Research On Optimization Of Marketing Strategy For Consumer Loan Business Of YC Bank Jinan Branch

The 14th Five Year Plan proposes to accelerate the construction of a new development pattern with domestic systemic circulation as the main body and dom estic and international double circulation promoting each other.Under the "dualc irculation" pattern,consumption has become a key engine for expanding domestic demand and driving the economy,and consumer credit services are undoubtedly becoming increasingly important and popular financial projects.Consumer loan is the product of Financial innovation,which is a loan successively opened by commercial banks for the personal consumption purpose(non business purpose)of natural persons(non legal persons or organizations).In the past two years,with the expansion of credit and the increasing acceptance of consumerism among young people,the penetration rate of consumer loans among Chinese residents has shown a rapid upward trend,with the penetration rate of consumer loans increasing from 13.7%to 36%.But with the rapid development of internet finance,the consumer loan business of traditional commercial banks is facing significant challenges.Because internet finance,such as online credit card credit products such as Ant Huabei and Micro Loan,requires better process time and customer experience,while traditional bank credit application processes are more cumbersome,which affects customer experience and card application willingness.The digital devel opment of consumer credit has greatly promoted the collaborative development of online and offline,and the customer acquisition models of consumer credit are becoming increasingly diversified.Various consumer finance companies continuously explore the potential needs of consumers by embedding various scenarios.At present,the country attaches great importance to the boosting effect of consumption on the economy,and policies such as promotional fees and expanding domest ic demand continue to be implemented.The recovery of consumption is at a critical juncture,and banks should actively take action to strengthen support for boosting consumption,in order to stimulate consumption and achieve economic growth.YC Bank Jinan Branch was established in 2008 and has been engaged in consumer credit business since its establishment.After more than ten years of development,it has occupied a certain share in the consumer market in Jinan.With the impact of internet finance,the continuous decline of the real estate market,and the intensification of competition among various types of financial institutions,YC Bank’s market share is showing a continuous downward trend,and there is an urgent need for an effective method to face severe external challenges.Based on on-site investigation and analysis of the current situation of Jinan Branch,this article comprehensively applies SWOT analysis and 7Ps theory to study the marketing status of personal consumer loan business in Jinan Branch.It summarizes the advantages,disadvantages,opportunities,and threats of the current consumer loan business in Jinan Branch.Based on this,Porter’s competitive str ategy theory is used to optimize the marketing strategy,ultimately focusing on products,prices,channels,promotions,people,processes Systematically analyze the problems of consumer loans in Jinan Branch from seven aspects of tangible dis play,and propose corresponding countermeasures and suggestions.This article optimizes the marketing strategy of personal consumer loans,which can improve the revenue and market competitiveness of YC Bank Jinan Branch,and provide a reference plan for commercial banks’ consumer loan marketing,which has strong practical significance.