【作者】 王宁；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 我国“十四五”发展规划出台后,提出要进一步发展个人消费金融促进国内经济内循环,标志着“融e借”类的个人信用消费类贷款业务存在着广阔的发展空间。但与此同时,在金融市场里此类产品存在差异性不显著、利润度较低等问题,所以“融e借”在营销方面的工作面临的是多重挑战。机遇与风险并存,工商银行吉林省分行“融e借”的营销工作重点在于激发产品的发展活力,提高发展速度的同时抢占市场。本文将研究对象定为工商银行吉林省分行“融e借”服务营销策略,在进行综合分析的过程中,主要结合了文献研究法、比较分析法和问卷调查法这三种方法。通过分析,得出工商银行吉林省分行“融e借”存在产品同质化严重、价格不存在优势、营销渠道偏窄等问题。综合分析工商银行吉林省分行“融e借”在宏观环境、微观环境两个方面的情况,其中包括政策环境、经济环境、工行内部分析等,同时运用SWOT矩阵对工商银行吉林省分行“融e借”的机会、威胁、优势、劣势进行组合分析。接着,运用STP理论对产品进行市场细分,进行目标市场的选择和市场定位,结合7Ps营销理论制定出一套适合工商银行吉林省分行“融e借”的服务营销组合策略。最后,通过人员管理保障、企业文化保障、业务制度保障、服务系统保障这四个方面建立了较为完善的保障措施体系,确保服务营销方案落地,这对工商银行吉林省分行“融e借”服务营销策略的具体实施有着积极的保障作用。其中,本篇论文运用到的研究理论和分析思路可以对国内金融市场中具有同类产品的机构,具有参考性和借鉴性。更多还原

【Abstract】 After the introduction of China’s "14th Five-Year Plan",it was proposed to further develop personal consumption finance to promote the internal circulation of the domestic economy,marking that there is a broad space for the development of personal credit consumer loans such as "financial e-lending".However,at the same time,there are problems such as insignificant differences and low profitability of such products in the financial market,so the work of "financing e-lending" in marketing is facing multiple challenges.Opportunities and risks coexist,and the focus of the marketing work of ICBC Jilin Branch is to stimulate the development vitality of products,improve the speed of development and seize the market.In the process of comprehensive analysis,the research object is the marketing strategy of "financing and e-lending" service of Industrial and Commercial Bank of China Jilin Branch,and in the process of comprehensive analysis,three methods are mainly combined: literature research method,comparative analysis method and questionnaire survey method.Through the analysis,it is concluded that the "financing e-loan" of ICBC Jilin Branch has problems such as serious product homogenization,no price advantage,and narrow marketing channels.This paper comprehensively analyzes the situation of ICBC Jilin Branch’s "e-lending" in the macro environment and micro environment,including the policy environment,economic environment,ICBC’s internal analysis,etc.,and uses the SWOT matrix to analyze the opportunities,threats,advantages and disadvantages of ICBC Jilin Branch’s "e-borrowing".Then,the STP theory was used to segment the product market,select the target market and market positioning,and combine the 7Ps marketing theory to formulate a set of service marketing mix strategies suitable for the "financing and e-lending" of ICBC Jilin Branch.Finally,a relatively complete system of safeguard measures has been established through the four aspects of personnel management guarantee,corporate culture guarantee,business system guarantee and service system guarantee to ensure the implementation of the service marketing plan,which has a positive guarantee effect on the specific implementation of the "financing e-loan" service marketing strategy of ICBC Jilin Branch.Among them,the research theories and analysis ideas used in this paper can be used as a reference and reference for institutions with similar products in the domestic financial market.更多还原