Research On Personal Loan Business Development Of Huishang Bank In Nanjing

After 2006, Along with the policy that government encourages the cross-region of city_commercial bank, more and more city_commercial banks have set up branches in other places in order to overcome the geographical limitations. However, the cross-regional development will not be plain. Every city-commercial bank have to face the unavoidable problem that how to develop the business, especially the personal loans business in other cities which lack of branch, brand and customer.In this context, this article takes the personal loan business of the first cross-regional branch, Nanjing Branch of HUISHANG BANK as the research object. The whole article is directed by SWOT and STP theory and is started with the analysis of internal & external environment of Nanjing Branch of HUISHANG BANK. Firstly, find out the Strength,Weakness,Opportunity,Threats of Nanjing Branch of HUISHANG BANK in personal loans business.Then, it uses AHP to do quantitative analysis about SWOT model of personal loan business of HUISHANG BANK in order to select the competition strategy. After that, it uses STP method to divide the personal loan market of Nanjing. And it use comparative analysis to find the target market and fix the market position for Nanjing Branch of HUISHANG BANK. Finally, some reasonable suggestion about personal loan business marketing tactics has been given out on this basis.The purpose is to find a suitable road for the development of personal loan business.