Research On The Development Strategy Of Personal Loan Business Of Z Bank Heilongjiang Branch Management

With the marketization of interest rates and the continuous improvement of the capital supervision system and the growth of the social and economic level,China's economic system and social consumption structure are constantly improving and optimizing,and the level of people's consumption is constantly improving.The capital investment of China's commercial banks in the development of personal loan business is also getting higher and higher.As the personal loan business has the characteristics of large development potential and high income,it has become a business vigorously carried out by major commercial banks.At present,18 listed banks have set their personal loan business as the top three main businesses,exceeding 70% of the total number of listed banks.With the acceleration of the financial system reform and the entry of foreign banks into the market,the personal loan business has gradually been recognized by the nationals,and the dem and for personal loans has also increased.From a macro perspective,the personal loan business has stimulated the people's willingness to consume and spending power,which plays an important role in safeguarding China's GDP growth.After three retail transformations in the banking industry,commercial banks gradually shifted their development centers to personal loan business,and paid more attention to the new profit growth point brought by personal loan business.Z Bank Heilongjiang Branch is a commercial bank that entered the personal loan financial market in Heilongjiang Province earlier and has a good customer base and service reputation.In recent years,the homogenization of products in the personal loan market has become more and more serious.The c ompetitive advantage of Z Bank Heilongjiang Branch has gradually weakened,and the growth rate of personal loan balance has been decreasing year by year.The bank's demand for the optimization of personal loan business is imminent.This paper takes the personal loan business of Z Bank Heilongjiang Branch as the research object.Firstly,it uses the literature research method to have a preliminary understanding of the research theory of promoting the development of personal loan business.Afterwards,using the interview method,through the discussion with the Z-line loan staff,to understand the development status of Z-line and its shortcomings.Combined with the PEST analysis method,the policy environment,market environment and consumption environment of Z Bank Heilongjiang Branch are analyzed,which lays a foundation for the subsequent CROT strategy analysis.Faced with the problems of serious homogenization of products,low efficiency of business handling,weak marketing,and unclear organizational system in the personal loan business of Z Bank Heilongjiang Branch,the development strategy of personal loan business from the aspects of organizational system,risk prevention and control,human resources,products,services,marketing and information technology has theoretical and practical significance for breaking through the bottleneck of business development at the current stage.