中国银行吉林省分行长春城区支行个人贷款营销策略研究 当前我国经济正处于转型的时期，GDP由高速增长逐步转变为中高速增长，习近平 总书记提出要在第十三个五年计划全面建成小康社会。拉动我国经济增长有“三驾马 车”，分别为投资，基础设施建设和消费。当前由于美国及欧洲各国的加息，靠投资提 振经济十分有限，我国目前基础设施建设也处于比较完善的阶段，无法像过去那样依 靠其拉动经济增长。因此，刺激消费增长是我国扩大内需促进经济发展的重要举措， 也是金融行业拓展业务的重点和着力点，刺激消费需求对当前经济发展有极其重要的 意义。对于银行来说，将个人贷款业务做大做强，能够从宏观上提高市场的整体消费 水平，对保障GDP增长具有重要的作用。 银行个人贷款的三大业务有：个人住房贷款、个人消费贷款、个人经营贷款。当 前的经济环境下我国银行的个人贷款业务将面临新的机遇。国内各大行都在加紧对原 有业务进行战略调整，将资本消耗比较低的个人贷款业务做为新的利润增长点。随着 世界其他国家的央行加息已成大概率事件，我国为了保证国内市场的稳定也会有一些 相应的对策，这些复杂的情况的发生将使得商业银行与许多其他行业共同承受着来自 国内外市尝政策导向及经济形势的冲击。但随着居民消费水平的不断提高，个人贷 款资金需求仍然非常旺盛，个人贷款业务将逐渐成为银行业抢夺市场份额的重要业务 之一，激烈的市场竞争促使商业银行不断研究个人贷款的营销策略，提振市场整体消 费同时提高银行的利润率。 本文以中国银行吉林省分行长春城区支行作为研究对象，通过对其个人贷款业务 现状、目前的个人贷款营销策略及存在问题进行详细阐述分析，并结合中国银行吉林 省分行长春城区支行所处的内、外部环境和竞争对手的情况，论述了个人贷款业务的 发展方向。最后结合营销理论、资产风险理论等，从产品、价格、渠道、促销等方面 提出传统营销策略，又从用户需求、动态沟通、价值传递、用户决策方面给出互联网 金融营销策略，最后在实施保障上提出针对性的操作策略，确保其个人贷款业务继续 保持平稳向上发展的趋势，并为其不断发展壮大提供支持。 关键词： 个人贷款，PEST分析，4P策略，4D策略，风险控制 III Abstract Research of Bank of China Jilin Branch Changchun Sub-branch Personal Loan Marketing Strategy At present, China's economy is in a transitional period, and GDP is gradually changing from high-speed growth to medium-high-speed growth. General Secretary Xi Jinping proposed to build a well-off society in an all-round way in the 13th Five-Year Plan. To drive China's economic growth, there are "three carriages", namely investment, infrastructure construction and consumption. At present, because of the interest rate increase in the United States and European countries, it is very limited to rely on investment to boost the economy. At present, China's infrastructure construction is also in a relatively perfect stage, unable to rely on it to stimulate economic growth as in the past. Therefore, stimulating consumption growth is an important measure to expand domestic demand and promote economic development in China. It is also the focus and focus of financial industry to expand business. Stimulating consumption demand is of great significance to current economic development. For banks, making the personal loan business bigger and stronger can improve the overall consumption level of the market from a macro perspective, which plays an important role in guaranteeing GDP growth. The three major business of bank personal loan are: personal housing loan, personal consumption loan and personal operating loan. The current economic environment indicates that our bank's personal loan business will face new opportunities. Major domestic banks are stepping up strategic adjustments to the original business, low capital consumption of personal loans business as a new profit growth point. With the increase of interest rates by central banks in other countries in the world becoming a probable event, China will also have some corresponding countermeasures to ensure the stability of the domestic market. The occurrence of these complex situations will make commercial banks and many other industries bear the impact of domestic and foreign markets, policy orientation and economic situation together. However, with the continuous improvement of the consumption level of residents, this indicates that the demand for personal loan funds is still very strong, personal loan business will gradually become one of the important business for the banking industry to seize market share. The fierce market competition urges commercial banks to continue to study the marketing strategy of personal loan, and boost the overall consumption of the market at the same time. Improve the profitability of individual banks. IV In this paper, the Bank of China Jilin Branch Changchun City Branch as the research object, through its personal loan business status, the current personal loan marketing strategy and existing problems are elaborated and analyzed in detail, combined with the Bank of China Jilin Branch Changchun City Branch of the internal and external environment and competitors. The development of personal loan business is discussed. Finally, combined with the marketing theory and asset risk theory, the paper puts forward the traditional marketing strategy from the aspects of product, price, channel and promotion, and gives the Internet financial marketing strategy from the aspects of user demand, dynamic communication, value transmission and user decision-making. Finally, it puts forward the targeted operational strategy in the implementation of security to ensure the individual. The loan business continues to maintain a balanced upward trend in order to provide support for its continuous growth and expansion. Keywords: Personal loans, PEST analysis, 4P strategy, 4D strategy, Risk control V 目 录 第1章 绪论 ...................................................................................................... 1? 1.1 选题背景和研究意义 .............................................................................. 1? 1.1.1 选题背景 ............................................................................................ 1? 1.1.2 研究意义 ............................................................................................ 2? 1.2 研究内容和研究方法 .............................................................................. 2? 1.2.1 研究内容 ............................................................................................ 2? 1.2.2 研究方法 ............................................................................................ 3? 第2章 相关理论基础及文献综述 .................................................................. 4? 2.1 相关概念 .................................................................................................. 4? 2.1.1 个人贷款定义和种类 ........................................................................ 4? 2.1.2 个人贷款利率和还款 ........................................................................ 5? 2.2 相关理论 .................................................................................................. 6? 2.2.1 传统营销理论 .................................................................................... 6? 2.2.2 互联网营销理论 ................................................................................ 6? 2.2.3 金融营销理论 .................................................................................... 7? 2.3 文献综述 .................................................................................................. 7? 2.3.1 国外研究现状 .................................................................................... 7? 2.3.2 国内研究现状 .................................................................................... 8? 第3章 中国银行吉林省分行长春城区支行个人贷款业务营销环境 分析 .................................................................................................... 10? 3.1 宏观环境分析（PEST分析） ............................................................. 10? 3.1.1 政治环境分析 .................................................................................. 10? 3.1.2 经济环境分析 .................................................................................. 10? VI 3.1.3 社会环境分析 ...............