MBA教育中心知识库

个人消费贷款作为零售业务的重要组成部分，其发展状况直接关系到银行的整体业绩。然而，受经济形势影响及国家政策调控，甘肃银行个人消费信贷业务增速变缓，个人消费信贷业务营销策略亟待调整。

本文围绕甘肃银行安宁支行个人消费信贷业务展开深入研究。论文共分六个部分，第一部分通过文献综述分析了国内外个人消费信贷业务及营销策略的研究现状，明确了研究的目的意义、研究方法及技术路线；第二部分阐述了相关概念与理论基础；第三部分结合7Ps服务营销理论，从产品、价格、渠道、促销、人员等7个方面，对安宁支行个人消费信贷业务的营销现状进行了阐述，在此基础上分析了安宁支行个人消费信贷营销策略存在的问题及原因，目前，安宁支行个人消费信贷营销策略主要存在缺乏差异化定价策略、营销渠道单一、营销和促销效果不佳、服务能力有待提升等问题；第四部分对甘肃银行安宁支行个人消费信贷营销进行PEST宏观环境分析和利用波特五力模型进行环境分析；第五部分基于7Ps服务营销理论提出了甘肃银行安宁支行个人消费信贷业务优化策略及保障措施，策略方面主要是提供多元化消费贷款产品、设立客户评估导向的弹性定价策略，提供更加便捷高效的贷款服务，优化促销策略，打造专业化营销团队，推进贷款全流程线上操作，提升业务办理效率和质量，精铸有形体验，提升品牌美誉度，同时，提出了优化组织能力，提升业务人员水平，打造专业的高素质人才队伍，加快技术更新，加强信用风险与合规风险管理等保障措施；第六部分阐述了本论文的研究结论与展望。

本论文的研究成果对于甘肃银行安宁支行而言具有深远的实际意义，论文研究成果不仅为该支行提供了优化营销策略的路径，助力其个人消费贷款业务在市场中提升竞争力，还为其他银行在改进和优化个人消费信贷业务的营销策略方面提供了有益的参考。

As an important component of retail business, the development status of personal consumer loans directly affects the overall performance of banks. However, due to the impact of the economic situation and national policy regulation, the growth rate of personal loan business of Gansu Bank has slowed down, and the structure of personal loans urgently needs to be adjusted.

This article conducts in-depth research on the personal consumption loan business of Lanzhou Anning Branch of Gansu Bank. The paper is divided into six parts. The first part analyzes the research status of personal consumer credit business and marketing strategies at home and abroad through literature review, clarifying the purpose, significance, research methods, and technical route of the research; The second part elaborates on relevant concepts and theoretical foundations; The third part combines the 7Ps service marketing theory to conduct a detailed analysis of the marketing status of personal consumption loan business in Anning Branch from seven aspects: product, price, channel, promotion, and personnel. Based on this, the problems and reasons of Anning Branch's personal consumption loan marketing strategy are analyzed. Currently, Anning Branch's personal consumption loan marketing strategy mainly lacks differentiated pricing strategy, single channel construction, poor marketing and promotion effects, and the ability of marketing personnel needs to be improved; The fourth part conducts PEST macro environment analysis and Porter's Five Forces industry environment analysis on the marketing of personal consumption loans at the Anning Branch of Gansu Bank in Lanzhou City; The fifth part proposes optimization strategies and guarantee measures for the personal consumption credit business of Lanzhou Bank Anning Branch based on the 7Ps service marketing theory. The strategies mainly include providing diversified consumer loan products, establishing customer evaluation oriented flexible pricing strategies, providing more convenient and efficient loan services, optimizing promotion strategies, building a professional marketing team, promoting online operation of the entire loan process, improving business processing efficiency and quality, refining tangible experience, enhancing brand reputation, and proposing optimization of organizational capabilities, enhancing human resources construction, building a professional high-quality talent team, accelerating technological updates, strengthening credit risk and compliance risk management and other guarantee measures; The sixth part elaborates on the research conclusions and prospects of this paper.