Analysis On Personal Loan Business Strategy Of H Branch Of Z Bank

Promoting the development of domestic consumption demand and personal credit market has become a long-term policy of national economic development.China encourages and guides the development of personal loan market from the policy level,providing important support for the development of personal loan business.Banks began to increase investment in personal loans,prompting its steady development.However,the personal loan business is still in the primary stage of development,and the problems of high capital occupancy rate,high defect rate and high bargaining power have also been exposed,so effective prevention and management of personal loan risk has become a hot issue.The banking industry is in a stage of rapid development,the demand for personal loan business of commercial Banks increases,and personal loan becomes more and more popular.Personal loan,as one of the sources of bank income,is an important part of innovative bank income.To this end,Banks must apply Internet technology to their own business,improve the quality of business,and get widely recognized by customers.Currently,Z bank personal loan business of species diversity,constantly improve the service credit,periodic progress has been made in recent years the personal loan business,especially the business scale continues to grow,keep good asset quality,constantly improve the market competitive power,in product development,process optimization,team building,business management and so on each work all have good performance,but the results have been obtained at the same time,the risk of face huge challenges.Therefore,H branch must develop service channels and marketing,optimize business processes,build a sound customer evaluation mechanism,carry out professional business training,launch differentiated marketing strategies,and keep abreast of market development trends.This paper is divided into six parts: first,introduction.Firstly,the significance,purpose and background of the research are defined,and the research results at home and abroad are sorted out in detail.Second,the theory overview of personal loan.Theconcept,characteristics and related theories of personal loan are introduced.Third,it is the development status of personal loan business of H branch.Through the operation status quo,it points out the existing problems.Fourthly,it analyzes the industrial environment of H branch with PEST and competitive environment analysis,and discusses the development strategy of H branch's personal loan business with SWOT analysis.Fifth,make effective business development plans and development models for H branch.Sixth,research conclusions.Through this study,we hope to clarify our thoughts for H branch to carry out personal loan business,and provide reference for other Banks of the same type to carry out personal loan business.