学校代码： 10589 学号：16125100210062
分 类 号： 密级：
硕士学位论文
题 目：平安银行海口分行个人消费信贷业营销
策略问题及优化研究
作 者： 唐 意
指导教师： 傅国华 教授
专 业： 工商管理
时 间：二〇二二年十二月
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论文作者签名： 日期：2022 年 12 月 9 日
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日期：2022 年 12 月 9 日 日期：2022 年 12 月 9 日
摘 要
随着我国个人消费信贷业务市场的发展以及该业务市场竞争的加剧，商业银行如
何基于合理完善的业务营销策略体系来推动业务的增长成了各个银行机构需要重点
思考的问题，本文以平安银行海口分行为例，论述分析该分行个人消费信贷业务营销
策略现状、问题及成因、营销策略改进建议措施。
论文首先论述了目前海口分行开展个人消费信贷业务的欧亿·体育（中国）有限公司环境现状，该银行的
发展现状、个人消费信贷业务开展现状以及个人消费信贷业务主要的营销策略做法等；
其次，基于问卷调查的结果，从产品、价格、渠道、促销等 4 个维度论述分析目前该
分行在个人消费信贷业务营销策略上的问题所在，同时指出导致问题产生的原因；最
后，基于 SWOT 分析结果确定营销战略方向及目标、基于 STP 理论确定营销策略目
标市场客户及定位、基于4P 营销理论的优化建议及营销策略实施保障机制，通过本
文的研究得到了以下结论：
（1）目前平安银行海口分行的个人消费信贷欧亿·体育（中国）有限公司竞争比较激烈，个人消费信贷
业务主要集中在传统的住宅信贷、汽车消费金融信贷、住房装修等领域。
（2）该分行的营销策略问题主要体现在个人消费信贷产品形式比较单一、个人
消费信贷产品综合价格成本偏高、个人消费信贷业务线上营销渠道建设不足、个人消
费信贷业务促销形式缺乏创新等方面。问题成因在于业务服务队伍综合能力有待提升
导致产品单一、个人消费信贷业务风控机制不完善导致产品价格偏高、个人消费信贷
业务流程过于繁琐导致营销渠道建设不足、个人消费信贷业务服务机制不健全导致促
销缺乏创新。
（3）该分行的营销战略应该采用 SO 战略，全面把握外在机会，将银行的内估
优势全面发挥出来，从而获取更大的利润，但由于当前的金融市场不够稳定，这就要
求结合银行自身发展目标、市场发展规律来确定营销战略。营销战略目标为：市场占
有率达到 30％以上、分销网点效益提高 10％以上、要赋予客户经理更多的权限、进
一步强化品牌建设工作；目标市场客户为主要以中高工薪阶层为主，以购车客户群体
为目标客户；具体的营销策略优化建议包括丰富现有的个人消费信贷产品体系执行差
异化及竞争性的个人消费信贷利率标准、开展线上线下结合的营销渠道、采取创新性
的促销方式；营销策略实施保障机制包括优化业务组织架构、信息化技术保障、业务
服务流程保障、个人消费信贷风控机制保障。
关键词：个人消费信贷业务；4P 营销策略；平安银行
Abstract
With the development of China;s personal consumer credit business market and the
business market competition, commercial Banks how to based on the reasonable perfect
business marketing strategy system to promote the growth of the banking institutions need
to focus on problems, this paper to ping an bank Haikou behavior example, discusses the
analysis of the branch personal consumer credit business marketing strategy status,
problems and causes, marketing strategy improvement measures.
The paper first discusses the current situation of the personal consumer credit business,
The development status of the bank, the development status of personal consumer credit
business and the main marketing strategies of personal consumer credit business; next,
Based on the results of the questionnaire survey, From the four dimensions of the product,
the price, the channel, the sales promotion, It also points out the causes of the problem; last,
Determine the direction and target of marketing strategy based on the results of SWOT
analysis, determine the target market customer and positioning of marketing strategy based
on STP theory, determine the optimization suggestions based on 4P marketing theory and
the guarantee mechanism of marketing strategy implementation, Here, the following
conclusions are obtained:
At present, the competition in the personal consumer credit industry of Ping An Bank
Haikou Branch is relatively fierce, etc. The personal consumer credit business mainly
focuses on the traditional residential credit, automobile consumer finance credit, housing
decoration and other fields.
The marketing strategy of the branch is mainly reflected in the relatively single form
of personal consumption credit products, the high comprehensive price cost of personal
consumption credit products, the insufficient construction of online marketing channels of
personal consumption credit business, and the lack of innovation in the promotion form of
personal consumption credit business. The cause of the problem is that the business
process is too cumbersome, the business service mechanism is not perfect, the business
risk control mechanism is not perfect, and the comprehensive ability of the business
service team needs to be improved.
The marketing strategy of the branch should adopt the SO strategy, fully grasp the
external opportunities, and give full play to the internal evaluation advantages of the bank,
so as to obtain greater profits. However, because the current financial market is not stable
enough, it requires determining the marketing strategy combined with the bank;s own
development goals and market development rules. The marketing strategic objectives are:
market share of more than 30%, distribution network efficiency of more than 10%, to give
customer managers more authority, and further strengthen the brand building work; The
target market customers are mainly from the middle and high working class, With the car
purchase customer groups as the target customers; Specific marketing strategy
optimization suggestions include enriching the existing personal consumption credit
product system to implement differentiated and competitive personal consumption credit
interest rate standards, carrying out combined online and offline marketing channels, and
adopting innovative promotion methods; The marketing strategy implementation guarantee
mechanism includes the optimization of business organization structure, information
technology guarantee, business service process guarantee, and personal consumption credit
risk control mechanism guarantee.
Key words: personal consumption credit business; 4P marketing strategy; Ping An
Bank