Research On Marketing Strategy Of Personal Loan Business Of Guangfa Development Bank H Branch

With the development of China's financial enterprises becoming more standardized and mature,commercial banks are facing an increasingly complex and severe situation,and the competition between the same industry is becoming increasingly fierce.In recent years,with the rapid development of Internet finance,how to remain invincible in the fierce market competition is the top priority that every commercial bank must consider.Personal loan business is the key business of each commercial bank,and also the main source of profits of each commercial bank.Therefore,it is an urgent problem for each commercial bank to formulate marketing strategies for personal loan business products.Guangfa Bank H Branch was established in 2014.With the domestic economy entering a new period of "restructuring and steady growth",the economy of Northeast China has even experienced negative growth.The market competition environment faced by Guangfa Bank H Branch is deteriorating,and the market development of personal loan business products is difficult,which exposes many problems.Therefore,it is of great significance to build a scientific marketing strategy for personal loan business products and establish an effective marketing route for personal loan business products to improve the competitiveness of banks.Based on this,this paper takes the H branch of Guangfa Development Bank as the research object,elaborates its development process and the general situation of personal loan business products,and comprehensively uses PEST analysis method,Porter's Five Forces Model and SWOT analysis method to analyze the marketing environment of personal loan business products of Guangfa Development Bank H branch,so as to summarize the marketing environment of personal loan business products of Guangfa Development Bank H branch.The opportunities,threats,strengths and weaknesses faced by the branch's personal loan business.In order to grasp the current situation of marketing strategy of personal loan business products of Guangfa Development Bank H Branch,this paper summarizes the existing problems of marketing strategy of personal loan business products based on marketing mix theory.According to the problems existing in the marketing strategy of personal loan business products of Guangfa Development Bank H Branch,this paper optimizes the marketing strategy.In terms of product strategy,we should provide targeted segmentation products and broaden innovative products;adopt differentiated interest rate policy and improve pricing initiative in terms of price strategy;make full use of bank channels and accelerate the construction of online network channels in terms of channel strategy;strengthen propaganda and enrich marketing means in terms of promotion strategy;In terms of personnel strategy,we should improve the training mechanism of customer managers,improve marketing concepts and realize full-staff marketing;in terms of tangible display strategy,we put forward the overall image display of branch and the display of its advantages and characteristics;in terms of material environment strategy,we put forward the establishment of branch service platform and provide all-round services.Finally,this paper puts forward the safeguard measures of marketing strategy of personal loan business products,including organizational safeguard,system safeguard,human resources safeguard and finance.The implementation of these safeguard measures can ensure the maximization of the implementation of marketing strategy.Through this study,we can better promote the development of personal loan business product marketing of Guangfa Development Bank H Branch,which is of great significance for the reform and development of Guangfa Development Bank H Branch,and can also provide reference for other similar financial institutions to formulate personal loan business product marketing strategies.