Marketing Strategy And Risk Management Of A County Financial Institutions' Personal Short Term Loans

Individual short-term operating loans as an important source of profits of the county banking institutions,the county's banking institutions have an important role in the development.At present,the personal short-term loan market has undergone great changes,the financing channels of high-quality loans have increased,the bargaining power has been further strengthened.Financial institutions such as emerging villages and towns have been eroding traditional short-term loan market of traditional banks,and new risks have emerged.In the new economic under the face of opportunities,but more of a challenge.Based on the analysis of loan marketing and risk management measures in a county bank,this paper puts forward the introduction of risk management into the whole process of loan marketing,bigger business scale,improve the quality of assets and realize the healthy and sustainable development of county banking institutions.In the process of research and thesis writing,the author mainly through the study of loan marketing,risk management related theoretical knowledge,combined with long-term personal loan marketing practical experience,to collect A county financial institutions personal short-term business loan business development data,analysis of the current business development process Marketing management work status,combined with A county financial institutions practical marketing case studies,proposed loan marketing and loan risk management problems.In the loan marketing strategy,through the product,price,channel,promotion of four aspects,respectively,combined with the case to explain the loan marketing methods.In the loan risk management,respectively,from the loan business occurred before the loan,loan,loan after three different business stages through the case analysis of bank institutions personal short-term business loan risk management strategy,the risk into the whole process of loan marketing management.Through a series of loan marketing measures and risk management measures,A county financial institutions in the increasingly competitive market conditions,the realization of the loan growth rate is greater than the same type of financial institutions,non-performing loan rate remained at a low level of about 0.2%Lower than the average lending rate of the banking industry,1.74%.At the same time,the ability of the local service to enhance the local economy,in the tea industry,pig farmng,deep processing of agricultural and forestry products and other industries set a brand,to promote the rapid and steady development of the industry,customer satisfaction is increasing,for the local credit community to create a certain Of the contribution,has been the local government and regulatory agencies of praise.In the current economic transformation of the critical period,to increase personal short-term business of loan marketing efforts,training with marketing ideas and risk management of modern customer manager team,the modern risk management concept into the various aspects of loan marketing is conducive to county regional financial institutions To achieve healthy and sustainable development.