk management, the risk management strategy of individual short-term operation of bank institution is analyzed through case study from three different business stages: before, during and after loan business.Risk will be introduced into the loan marketing process for management.Through a series of loan marketing measures and risk management measures, county financial institutions have realized that the loan growth rate is larger than that of the same type of financial institutions under the increasingly fierce market competition, and the non-performing loan rate has remained at a low level of about 0.2% for a long time.Far below the banking sector average loan failure rate of 1.74.At the same time, the ability of the organization to serve the local economy has been continuously improved. It has established a brand in the tea industry, pig breeding, agricultural and forestry products deep processing and other industries, promoting the rapid and steady development of the industry, and increasing customer satisfaction.For the establishment of local credit unions made a certain contribution, local governments and regulators have received praise.In the critical period of current economic transformation, we should strengthen the work of personal short-term operation and loan marketing, train the team of modern account managers with marketing concept and risk management, and introduce the modern risk management concept into all aspects of loan marketing.It is conducive to the healthy and sustainable development of regional financial institutions.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.4;F274

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