据不完全统计，目前在中国银行保险监督管理委员会注册备案的银行类金融机构的 数量己有四千五百多家。在这些金融机构中，四大国有商业银行、中小型股份制商业银 行、城市商业银行、农村信用社、外资银行及邮政储蓄银行等金融机构在白热化的竞争 中群雄逐鹿。我国各类金融机构在不断探索中砥砺前行，各家银行的体量和业绩屡创新 高。随着经济形势的变化，商业银行在经历了高速增长后已经进入了平稳增长的新常态， 商业银行面临着除经营以外的更多的压力。保留优质的客户、不断开拓市场、持续发展 个人贷款业务，对于商业银行来说变得尤为重要。农业银行X支行个贷业务的发展在近 年来遇到了一定瓶颈，出现了增速放缓、放贷风险逐步上升、贷款结构不合理、不良资 产难以处置等一系列问题。因此，如何通过调整农业银行X支行个贷业务的营销策略， 从而达到增强品牌竞争力、调整贷款结构、有效降低风险的目的便显得尤为重要。 农业银行X支行个贷业务主要有个人住房贷款、个人消费贷款、个人经营贷款这三 个部分组成。本文以农业银行X支行个人贷款业务为研究对象，深入调研该行个人贷款 业务发展现状，分析营销环境、竞争对手、客户构成；发现农业银行X支行个人贷款业 务在运营和发展中存在的主要问题；查找主要原因并运用PEST法分析其经营环境，运用 STP理论为其提出营销策略优化及保障建议。主要建议有：整合客户资源，深挖客户潜力； 优化产品组合，提高竞争力；提高客户经理素质，保证服务质量。 关键词：国有商业银行；个贷业务；营销策略 3 Abstract AccordingtoChinaBankingandInsuranceRegulatoryCommission,therearemorethan 4,500bankingandfinancialinstitutionsinChina.Amongthesefinancialinstitutionsarethefour majorstate-ownedbanks,medium-andsmall-sizedjoint-stockbanks,urbancommercialbanks, ruralcreditcooperatives,foreignbanksandpostsavingsbanksthatareengagedinintense competitions.Presently,avarietyofcommercialbanksinChinahavemadeconsiderable achievementsinoperationsanddevelopment,andrapidlyexpandedtheirsizesand competitiveness.Withchangesintheeconomicsituation,commercialbankshaveenteredthe “NewNormal”aftertheirfastgrowth.Theyarenowfacedwithpressurefrommorefactors besidesoperations.Inparticular,retentionofhigh-qualitycustomers,continuousmarket expansionandsustainabledevelopmentofpersonalloanbusinessarecrucialtocommercial banks.Regardingthedevelopmentofitspersonalloanbusiness,AgriculturalBankofChina （ABC）XBranchencounterssomebottlenecksinrecentyears.Asaresult,anumberof problemsarise,includingslowgrowth,increasingloanrisks,theunreasonableloanstructureand thetroublesomedisposalofnon-performingassets.Therefore,it’sveryimportantforABCX Branchtofigureouthowtoadjustitsmarketingstrategyforthepersonalloanbusiness,inorder toenhanceitsbrandcompetitiveness,optimizeitsloanstructureandreduceitsrisks. ThepersonalloanbusinessABCXBranchmainlyconsistsofthreeparts:personalhouse loan,personalconsumptionloanandpersonalbusinessloan.Inthispaper,thepersonalloan businessofABCXBranchwasstudied.Anin-depthinvestigationintothestatusquoofits personalloanbusinesswasconducted.Tobespecific,itsmarketingenvironment,competitors andcustomercompositionwereanalyzed.Mainproblemsintheoperationanddevelopmentof itspersonalloanbusinesswerediscovered,andreasonsfortheseproblemswerepointedout.In addition,PESTanalysiswasusedtoanalyzeitsoperatingenvironment;andinaccordancewith theSTPprocess,relevantsuggestionsonmarketingstrategyoptimizationandguaranteewere putforward.Mainsuggestionsareasfollows:integratecustomerresourcestoexploitcustomer potential;optimizeitsproductmixtoimproveitscompetitiveness;andimprovequalitiesofits accountmanagerstoensureservicequality. Keywords:State-OwnedCommercialBanks;Personalloanbusiness; Themarketingstrategy 4 目录 第1章绪论..........................................................................................................................7 1.1研究背景与意义......................................................................................................7 1.1.1研究背景.......................................................................................................7 1.1.2研究意义.......................................................................................................7 1.2文献综述..................................................................................................................8 1.3研究的主要内容....................................................................................................13 1.4研究方法................................................................................................................13 1.5研究创新点............................................................................................................14 第2章理论基础................................................................................................................15 2.1个人贷款的定义和分类........................................................................................15 2.1.1个人贷款的定义.........................................................................................15 2.1.2个人贷款的种类.........................................................................................15 2.1.3个人贷款的还款方式.................................................................................16 2.1.4个人贷款的利率定价.................................................................................17 2.2相关理论基础........................................................................................................19 2.2.1PEST分析法.................................................................................................19 2.2.2STP理论.......................................................................................................19 2.2.34P理论........................................................................................................19 第3章农业银行X支行个人贷款业务现状....................................................................20 3.1农业银行X支行背景...........................................................................................20 3.2农业银行X支行个人贷款业务...........................................................................20 3.2.1农业银行X支行组织架构和员工构成.....................................................20 3.2.2个人住房贷款业务现状.............................................................................22 3.2.3个人汽车分期贷款业务现状.....................................................................23 3.2.4个人经营贷款业务现状.............................................................................23 3.2.5个人消费贷款业务现状.............................................................................24 3.2.6不良贷款现状.............................................................................................24 5 3.2.7农业银行X支行不良贷款处置现状.........................................................26 3.3农业银行X支行个人贷款业务营销环境分析....................................................27 3.3.1政治环境....................................................................................................27 3.3.2经济环境....................................................................................................27 3.3.3社会环境....................................................................................................28 3.3.4技术环境....................................................................................................28 3.4农业银行X支行个人贷款业务竞争对手分析....................................................29 3.4.1同行竞争者.................................................................................................29 3.4.2替代品竞争.................................................................................................29 第4章农业银行X支行个人贷款营销策略存在的问题及原因....................................31 4.1调查问卷................................................................................................................31 4.2问卷的设计、实施及控制...................................................................................33 4.2.1调研步骤....................................................................................................33 4.2.2问卷内容......................................