摘要
疫情发生以来，人们的收入受到疫情的影响，短时间的“疫情封锁”使得消
费受到限制，但消费者的消费意愿和消费水平却并没有受到疫情影响，导致疫情
结束后出现大规模“报复性消费”。在后疫情时代，银行通过定价、促销、营销
等不同着力点，努力打造适合不同客户群体的信贷产品，通过线上线下多渠道营
销，打开自身贷款业务竞争格局。同时，个贷客户是非常稳定并且优质的客户，
并且业务之间关系是互补而相辅相成的，存在着千丝万缕的联系，通过服务于个
人贷款客户也容易促成相应的信用卡业务以及手机银行、基金、保险业务。
文章以C支行目前营销策略作为研究对象，首先介绍了文章的选题背景和意
义，并介绍了文章所需的理论知识。其次针对C支行目前的营销方式方法进行归
纳分类，分析营销过程，找出营销策略上的不足、问题以及原因。然后根据当前
个人贷款宏观营销环境分析，立足于政治、经济、社会、技术、等宏观环境以及
竞争者环境，进一步结合C支行的实际情况将未来要面临的潜在新进入者，替代
品，以及现有的竞争者来对个人贷款业务的营销策略进行相应的分析，并根据市
场细分中的人口细分，定位相应的个人贷款市场，从客户职业、客户收入、客户
资产指标、客户抵押物品四方面，结合STP分析方法根据当前的用户画像进行市
场定位，对C支行个人贷款市场进行细分，选择目标市场，明确市场定位。最后
根据4P和4C营销理论，构建符合C支行特色的“产品-顾客”、“价格-成本”、
“渠道-便利”、“促销-沟通”的组合营销策略。最后完善相应的营销策略的保
障措施。
通过对C支行的个人贷款营销策略的综合分析以及为其制定合适的营销策略，
拓宽业务发展道路，为C支行的营销策略制定指明方向，增长C支行的市场份额。
关键字：个人贷款；营销策略；用户画像。
I
Abstract
Since the start of the pandemic, people's incomes have been affected by the
pandemic. The brief lockdown has limited spending, but consumers' willingness and
level of spending have not been affected by the pandemic, leading to a massive
"revenge spending" after the pandemic ends. In the post-pandemic era, banks are trying
to create credit products suitable for different customer groups through different focus
points such as pricing, promotion and marketing. At the same time, individual loan
customers are very stable and high quality customers, and the business relationship is
complementary and complementary, there are many links, by serving individual loan
customers also easy to facilitate corresponding credit card business as well as mobile
phone banking, fund, insurance business.
This paper takes the current marketing strategy of Branch C as the research object,
introduces the background and significance of the topic selection, and introduces the
theoretical knowledge of the paper. Secondly, according to the current marketing
methods of Branch C, this paper analyzes the marketing process and finds out the
shortcomings, problems and reasons of marketing strategy. Based on the analysis of the
current personal loan macro market environment, based on the political, economic,
social, technological,and other macroenvironment as wellas the competitive
environment, the future potential new entrants, alternatives, and existing competitors to
the personal loan business are further analyzed. Finally, according to the 4P and 4C
marketingtheories,thecombinedmarketingstrategiesof"product-customer",
"price-cost",
"channel-convenience"
and
"promotion-communication"
are
constructedFinallyconsummate thecorrespondingmarketingstrategysafeguard
measure.
Through the comprehensive analysis of the personal loan marketing strategy of
Branch C and the formulation of appropriate marketing strategy for Branch C, the
business development path will be widened, and the marketing strategy of Branch C
will be set out and the market share of Branch C will be increased.
Key words: personal loan; Marketing strategy;User portraits
III
目录
摘要..................I
Abstract............. III
第一章绪论..............1
1.1研究背景...................1
1.2研究意义...................2
1.3研究思路和方法..............3
1.3.1研究思路................3
1.3.2技术路线................4
1.3.3研究方法................5
第二章理论基础及文献综述..............7
2.1相关概念及理论..............7
2.1.1相关概念................7
2.1.2相关理论................7
2.2论文文献研究与相关理论综述：..............9
2.2.1国内文献综述...............9
2.2.2国外文献综述.............14
2.2.3文献评述..............16
第三章 C支行个人贷款业务发展情况分析........ 19
3.1C支行个人贷款业务发展现状..........19
3.1.1C支行简介..................19
3.1.2个人贷款业务发展情况...........20
3.1.3C支行个人贷款营销策略问卷调查结果............21
3.2营销中存在的主要问题及成因.........22
第四章 c支行个人贷款营销环境分析.......... 27
4.1PEST宏观环境分析............. 27
4.1.1政治环境分析.............27
4.1.2经济环境分析.............28
V