The Individual Loan Development And Marketing Situation About Xiamen Branch Of China Merchants Bank

As the economic rapidly develops, financial innovation is speeding up, the bankplays an important part in national economy, its businesses gain great achievement.Our country is advocating individual loan of commercial bank by promulgating aseries of policies. In face of both domestic and foreign commercial bank’s fiercecompetition, it’s important that the China Merchants Bank how to keep the leadingposition which they had and help Xiamen branch to improve profit and steadybusiness, especially expand individual loan. It relates to the China Merchants Bank’snew revenue growth opportunities risk management and customer resourcesdevelopment. At present, individual loan has developed rapidly, the innovation abilityof its products also strengthen, the competition of similar businesses are becomingmore and more fierce, the choice and application of marketing strategy are importantin expanding individual loan scale.Based on theoretical research and practice, this paper analyzes the individualloan development and market situation about Xiamen branch of China MerchantsBank. At first, this paper analyzes the whole development condition of ChinaMerchants Bank, it introduces marketing theory into the development of individualloan, then analyzes the strength、weakness、opportunity and threat of individual loanby SWOT analysis. Practically, this paper applies my work experience, then worksout the Market Penetration Strategy about Xiamen branch, it can improve the currentbusiness marketing strategy and the market competition of individual products whichwere sold by Xiamen branch.In face of Commercial Banks’ fiercely competing in individual loan market, ifXiamen branch wants to get great share, it must expand the existing marketing andcustomer service channels, it also improves customers’ evaluation and the system ofvalue analysis, it’s important that the Xiamen branch of China Merchants Bankoptimizes the customer management system and improves the training mechanism ofthe individual loan, at last, the Xiamen branch can form differentiated marketingservices and get the direction which the individual loan develops.