Research On The Marketing Strategy Of Consumption Credit Business In D Foreign Bank Dalian Branch

At present,China's economy is under pressure from import and export challenges,weak investment and economic downturn.At the same time,under the dual influence of interest rate marketization and Internet finance,China's financial market competition is also further escalating.Personal consumption credit business,as one of the important businesses of the retail bank sector,can bring rich intermediary business income and huge profits to banks.Therefore,it is of great practical significance to study the marketing strategy of consumption credit business of D bank.The paper is divided into six parts:The first chapter introduces the background of the research,and puts forward the ideas and technical routes of the thesis.The second chapter is to study the relevant theoretical basis.The third chapter expounds the status quo and problems of D Bank and its consumption credit business.Due to the lack of systematic marketing strategies,Internet thinking and physical resources,bank consumer credit products are highly homogenized,marketing channels are single and customer experience is not good.The forth chapter analyzes the D bank Dalian branch's consumption credit business from the internal and external environment,trying to grasp the opportunities and advantages of the bank's characteristic consumption credit business,and foster strengths and circumvent weaknesses.The fifth chapter proposes the specific strategy of D Bank's personal consumption credit business from six strategies.The sixth chapter is the implementation of the protection strategy.Combining the advantages and market segmentation of financing capacity,risk control capability,product elements,corporate culture and employee service experience,and related retail features,D-Bank Dalian Branch proposed to focus on the development of core product “High-quality Corporate Employee Credit”.Strive to create the bank's overall product brand,and propose corresponding improvement measures for the marketing strategy,which will help shape and consolidate the marketing advantages of D Bank's personal consumption credit business.