文档介绍：本科生毕业论文(设计)
论我国商业银行贷款营销策略
院系名称
金融学院
姓名
学号
专业
指导教师
摘要
商业银行贷款营销是指商业银行以市场为导向,以客户为中心,以满足客户不同的贷款需求为目的,根据商业银行经营的“三大原则”即安全性、流动性、收益性,通过市场调查与细分、产品开发与设计、价格策略制定、营销渠道拓展及综合促销运用等方式,把贷款销售给客户,实现银行赢利的全部活动。我国的贷款营销体系处在不完善的初级层次:营销缺乏整体规划,思路不够完善;营销人才技术不足,营销效率较低;社会信用环境制约,影响营销拓展;考核激励机制不完善,综合营销积极性有待提高。因此,针对这些种种问题,应树立贷款营销理念,提高营销效果;合理规划整体贷款营销,完善销售思路;实施人本策略,培养一支高素质的贷款营销队伍;完善考核激励制度,建立利益补偿机制。
关键词:贷款营销;问题分析;建议措施
Abstract
Loan Marketing of mercial bank is market-oriented,customer-focused,which purpose is meet the demand for loans of different customers. According to the three principles mercial banks,which are safety, liquidity, profitability. Through the way of market research and segmentation, product development and design, pricing strategy development, marketing channel development and use of integrated marketing,loan marketing is the process of loan sold to customers,then get the profit. China's loans marketing is still in the preliminary is lack of overall planning; It’s also lack of marketing talent and technology, and less efficient; social credit environment constraints, impact of marketing and sales development; assessment and incentive mechanisms are inadequate, integrated marketing initiative to be improved. Therefore, for these problems,we should establish loan marketing ideas to improve marketing effectiveness; reasonable marketing plan as a whole loans, improve their marketing ideas; the implementation of the strategy were to develop a high-quality loans marketing team; improve the assessment and incentive system, pensation benefits mechanism.
Keywords: Loan Sales; Problem Analysis; Proposed Measures
引言
选题的背景和意义
随着我国金融市场化进程的加快,以及加入了世界贸易组织,我国经济走进了全球经济开放一体化的浪潮中。面对开放的金融领域,在我国国内涌现了不同规模,不同性质的银行主体,中国商业银行面临了强大的外来挑战。鉴于商业银行在我国金融领域中举足轻重的地位,保持其较强的市场竞争力,使其在激烈的竞争中保持蓬勃的生命力,已成为了重中之重。我国商业银行正经历着更新理念、重组业务的战略转轨,金融资本的商品化进程日益明显,树立营销兴行的经营理念己成为当务之急。发展优秀客户群是金融同业竞争新的焦点。在当前银行资产比较单一的情况下,货款结构的优劣决定了银行的经营效益和自身赖以发展的基础。在当前贷款利息收入仍然占银行经营收益绝对比重的环境下,国内商业银行之间以及与外资银行之间对优质信贷客户的竞争日趋激烈。为了争取客户