个人消费信贷市场发展与产品结构调整策略研究

个人消费信贷业务近年来发展很快,但同时由于缺乏科学的规划,个人消费信贷的市场发展策略和产品结构普遍存在着与市场脱节的问题。本文以工商银行北京市分行为例,立足考察个人消费信贷业务的产品结构,通过横向对比,指出产品布局和市场策略缺陷,并就改进产品结构和调整市场发展策略提出具体的建议,包括:根据产品生命周期理论,采用不同的市场策略,全力打造明星产品组合、强化品牌宣传,以品牌战略提高客户忠诚和满意度;发挥现有优势,根据不同产品的特点,拓展营销渠道,特别是大力发展电话银行和网上银行;开展前瞻性的产品定价研究,做好迎接利率市场化的准备。

Development of Individual Credit Market and Strategy for Product Structure Adjustment

Recent years have seen rapid development of individual consumption credit business. However, for lack of scientific planning, the market strategy for individual consumption credit and product structure are generally divorced from the market. In this paper, Beijing Branch of ICBC is selected as a sample to examine the product structure of individual consumption credit and demonstrate through horizontal comparison the loopholes in product distribution and market strategy. Specific measures are proposed on improving product structure and adjusting market development strategy, e.g. to apply different market strategies according to the theory of product life cycle to create famous product mix and strengthen branding publicity to enhance customer loyalty and satisfaction with brand strategy; utilize the existing advantage to expand marketing channels in line with the uniqueness of each product, especially telephone banks and on-lone banks and launch forward-looking research on product pricing so as to get prepared for the marketiza-tion of interest rate.