摘要随着我国经济的飞速发展，新型创新企业开始成长，对个人和企业贷款金融服务的要求越来越严格。我国商业银行贷款业务的营销也面临了一些新情况，如贷款坏账率高，贷款营销人才不足，贷款业务比较类似等，总体来说我国的贷款业务营销基本还处于刚刚起步的阶段,商业银行贷款业务营销与美国等发达国家相比还有一定差距。因此，针对这些种种问题，本文以平安银行为例，通过SWOT分析（贷款业务营销的优势分析，劣势分析，机会分析和威胁分析）银行贷款业务的营销现状以及运用营销4P理论分析贷款业务的产品营销策略，价格营销策略，渠道营销策略和促销营销策略，提出优化贷款产品组合、树立贷款品牌、实行贷款客户差异化定价、适当降低贷款利率、创新互联网营销和利用多种方式进行贷款业务促销等相关建议和措施。42673

毕业论文关键词：商业银行；贷款业务；平安银行；营销策略

Marketing Strategy Analysis of Chinese Commercial Bank Loans In Case PAB

Abstract

With the rapid development of Chinese economy, the growth of new and innovative enterprises gradually for inpiduals and corporate lending financial services put forward higher requirements. Commercial bank lending marketing is also facing some new situations, such as the high rate of bad loans, loans, marketing, lack of talent, lending more similar like our loan marketing system in a very imperfect stage, commercial bank lending overall marketing needs to be improve. Therefore, in view of these problems, this paper, PingAn Bank, for example, through the SWOT analysis (analysis of loan marketing advantages, disadvantages analysis, opportunity analysis and threat analysis) Sales Situation of bank lending and the use of marketing theory 4P analysis lending products marketing strategy, price marketing strategy, channel marketing strategies and promotional marketing strategy is proposed to optimize the loan portfolio, loans and establish the brand, the implementation of differential pricing, due to lower lending rates, innovative Internet marketing and use of a variety of ways lending promotions and other related recommendations and measures.

Key Words: Commercial banks;   loans;   PingAn Bank;   Marketing Strategy

 目  录

摘  要 I

Abstract II

目  录 III

一  引言 1

（一）研究目的和意义 1

（二）研究现状 1

（三） 研究的主要内容、实施方案和创新 2

二 我国商业银行贷款业务的一般营销现状分析 3

   （一）商业银行贷款业务的国外一般营销现状 3

   （二）商业银行贷款业务的国内一般营销现状 3

三 平安银行贷款业务的营销现状SWOT分析 4

（一）平安银行贷款业务营销的优势分析 4

（二）平安银行贷款业务营销的劣势分析 5

（三）平安银行贷款业务营销的机会分析 6

（四）平安银行贷款业务的营销威胁分析 7

四 基于SWOT分析的平安银行贷款营销战略研究 7

五 平安银行贷款业务的市场营销策略研究