本文在研究过程中首先对大数据、个人信用贷款、精准化营销相
关理论如 4C 营销理论、让客价值、一对一直接沟通理论、客户细分、
交叉销售、客户流失管理等进行了概述，为文章的研究提供了理论基
础。接着对 X 银行目前个人信用贷款目标客户精准化营销现状进行分
析，得出目前 X 银行在进行精准化营销时存在着营销能力不足、市场
定位不清晰、客户细分不够细致、品牌建设能力不强、营销渠道作用
发挥不全面、产品创新能力不足等问题，并针对这些现状分别提出了
相应的改进意见，以提高 X 银行在大数据时代下个人信用贷款目标客
户精准化营销能力，提高信用贷款产品销量，为银行创造更多收益
本文的研究改善了 X 银行目前个人信用贷款目标客户精准化营
销现状，提高银行精准化营销能力，促进了个人信用贷款产品的销量，
同时本文的研究也为其他商业银行个人信用贷款目标客户精准化营
销提供一定的参考经验
关键词：个人信用贷款 大数据 精准营销 客户细分II
Abstract
With the continuous development of China&39;s economy, our people&39;s consumption
concept is constantly changing. Especially with China&39;s housing reform, China&39;s
people began to produce housing loan demand, thus promoting the development of
China&39;s consumer loan business. Personal credit is an important content of China&39;s
consumer credit business, is a personal or family life and consumption for the purpose
of a credit to the loan applicant issued, the loans to small loans, the repayment period
shall not exceed 36 months. In personal credit, the personal credit demand is higher,
according to the bank loan applicant is required to submit all the related information,
the bank will carry out the examination and approval for the submission of
information and personal credit, personal confirmation will be after have the ability to
repay loans through.
With the development of Internet banking, big data era, China&39;s financial industry
competition intensifies, more and more banks began to carry out precision marketing
using big data, determined by the precision of target customers, for different target
customers to adopt different marketing strategies, to provide different products, fully
meet the target customer needs. So this paper studies the precision marketing of X
bank personal credit loan. Currently for banks and other financial institutions, to carry
out precision marketing is not only an effective way to improve their comprehensive
strength, but also the trend of development of the times.
First in the research process of big data, personal credit loans, precision marketing
theories such as 4C marketing theory, customer delivered value, a direct
communication theory, customer segmentation, cross selling, customer churn
management are summarized, providing a theoretical foundation for the study of.
Then the analysis of the X bank&39;s current personal credit loan target precision
marketing situation, obtain the X bank in precision marketing is the marketing ability,
market positioning is not clear, not detailed customer segmentation and brand
construction ability, marketing channels play a role in product innovation is not
comprehensive, lack of capacity, and some suggestions are put forward according to
the present situation, to improve the individual in the era of big data credit target X
bank customer precision marketing capabilities, improve sales credit products, to
create more revenue for banks. The purpose of this paper is to improve the X bank
personal credit loan target precision marketing situation, to improve the precision of
bank marketing ability, promote personal credit products sales promotion and research,
this paper also for personal credit loans to other commercial banks target customers
accurately provide certain reference experience marketing.
