MBA教育中心知识库

随着中国经济的快速发展，人民生活水平的不断提升，人们对物质和精神方面的需求也越来越高。当收入趋于稳定，大众超前消费观念逐渐形成，民众对消费贷款的需求明显增加，个人消费贷款市场进入快速发展车道。但由于近几年新冠肺炎疫情的影响，使我国整体经济增速减缓，我国的经济逐渐从增量时代进入存量时代。与此同时，互联网金融快速发展，各种线上消费金融的不断涌现，传统个人消费贷款业务受到了巨大的冲击。因此，广大商业银行需要在这种冲击下，积极调整自身消费信贷业务的营销手段。

本文选取中国邮政储蓄银行淮南市分行作为研究对象，对其个人消费贷款业务发展不断下滑的现状进行分析。首先通过收集和学习国内外学者在个人消费贷款营销方面的研究成果，然后运用PEST、传统微观营销环境和SWOT分析邮储银行淮南分行个人消费贷款产品的内外营销环境，再通过调查问卷和银行内部人员的分层访谈，找出淮南分行个人消费贷款现有营销策略中存在的问题，再以STP和4V营销理论为基础，通过市场定位和目标客户的选择，提出营销模式差异化、网点建设功能化、服务附加价值化和营销共鸣化的营销策略优化建议，最后通过组织结构、人力、资金、科技和风险管理的保障措施来确保优化策略的实施。本文旨在通过优化邮储银行淮南分行的个人消费贷款营销策略，促进该分行个人消费贷款业务的健康持续发展，并迅速提高该项业务在淮南本地的市场份额。

With the rapid development of China's economy and the continuous improvement of people's living standards, people's material and spiritual needs are getting higher and higher. When income tends to be stable, the public's concept of advanced consumption gradually takes shape, the public's demand for consumer loans increases significantly, and the personal consumption loan market enters the rapid development lane. However, due to the impact of the new crown pneumonia epidemic in recent years, China's overall economic growth has slowed down, and China's economy has gradually entered the stock era from the incremental era. At the same time, with the rapid development of Internet finance and the continuous emergence of various online consumer finance, the traditional personal consumption loan business has been greatly impacted. Therefore, the majority of commercial banks need to actively adjust the marketing methods of their consumer credit business under this impact.

This paper selects Huainan Branch of Postal Savings Bank as the research object to analyze the declining development of personal consumption loan business. Firstly, by collecting and learning the research results of domestic and foreign scholars in the marketing of personal consumption loans, and then using PEST, traditional micro-marketing environment and SWOT to analyze the internal and external marketing environment of personal consumption loan products of Huainan Branch of Postal Savings Bank, and then through questionnaires and layered interviews of bank internal personnel, find out the problems existing in the existing marketing strategies of personal consumption loans in Huainan Branch, and then based on STP and 4V marketing theory, through market positioning and the selection of target customers, put forward the differentiation of marketing models. Suggestions for optimizing marketing strategies for functionalization, service added value and marketing resonance, and finally ensuring the implementation of optimization strategies through organizational structure, manpower, capital, technology and risk management measures. This paper aims to promote the healthy and sustainable development of the personal consumption loan business of PSBC Huainan Branch by optimizing the marketing strategy of the branch, and rapidly increase the market share of this business.