Research On Marketing Strategy Of Personal Loan Of Bank Of Lanzhou

Under the economic downturn for several consecutive years,some small and medium-sized banks saw a decline in asset quality and a rise in non-performing loan rate,and the profitability fell under the influence of the acceleration of the marketization of deposit and loan interest rates,and faced with the impact of the booming development of emerging Internet Finance on traditional bank credit business.In addition,with the continuous improvement of national income and consumption level,and the strong demand for personal funds,the personal loan business has gradually become a "blue ocean" for banks to focus on.Therefore,in the current economic situation,it is necessary to adjust the asset structure of banks and optimize the marketing strategy of personal loan business in order to survive and develop in the fierce market competition.Based on the full study of domestic and foreign personal loan marketing theory,combined with the current situation of personal loan marketing of Lanzhou bank,this paper analyzes the internal and external environment of personal loan business development of Lanzhou bank through Pest and Porter five force model,and discusses the advantages and disadvantages,opportunities and challenges of personal loan business development of Lanzhou bank through SWOT analysis.On the basis of the above,after subdividing the target market of personal loan business of Lanzhou bank with STP analysis method,choose the appropriate one as the target market,and use the combination marketing theory of 4P and4 C to combine “the product-customer”,“the price-cost”,“the place-convenience”,and “the promotion-communication”.It also borrow the network marketing theory to formulate the combination marketing strategy for Lanzhou bank,and at the same time,carry out the marketing process The safeguard measures in are constructed.Some small and medium-sized banks have seen asset quality decline andnon-performing loan rate rise,which is affected by the acceleration of deposit and loan interest rate marketization process,and they are facing the impact of the booming development of Internet Finance on traditional bank credit business.In addition,with the continuous improvement of national income and consumption level,the demand for personal funds is strong,and the personal loan industry.