Keywords:Personal credit loan;Big data;Precision marketing;Customer segmentationIII
目 录
1 绪论 ..1
1.1 研究背景及意义 ..........1
1.2 研究现状 ....1
1.3 研究内容及框架 ..........3
2 相关理论概述 ......7
2.1 个人信用贷款概述 ........7
2.2 精准化营销理论概述 ......8
2.2.1 一对一直接沟通理论.8
2.2.2 客户细分...........8
2.2.3 客户流失管理.......8
2.2.4 交叉销售...........9
2.2.5 4C 营销理论 .......10
2.2.6 让客价值..........11
2.3 大数据概述..11
3 X 银行个人信用贷款业务概述 ....13
3.1 X 银行概述..13
3.2 X 银行个人信用贷款业务概述..........14
3.2.1 X 银行个人信用贷款业务概述 ....14
3.2.2 X 银行个人信用贷款业务流程分析 14
3.3 X 银行个人信用贷款业务经营现状分析..15
3.4 个人信用贷款业务市场环境分析 .......16
3.4.1 政治环境..........16
3.4.2 经济环境..........16
3.4.3 社会环境..........17
3.4.4 技术环境..........17
4 X 银行个人信用贷款目标客户精准化营销现状 ..19
4.1 营销能力不足 ...........19
4.2 市场定位不清晰 .........20
4.3 客户细分不够细致 .......21
4.4 品牌建设能力不强 .......21
4.5 营销渠道作用未能充分发挥 ...........22IV
4.6 产品创新能力不足 .......23
5 X 银行个人信用贷款目标客户精准化营销策略 ..25
5.1 构建精准化营销模型......25
5.2 明确目标市场 ...........28
5.3 利用大数据优势细化客户分层 .........29
5.4 树立品牌形象 ...........30
5.5 实施营销组合策略 .......31
5.5.1 加强产品创新......31
5.5.2 制定合理价格......32
5.5.3 扩宽营销渠道......33
5.5.4 加强宣传推广......33
6 结论 .35
参考文献 ...........37
致 谢 ..39V
图、表目录
图 1.1 技术路线图...........5
图 3.1 X 银行个人信用贷款流程图 ........15
图 5.1 用户提款用途分类....27
表 3.1 2014-2016 X 银行杭州分行个人贷款业务及个人信用贷款业务总额
表 .........15
表 5.1 经过处理后的数据集字段信息......26
表 5.2 单位性质与家庭收入（月）关系表..27
表 5.3 年龄与用信率........28
表 5.4 职业与用信率........28;1 绪论
1.1 研究背景及意义
随着国民生活水平的不断提高，国民消费意识也在改变，使得我国个人信用
贷款业务发展速度极快，且开始朝着多元化方向发展。据相关资料统计，
2005-2010 年间，我国个人消费贷款总额呈现出年均增长速度为 29%的态势，2015
年我国个人贷款总额达到 20 万亿元。这些都充分说明我国个人消费贷款市场发
展潜力巨大，是未来贷款业务市场发展中的一个重要内容。特别是对商业银行来
讲，个人信用贷款业务是商业银行的主要收益来源，一直以来商业银行十分重视
个人信用贷款业务的营销。随着互联网技术等的发展，当今时代中最显著的特别
则是大数据优势。大数据时代具有的特征则是海量、高速、多样和价值，因此在
大数据时代下银行营销方式也发生了转变，特别是对个人信用贷款目标客户的营
销开始实施精准化营销策略。但银行在进行精准化营销时由于没有充分利用大数
据时代的优势，没有对客户进行细分，也没有更精准化营销相匹配的营销能力，
再加上受产品创新、品牌建设、营销渠道等的影响，目前我国银行精准化营销成
果并不理想，影响了银行个人信用贷款业务的收益。因此为了改善银行个人信用
贷款营销状况，提高目标客户的成交率，从而提高银行个人信用贷款业务收益，
本文选择这一课题进行了研究
本课题在研究过程中对当前银行个人信用贷款业务、目标客户精准化营销现
状等进行了分析，并针对当前现状提出了相应的改善建议，促进了银行个人信用
贷款目标客户营销能力，提高了个人信用贷款业务收益，对银行来讲本课题的研
究具有较高的现实意义。另外本文在改善建议中提出对银行个人信用贷款产品进
行创新，完善和丰富了我国个人信用贷款产品体系。另外构建的精准化营销模式
也丰富了我国营销理论，因此本文的研究还具有较高的理论价值
1.2 研究现状
利用大数据对商业银行相关产品进行精准化营销目前还处于初级研究阶段，
且一般多以理论分析为主，目前暂时还没看到有商业银行已经开始实施大数据精
准营销，特别是在个人信用贷款业务方面。但对于精准化营销的研究，国内外相
关的理论研究
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