Research On The Marketing Strategy Optimization Of B Bank’s Personal Loan Business

In recent years,domestic commercial banks have gradually transformed their business from the large enterprise sector to the small enterprise sector.The State attaches great importance to the development of small enterprises and has formulated a number of preferential policies to encourage banks to develop small enterprise financial services,and personal loan business is also increasing,and the use of new technologies such as the Internet is constantly optimising personal loan business processes and enhancing customer experience,resulting in rapid growth in personal loan business.However,with changes in national policies,the economic situation and the level of technology,the internal and external environment for the development of the personal loan business of commercial banks has changed,coupled with the increasingly fierce competition in the industry,it is necessary to reorganise the internal and external environment of the personal loan business,to clarify the opportunities and challenges faced by banks in personal loans,to analyse marketing strategies that can be adapted to the new environment,to improve the capacity of the personal loan business,and to find practical marketing strategies in conjunction with the actual situation of the banks themselves is the top priority at present.This paper chooses Bank B’s personal loan business as the research object,and firstly,it synthesizes the research methods used in the study,i.e.literature analysis,questionnaire survey,statistical analysis and the marketing theories used,such as PEST,SWOT analysis model,Porter’s five forces model,7Ps theory and other analytical methods,which provide theoretical guarantee for the depth of the study.Secondly,a systematic analysis of the development of Bank B’s personal loan business was conducted,introducing the current reality of Bank B’s marketing of personal loan business from four aspects: products,prices,channels and promotions.Through sorting out the current situation of the development of its personal loan business,it is found that the bank has problems in its personal loan marketing strategy such as weak awareness of staff promotion,lack of a professional team and insufficient innovation of marketing products,and digs deeper into the causes behind the problems.On this basis,we analyse the macro environment,competitive environment and micro environment in which Bank B’s personal loan business is located,apply PEST theory to analyse the external uncontrollable environmental factors faced by the bank,identify new business opportunities from a macro perspective and identify potential business risks in advance,and provide trend research and judgment for Bank B’s personal loan business.Then,using Porter’s Five Forces analysis tool,the overall competitive environment of the industry in which Bank B is located is analyse from five aspects in order to assess its competitive position in the industry and to identify possible competitive strategies.Again,the micro characteristics of the customer base,which plays the most direct role in the development of Bank B’s personal loan business,are analysed and a SWOT analysis is applied to grasp the strengths and weaknesses faced in the strategic planning of Bank B’s personal loan business from a combination of macro and micro levels.In addition,we analyse the service market and positioning of Bank B’s personal loan business by combining STP theory,and on this basis,we analyse the whole aspect of Bank B’s personal loan service from the perspective of both the bank and the borrower with the help of 7Ps theory,from exploring new loan demands,improving the pricing mechanism,expanding marketing channels,strengthening special promotions,enhancing professional services,improving digital business capabilities and building the bank’s image.The seven major aspects of Bank B’s personal loan business marketing strategy are pointed out in the direction of optimisation.Finally,five safeguards were proposed in terms of organisation,system,personnel,costs and technology,including optimising the organisational structure and improving the organisational system for bank governance operations;improving the business assessment system,strengthening training and introducing talents to improve the competitiveness of the personal loan marketing team;improving the cost control mechanism,strengthening the management of marketing expenses and establishing "online expenses " to improve the transparency of fund utilization;improve customer service mechanism and strengthen customer service supervision;accelerate the construction of intelligent outlets and improve the data analysis system,and other specific starting points.The findings of this thesis are of great practical significance in promoting Bank B’s precise marketing,enhancing the market competitiveness of its personal loan business and the market share of the bank’s personal loan business,as well as providing development ideas and broadening the development path for similar banks to promote the transformation and upgrading of their personal loan business and improve their personal loan business marketing strategies.The research in this paper has shortcomings: although a variety of analytical tools are used in the research methods,there is no in-depth discussion of consumer demand for personal loan products,no in-depth interviews and surveys of personal loan practitioners involved in the research,and the opinions and suggestions of relevant personnel are lacking.The above problems are due to the constraints of funding,research resources and other factors.