Research On Marketing Strategy Of Personal Loan Business Of Kunlun Bank Karamay Branch

Kunlun Bank Karamay Branch is a local small and medium-sized bank corporate financial institution in the Karamay region.It is a branch established by Kunlun Bank in the Karamay region.Due to the short time of the establishment of the Kunlun Bank Karamay branch,there are still some problems in the development of the personal loan business marketing strategy.There are mainly some types of personal loan products in the product strategy,the price strategy lacks the interest rate pricing control ability,and the channel strategy product promotion channel is single.Slow construction,low awareness of promotion strategy cards,lack of promotion,etc.This paper hopes to analyze the shortcomings in the marketing strategy of the personal loan business of Kunlun Bank Karamay Branch to propose a more reasonable marketing strategy to improve the market competitiveness of the personal loan business of Kunlun Bank Karamay Branch.It is also conducive to expanding the market share of Kunlun Bank's personal loans,solidly promoting the implementation of the “one nuclear and two wings” project,accelerating the construction into a comprehensive,intensive,intelligent,innovative,and specialization to increase the long-term sustainable development of the Kunlun Bank Karamay Branch.ability.The main content of this paper is to objectively explain the status quo of personal business marketing of Kunlun Bank Karamay Branch,systematically analyze the environment of personal business marketing of Kunlun Bank Karamay Branch,and propose the personal business marketing combination strategy of Kunlun Bank Karamay Branch and the personal business marketing of Kunlun Bank Karamay Branch.Strategy safeguards.First of all,the domestic and international research status and related basic theories are reviewed.After that,the status quo of personal business marketing of Kunlun Bank Karamay Branch was expounded.It was pointed out that the marketing problem of personal loan business of Kunlun Bank Karamay Branch mainly lies in the product category of product strategy,the lack of interest rate pricing control ability in price strategy,and the single product promotion channel in channel strategy.Slow,the promotion strategy has low brand awareness and weak promotion.Based on this article,the paper proposes the optimization and guarantee proposal of the marketing mix strategy of the personal loan business of Kunlun Bank Karamay Branch.Customer relationship management(CRM)strategy;the price strategy proposes to improve the interest rate pricing control ability,reduce the capital cost,reduce the time cost;the channel strategy proposes the tangible channel expansion,virtual Channel construction;promotion strategy puts forward the creation of product image,innovative propaganda mode and channels;the protection proposal proposes risk prevention and control mechanism protection,human resource protection,management information system security,and cultural security.