Under the competition, how did the bank break through the credit marketing pass?

The development of personal loan business has become one of the key directions in the bank credit business, although many banks have been tightening up the loan to strengthen the business loans in the credit crunch, but the competition between the banks is fierce, or the potential competition of the market is quite obvious. In order to expand their share in the market, in the fierce competition, there have been a lot of banks realize that only as soon as possible to change the concept of business, to develop in line with the bank's business development strategy, to have their own foothold.

Bank Credit Marketing

Although many of the bank's personal loans, like the girl to be married a little shy, and even arrested for large-scale distribution, but the future market potential competition is no time. How to sell? Marketing what? Become the most important consideration for banks to develop their loan business.

Good marketing concepts and strategies have begun to be adopted and used by banks, but overall, the current Chinese banks in the personal loan business marketing strategy is still slightly behind, mainly reflected in:

First, the marketing concept has not yet formed. Commercial banks are still in the seller's market status, as a whole did not really realize that in line with the bank loan conditions, good credit customers are limited, although many banks in the High-profile personal loan marketing construction, but mostly still stay in what marketing and what "marketing" stage, and in this situation, Marketing means more flexible banks, credit business progress is the most rapid;

Second, most banks do not really establish a performance-oriented, organizational structure, marketing and risk management, assessment incentives as a supporting personal credit marketing organization management system, resulting in their own marketing potential failed to play, and the landing of the credit business also appears to be quite soft and powerless;

Third, the marketing means slightly simple, lack of personal credit marketing strategy. Advertising, personnel marketing and other promotional methods of these primary marketing means, in the commercial banks of the credit business promotion is not uncommon, and the combination of management consulting, financial services and other activities of the deep level of marketing is relatively small, it is difficult to gather the advantages of customer base. Moreover, most of the banks currently lack of systematic research on macroeconomics and lack of systematic industry guidance mechanism, so it is difficult to make a strategic marketing strategy with integrity, overall and future.

Some suggestions on credit marketing

Marketing is an important means for banks to obtain competitive advantage, is the inevitable choice of banks, in order to improve the quality of personal credit assets, operating efficiency, to ensure that the bank loans business healthy, stable and sustainable development:

First of all, to establish a more sound marketing management mechanism, the market analysis, evaluation more detailed and accurate, while the benefit concept and risk prevention measures should be gradually enhanced. It is the "hardware requirement" for the bank to develop a loan undertaking, and it is also the basic condition to decide the development of the bank loan.

Second, to do a good job of credit marketing business process reengineering. While establishing the marketing management mechanism and system, strict supervision and management of established credit business processes, combined with the daily technology and network technology, in order to ensure the effective control of credit risk, optimize business processes, improve and market response speed, reduce operating costs, to achieve service quality and profitability enhancement.

In addition, to fit the market demand, more clear market positioning. After rigorous market research, the bank should be in the credit customer market subdivision, according to the customer demand difference, carries on the credit product and the service localization. At present, the bank in the market segments of the credit products have a greater change, but the extent of the audience is not to test whether its products really fit the market demand.

Finally, the innovation of product varieties, design marketing mix. Should promote research and development of the strength and professionalism, the establishment of a reasonable promotion of sales means, so that a loan products and market docking more consistent. The bank should make the product innovation run through the whole process of product planning, design marketing and evaluation, realize the function innovation, form innovation and service innovation of the loan product.