Research Of A Bank Guangdong Branch’s Personal Loan Business Development Strategy

Guangdong A bank is one of the big four state Banks. After ten years of development,Guangdong A bank’s personal loan business in Guangdong banking industry occupies acertain market share. Commercial Banks especially state-owned commercial Banks haveheavy corporate business light retail business model for a long time, so it makes thedevelopment of Guangdong A bank personal loan business there are certain obstacles. Ascountries deposit-loan ratio control and tightening lending quotas gradually, the traditionalpattern will need to be adjusted. In addition, the current financial market and internet financialis growing rapidly, across the economy and the real estate market, great changes have takenplace in these circumstances. This will surely bring new challenges to the development ofpersonal loan business. Therefore, Guangdong A bank needs to formulate correspondingmeasures of personal loan business development strategy under the new situation,The research content of this paper is mainly divided into four parts. First of all, throughliterature research, we will understand on commercial bank personal loan businessdevelopment at home and abroad research situation. Secondly, this paper introduces theGuangdong A bank’s overall business situation, and gets the data of personal loan amount andNPL ratio of recent years. This paper makes statistical analysis by using of Excel software tothe bank personal loan business performance and development, in order to carry on theempirical analysis. According to the empirical analysis results, the article uses causal analysismethod to analyze the problems and the causes of the present situation of Guangdong A bankpersonal loan business. Then, by using the PEST macro environment analysis method tocombine with the porter five industry analysis and SWOT analysis, this paper makes analysisof the Guangdong A bank personal loan business development of macro environment, theadvantages and disadvantages as well as the external opportunities and threats facing. Finally,on the basis of previous analysis, according to the4p marketing mix and risk control,technical support two indicators, A specific business development strategy of Guangdong Abank personal loan business is put forward.The innovation point of this paper mainly includes the following: first, based on the4pstrategy of banking business as a new perspective, the bank personal loan businessdevelopment factors, is to interpret with a new perspective. The bank personal loan business,essentially as a service, can be like ordinary goods, from the perspective of product marketing4p strategy measures. Secondly, according to the risk characteristics of the banking business, the risk control and technical support need to be increased on the basis of the4p strategy.Formulating strategy respectively, can ensure that the banking risk control is implemented.Finally, in the product strategy, this paper puts forward the personal comprehensive creditscheme of product strategy. This strategy points out a new direction of the bank personal loanbusiness development. It mean that from simple loan individual clients, bank can developcomprehensive credit for individual customers, improve customer second loan ratio, andachieve customer repeat lending practices. Based on4p marketing mix and risk control,technical support two index analysis, this article concludes the Guangdong A bank’s overallstrategy aim. It is under the national macro-control, according to individual customer growthand personal business development needs, Guangdong A bank provides customers withcomprehensive credit plan. It makes Guangdong A bank personal loan business of choice forindividual customers comprehensive credit business. And this paper suggests that GuangdongA bank can make full use of existing business and customers in advantage, and grasp themacro policies and micro internal development opportunities. By the use of leverage, throughproduct, price, channel, promotion, risk control, technical support, which from six aspects,Guangdong A bank can respectively adopt corresponding measures of business development,in order to enhance the development of the bank’s personal loan business. The author hasengaged in years of state-owned commercial bank personal loan business department for somany years. This paper is her theory and experience summary in work, she looks forward tothe development of domestic commercial bank personal loan business to provide certainreference value.