Research On The Marketing Strategy Optimization Of Personal Consumption Loan Business In Xuzhou Branch Of Bank Of NJ

After China implemented reform and opening up policy,people’s material living standards have been greatly improved compared with the past,generating a large number of personal consumption demand.At the same time,people’s consumption consciousness has also changed,and began to change from the traditional saving thought to the current consumption thought.For young people,the concept of early consumption has been deeply rooted in the hearts of the people,combined with the current financial institutions for personal consumption products and services are gradually improve many commercial Banks also developed for different consumer demand diversified personal consumer financial products,to meet the demand of different consumer loans.Bank of NJ Xuzhou branch and 2016 in Xuzhou area to carry out personal consumption loan business,but is still mainly focused on housing loans,other kinds of personal consumption loans accounted for extremely low,this also from the side reflects the current NJ bank of Xuzhou branch in personal consumption loan marketing has serious structure of unreasonable problems,excessive housing loan ratio also for the bank of NJ Xuzhou branch credit management constitute a certain risk.Therefore,it is necessary to carry out specific research on the marketing of its personal consumption loan,and use scientific analysis tools and methods to effectively improve its marketing performance,so as to further improve the profitability of the Xuzhou Branch of the Bank of NJ,and help them to better carry out credit risk management and control.In this thesis,the bank of NJ Xuzhou points behavior research object,by combining the current information technology development background,study the development of the personal consumption loan business and marketing situation,by sorting out and summarizing the domestic and foreign research scholar’s main point of view for how to further optimize the NJ bank of Xuzhou branch personal consumption loan business marketing strategy,provide research ideas and research framework.In this thesis,through the use of PEST,SWOT,STP,port five force model,4 Ps marketing combination theory,respectively,the external environment of NJ bank of Xuzhou branch of the market,the industry development environment and internal management environment for a comprehensive analysis,and on the basis of analysis,the current NJ bank of Xuzhou branch in personal consumer loan business marketing of a series of problems.Through the questionnaire survey method,this thesis summarizes and sorts out the problems existing in the marketing strategy of personal consumption loan business of Xuzhou Branch of Bank of NJ,which are mainly manifested in the too single loan product,unattractive product pricing,poor channel expansion effect,and low promotion efficiency,etc.Combined with the current development status of the personal consumption loan market in Xuzhou,the STP theory is used to analyze how to choose the market,and what kind of people the personal loan products should be targeted at.After completion market positioning,according to the 4Ps combination marketing theory,NJ bank of Xuzhou branch commercial bank consumer credit business marketing optimization strategy,respectively from the product,price,channel and marketing four aspects,by strengthening product innovation,create a professional marketing team,deep personal consumption loan channels and diversified promotion and publicity to the optimization of marketing strategy.At the same time,by putting forward the marketing strategy of Bank of NJ personal consumption loan business to realize the further optimization of its overall marketing business,it has realized the improvement of its personal consumption,loan market share and marketing level.Through the research on the personal consumption loan business marketing of Xuzhou Branch of Bank of NJ,it is also helpful to provide useful reference and ideas for other commercial banks in Xuzhou to carry out the formulation of the consumer loan marketing strategy,so as to realize the healthy competition of banking marketing.