MBA教育中心知识库

   随着我国金融市场的持续开放与发展，各类金融机构如雨后春笋般涌现，个人信贷业务市场竞争愈发激烈。一方面，大型国有银行凭借雄厚的资金实力、广泛的客户基础和完善的服务网络，在个人信贷领域占据重要份额；另一方面，股份制商业银行与互联网金融平台不断创新金融产品与服务模式，以灵活便捷的信贷产品吸引大量年轻客户群体。泾川农商银行作为地方金融机构，在个人信贷业务方面面临巨大挑战。在此背景下，深入研究泾川农商银行个人信贷业务营销策略的优化路径，对提升其市场竞争力、拓展客户群体、实现可持续发展具有至关重要的现实意义。

  本文运用7P营销理论，即产品、价格、渠道、促销、人员、过程、有形展示，深入探讨泾川农商银行个人信贷业务的市场策略现状。通过宏观与竞争环境分析以及SWOT分析框架，明确其面临的环境，并通过问卷调研与访谈，归纳出营销中存在的问题。具体包括产品设计缺乏特色、定价机制不健全、渠道建设不到位、促销方式陈旧、人员专业素养与服务能力不足、业务流程繁琐且体验不佳、有形展示效果不理想等问题。在此基础上从产品、价格、渠道、促销、人员、过程、有形展示七方面提出了优化策略。并为了确保优化策略的实施，从技术、人员、制度、文化四方面提出了保障措施。

  本研究的意义在于系统地提出针对泾川农商银行个人信贷业务营销策略改进方案。通过分析，本研究不但可以帮助泾川农商银行优化其信用服务和产品，而且可以提高顾客的满意度与市场占有率，同时也能够提升泾川农商银行在激烈的市场竞争环境中的持续竞争力。此项研究的成果也会给其他同类型的地方性商业银行带来借鉴和启示，为整个银行业的服务提升和经营效益的增加提供了理论指导和实践案例。

With the continuous opening and development of China's financial market, various financial institutions have sprung up, and the competition in the personal credit business market has become increasingly fierce. On the one hand, large state-owned banks, with their strong financial strength, extensive customer base and perfect service network, occupy an important share in the field of personal credit. On the other hand, joint-stock commercial banks and Internet financial platforms continue to innovate financial products and service models, attracting a large number of young customers with flexible and convenient credit products. As a local financial institution, Jingchuan Rural Commercial Bank faces great challenges in personal credit business. In this context, the in-depth study of Jingchuan Rural Commercial Bank personal credit business marketing strategy optimization path, to enhance its market competitiveness, expand customer groups, to achieve sustainable development is of vital practical significance.

This paper uses the 7P marketing theory, that is, product, price, channel, promotion, personnel, process, tangible display, to deeply explore the current situation of Jingchuan Rural Commercial Bank personal credit business market strategy. Through the macro and competitive environment analysis and SWOT analysis framework, the environment it is facing is clarified, and the existing problems in marketing are summarized through questionnaire survey and interview. Specifically, it includes the lack of product design characteristics, pricing mechanism is not perfect, channel construction is not in place, promotion methods are obsolete, personnel professional quality and service ability is insufficient, business process is cumbersome and poor experience, tangible display effect is not ideal. On this basis, the optimization strategy is put forward from seven aspects: product, price, channel, promotion, personnel, process and visible display. In order to ensure the implementation of the optimization strategy, the safeguard measures are put forward from four aspects: technology, personnel, system and culture.

The significance of this study is to systematically put forward the improvement plan for the marketing strategy of personal credit business of Jingchuan Rural Commercial Bank. Through the analysis, not only help Jingchuan Rural Commercial Bank optimize its credit services and products, improve customer satisfaction and market share, but also enhance Jingchuan rural Commercial Bank's sustained competitiveness in the fierce market competition environment. The results of this research will also bring reference and inspiration to other local commercial banks of the same type, and provide theoretical guidance and practical cases for the improvement of service and the increase of operating efficiency of the whole banking industry.