Research On Marketing Strategy Of Retail Loan For Industrial Bank Changchun Branch

With the the change of market environment such as marketization of interest rate,financial disintermediation and the influx of foreign banks, the interest spreads ofdeposit and loan of commercial bank is decreasing, the operating space is relativelyatrophying, and the operating efficiency is gradually downslide. Developing the retailloan vigorously has become the consensus of commercial banks, especially in theenvironment of saturated company credit. Making the effective basis customersbigger and stronger through retail loan can stimulate the rapid development ofliabilities and intermediary business, which has become the future development ofnew breakthrough point for commercial banks. In this paper, Changchun Branch isregarded as a research object, study the retail loan current marketing strategy to findand sum up the internal and external causes that hinder the business development,explore new marketing mode,look for new direction, adapt to the changing marketenvironment actively, provide the relevant suggestions and strategies to make thedevelopment of Changchun branch retail loan fast and steadily.The retail loan has been placed at a strategic height since the Changchun Branchof Industrial Bank’s establishment in2010, and achieves initial success. The scale ofretail loan has grown steadily, market share has upgraded gradually, and customergroups have further expanded.The retail loan has become the backbone of theindispensable support branch of business development. However, as the branchgrowing from the startup period to the development period, the marketingmanagement of retail loan has gradually exposed some problems. First, businessdevelopment is unbalanced, the market positioning is one-sided. Second, producthomogenization is serious, operating characteristic is not distinct. Third, bargainingability is poor, the profit level is low.Fourth, marketing means are unitary,differentiated marketing is not obvious. Fifth, the marketing personnel flows frequently, professional capacity is obviously insufficient. Then, this paper analyzesthe deep causes of the problems combined with the actual situation of ChangchunBranch of overall risk culture, market propaganda work, business support system, andbusiness assessment system, establishes a good foundation for seeking the solutionsto the problems.The current market environment is changing fast, the development opportunity isfleeting, the marketing environment affects and restricts the survival and developmentof the commercial bank directly or indirectly.This paper discusses the macro andmicro environment which the Changchun branch faces, uses the SWOT model toanalyses the advantages,disadvantages, opportunities and threats of the retail loan ofChangchun branch,makes the strategy with the internal resources and externalenvironment combined organically,and determines development strategy planning.Provides certain references for carrying out marketing activities smoothly,graspingthe market opportunity, and avoiding potential threat.In order to promote the businessgrowth, establish scientific and rationalmarketing strategy, this paper divides the retail loan market in Changchunarea,according to the repayment capacity, cash flow and customer integratedcontribution.Makes the high-end customers who have a sustained, stable and reliablesource of income as the target market. Pitches the retail loan market as the provider ofdifferential products and services from the four aspects of customer groupspositioning, product positioning, image positioning and competitive strategicpositioning, finds the market foothold. Then, designs a series of effective marketingstrategyusing the theory of product life cycle, risk and return matching principle,Pareto optimal theory, and marketing mix theory.Finally, guarantees the marketingstrategy combination securitythrough strengthening the marketing team building,improving the appraisal system, adjusting the approval path and perfecting riskmanagement system.