【作者】 文政；

【导师】 欧阳有旺；

【作者基本信息】 南昌大学 ， 工商管理， 2011， 硕士

【摘要】 随着中国经济的快速发展以及居民收入水平的逐步提高,中国居民对零售贷款产品的需求也日趋增加与多样化,这为中国的银行零售贷款业务发展提供了广阔的市场,作为国有四大银行之一的M银行,应该把握这一机遇,从各方面提高自己的零售贷款营销能力,为争夺市场打造良好的基础,实现国内一流零售贷款银行的目标。本文选取M银行江西省分行做为目标对象,运用PEST, SWOT等分析法,对M银行江西省分行零售贷款业务面对的外部宏观环境以及自身实力的优劣势,机遇以及挑战进行了详尽的分析,然后通过市场细分找出M银行江西省分行零售贷款业务的目标市场,并对其进行有效的市场定位,在此基础上,运用市场营销理论从产品营销策略,价格营销策略,渠道营销策略,促销营销策略,关系营销策略,服务营销策略等角度提出M银行江西省分行零售贷款业务的营销策略组合,以及实现这些营销策略的保障措施方面,包括资金保障、组织机构保障、内部考核保障、内部风险控制保障和技术保障等,以期为M银行江西省分行零售贷款业务提高市场营销能力和市场竞争力,在以满足客户需求的基础上,提高客户的忠诚度与市场占有率提供理论依据和实践参考。更多还原

【Abstract】 With the rapid development of China’s economy and the income level of resident, the product demand for retail loan is gradually growing and diversity which provide a broad market for Chinese retail banking and retail loan business development. As one of the four biggest state-owned banks,M should hold the opportunity to improve their retail loans marketing ability from various aspects in order to make good foundation and achieve the goal of becoming the domestic top-ranking retail loan bank.This paper selects M bank branches as a target of jiangxi province, using PEST, SWOT analysis of M Banks to analyse the external macro environment、opportunities、challenges as well as the advantages and disadvantages for retail loan business branches of jiangxi province. Through the market subdivision to find out this branch retail loan business target market, and carries on the effective market positioning, on this basis, using the market marketing theory from the product marketing strategy, price marketing strategy, channel marketing strategy, promotion, marketing strategy, relationship marketing strategy, service and the strategy of marketing angles to propose the marketing strategy combinations for M bank branches of retail loan business of jiangxi province to realize these marketing strategy safeguard measures which include funding, organization guarantee, internal assessment security, internal risk control security and technology, in order to guarantee bank branches of retail loans of jiangxi province. Improving marketing ability and market competitiveness in order to meet customer needs, and on the basis of improving customer loyalty and market share to provide the theory basis and the practical reference.更多还原