Research Of Bank Of China Jilin Branch Changchun Sub-branch Personal Loan Marketing Strategy

At present,China's economy is in a transitional period,and GDP is gradually changing from high-speed growth to medium-high-speed growth.General Secretary Xi Jinping proposed to build a well-off society in an all-round way in the 13 th Five-Year Plan.To drive China's economic growth,there are "three carriages",namely investment,infrastructure construction and consumption.At present,because of the interest rate increase in the United States and European countries,it is very limited to rely on investment to boost the economy.At present,China's infrastructure construction is also in a relatively perfect stage,unable to rely on it to stimulate economic growth as in the past.Therefore,stimulating consumption growth is an important measure to expand domestic demand and promote economic development in China.It is also the focus and focus of financial industry to expand business.Stimulating consumption demand is of great significance to current economic development.For banks,making the personal loan business bigger and stronger can improve the overall consumption level of the market from a macro perspective,which plays an important role in guaranteeing GDP growth.The three major business of bank personal loan are: personal housing loan,personal consumption loan and personal operating loan.The current economic environment indicates that our bank's personal loan business will face new opportunities.Major domestic banks are stepping up strategic adjustments to the original business,low capital consumption of personal loans business as a new profit growth point.With the increase of interest rates by central banks in other countries in the world becoming a probable event,China will also have some corresponding countermeasures to ensure the stability of the domestic market.The occurrence of these complex situations will make commercial banks and many other industries bear the impact of domestic and foreign markets,policy orientation and economic situation together.However,with the continuous improvement of the consumption level of residents,this indicates that the demand for personal loan funds is still very strong,personal loan business will gradually become one of the important business for the banking industry to seize market share.The fierce market competition urges commercial banks to continue to study the marketing strategy of personal loan,and boost the overall consumption of the market at the same time.Improve the profitability of individual banks.In this paper,the Bank of China Jilin Branch Changchun City Branch as the research object,through its personal loan business status,the current personal loan marketing strategy and existing problems are elaborated and analyzed in detail,combined with the Bank of China Jilin Branch Changchun City Branch of the internal and external environment and competitors.The development of personal loan business is discussed.Finally,combined with the marketing theory and asset risk theory,the paper puts forward the traditional marketing strategy from the aspects of product,price,channel and promotion,and gives the Internet financial marketing strategy from the aspects of user demand,dynamic communication,value transmission and user decision-making.Finally,it puts forward the targeted operational strategy in the implementation of security to ensure the individual.The loan business continues to maintain a balanced upward trend in order to provide support for its continuous growth and expansion.