Research On Marketing Strategy Of Personal Loan Business At H-branch In CITIC Bank

In recent years,with the economic development in our country,the concept of consumption among domestic residents has changed,the entrepreneurial awareness has recovered and the personal loan business has developed rapidly.For commercial banks,personal loan business is significance in optimizing business structure,increasing sources of profit,dispersion business risks and saving capital.CITIC Bank H Branch has always been adhering the strategy of vigorously develop the personal loan business,When doing business with individuals,take full advantage of its own decision-making process simplify and flexible operating mechanism and other advantages,formed a certain competitive advantage in the personal loan market in Harbin.However,from the development of personal loan business in commercial banks in Harbin,most banks generally do not have the awareness of loan marketing due to their long-term active position.Therefore,personal loan marketing has become a problem urgently needed by CITIC Bank H Branch.This article takes CITIC Bank H Branch as the research object,analyzes a total of four aspects form the political factors,economic factors,social and cultural factors as well as technical factors,of the macro environment personal loan business development situation.Conducted Micro-environment analysis from the competition in the same industry,potential entrants,substitutes and supplier bargaining power.And using SWOT analysis,put forward the CITIC Bank H branch personal credit business strategic choice.Expounds the marketing situation of personal loan business in CITIC Bank H Branch,Including Bank introduction,development of personal loan business in recent years,analyzed the existing problems.Then analyzes the marketing strategy formulation of the personal loan business.This article make4 P,4R,4C three marketing theory combined,based on the actual development situation of CITIC Bank H Branch,put forward the improvement strategy of personal loan business.At last,it propose the safeguard measures for implementing the personal loan business marketing strategy.This article puts forward five aspects safety precautions from organizational security,system security,human resources protection measures,risk control measures.