邮储银行 YT分行个人消费信贷业务营销策略研究
摘
要
随着我国银欧亿·体育（中国）有限公司的市场化改革进度越来越深入，银欧亿·体育（中国）有限公司务的市场竞争更加激烈，银
行不仅注重负债业务，对信贷类的资产业务营销也愈发重视起来。邮储银行 YT分行自
成立以来，个人消费贷款业务增长十分迅猛，但是消费贷款业务发展和营销的重心主要
是集中在住房类消费贷款，其消费贷款业务存在着过度依赖房贷业务，整体业务发展不
平衡、营销能力较弱等情况。因此，邮储银行 YT分行迫切需要优化其个人消费贷款业
务的营销策略，以此保障其盈利的可持续性，实现信贷业务高质量的发展。
本文以邮储银行 YT分行消费信贷业务营销策略为研究对象，按照发现问题、分析
问题、解决问题的研究方法，进行了较为深入研究分析。首先阐述本论文研究的背景、
意义、研究的思路和方法以及国内外的研究现状；然后介绍商业银行个人贷款、消费贷
款的相关概念，本次研究拟运用的是 7Ps服务营销组合和 SWOT分析方法等理论。接下
来对邮储银行 YT分行的消费信贷业务和营销现状进行介绍，从多个角度对 YT分行消
费贷款业务的营销现状进行了分析，得出了非住房贷款产品竞争力不足；产品底价营销，
盈利能力不强；营销方式传统，渠道单一；促销模式落后，效果不佳；优质客群较少，
客户经理营销能力欠佳；贷款业务操作和流程标准不统一；客户经理服务水平和服务意
识不够，品牌特色不明显的问题，并对成因进行分析。再对营销环境进行分析，运用
SWOT分析模型分析 YT分行个人消费贷款业务营销面临的优势、劣势、机遇及威胁，
为营销策略的优化提供支撑。根据 YT分行营销中存在的问题及原因分析，运用服务营
销的 7P理论，针对营销中的不足，提出了通过围绕客户的贷款需求，推动线上线下的
非住房消费贷款产品创新，适当降低准入门槛来对产品进行优化；通过建立灵活的定价
机制，根据客户具体情况不同，使用不同的定价水平，对价格策略进行优化；通过扩大
营销渠道的范围和提高网络渠道的营销作用，优化渠道营销策略；通过统一优惠标准、
人员推销、老客户转介，优化促销策略；通过扩大优质客群、建立专业团队、绩效考核
优化来优化人员策略；通过推进科技创新、使消费贷款全流程线上操作，提升审批效率，
对流程策略进行优化；通过打造品牌形象，提高服务质量，对有形展示策略进行优化。
根据对 YT分行营销环境的分析，提出了 YT分行应该结合地域竞争环境采用差异化的
产品和服务策略，集中全行资源针对优质单位客户进行全面深入的营销。
希望 YT分行能够加大科技投入，结合国有大行的各种优势，在未来的消费信贷市
场竞争中占据更多的市场份额。同时，以本文的研究为邮储银行其他二级分行的消费贷
款发展提供参考借鉴。
关键词：商业银行；消费贷款；服务营销策略
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Abstract
Abstract
With the deepening of the market-oriented reform of China's banking industry, the
market competition of banking business is becoming more intense. Banks not only pay
attention to debt business, but also pay more attention to the marketing of credit asset business.
Since its establishment, YT Branch of PSBC has witnessed rapid growth in personal
consumer loan business. However, the development and marketing focus of consumer loan
business is mainly focused on housing consumer loan. Its consumer loan business is
excessively dependent on mortgage business, the overall business development is unbalanced,
and its marketing ability is weak. Therefore, YT Branch of PSBC urgently needs to optimize
the marketing strategyof its personalconsumer loan business, soas to ensure the
sustainability of its profits and realize the high-quality development of credit business.
This thesis takes the marketing strategy of consumer credit business of YT Branch of
PSBC as the research object and conducts in-depth research and analysis according to the
research methods of finding, analyzing and solving problems. Firstly, the background,
significance, ideas and methods of the research and the research status at home and abroad are
described. Then it introduces the concepts related to personal loans and consumer loans of
commercial banks. This study intends to use theories such as 7Ps service marketing mix and
SWOT analysis method. Next, the consumer credit business and marketing status quo of YT
Branch of PSBC are introduced, and the marketing status quo of YT Branch's consumer loan
business is analyzed from multiple perspectives, and the competitiveness of non-housing loan
products is insufficient. Product base price marketing, profitability is not strong; Traditional
marketing methods, single channels; The promotion mode is backward and the effect is not
good; Low quality customer group, poor marketing ability of customer manager; Lending
business operation and process standards are not unified; The problem of insufficient service
level and service consciousness of account manager and not obvious brand characteristics is
analyzed. Then the marketing environment is analyzed, and SWOT analysis model is used to
analyze the strengths, weaknesses, opportunities and threats facing the marketing of YT
Branch's personal consumer loan business, so as to provide support for the optimization of
marketing strategies. According to the analysis of the problems and causes in the marketing of
YT branch, the 7P theory of service marketing is applied to solve the problems in marketing.
The thesis proposes to promote the innovation of non-residential consumer loan products
online and offline by centering on the loan demand of customers and appropriately reduce the
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邮储银行 YT分行个人消费信贷业务营销策略研究
entry threshold to optimize the products. Optimize pricing strategies by establishing flexible
pricing mechanisms and using different pricing levels according to customers' specific
situations; Optimize channel marketing strategy by expanding thescope of marketing
channels and improving the marketing function of network channels; Optimize the promotion
strategy by unifying the preferential standard, personal promotion, and regular customer
referrals; Optimize personnel strategy by expanding high-quality customer base, establishing
professional teamand optimizing performanceappraisal; Bypromoting technological
innovation and making the whole process of consumer loans operated online, the approval
efficiency is improved and the process strategy is optimized. Optimize the visible display
strategy by building brand image and improving service quality. According to the analysis of
the marketing environment of YT Branch, it is proposed that YT Branch should adopt
differentiated products and service strategies based on the regional competition environment,
and concentrate the resources of the whole bank to carry out comprehensive and in-depth
marketing for high-quality unit customers.
It is hoped that YT Branch can increase investment in science and technology, combine
various advantages of state-owned banks, and occupy more market shares in the future
consumer credit market competition. At the same time, the research of this thesis provides
reference for the development of consumer loans of other secondary branches of PSBC.
Key Words: commercial bank; Consumer loans; Service Marketing Strategy
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