XY银行南昌分行个人贷款业务营销策略优化研究

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1、目录第1章绪论·················································································11.1研究背景和意义····································································11.1.1选题背景····································································11.1.2研究意义············

2、························································21.2文献综述·············································································21.2.1国外文献综述······························································21.2.2国内文献综述········································

3、······················41.3研究方法与研究内容······························································51.3.1研究方法····································································51.3.2研究内容····································································51.4本文创新与不足之处·

4、·····························································61.4.1本文创新····································································61.4.2不足之处····································································6第2章相关概念及理论·······································

5、···························72.1相关概念·············································································72.1.1个人贷款业务······························································72.1.2商业银行营销管理························································82.2相关理论···

6、··········································································92.2.1SWOT分析法······························································92.2.27Ps营销理论·······························································10第3章XY银行南昌分行个人贷款业务营销现状分析·················

7、···········123.1XY银行南昌分行整体状况······················································123.2XY银行南昌分行个人贷款业务开展现状····································123.3XY银行南昌分行个人贷款业务现行营销策略······························133.3.1产品策略····························································

8、········133.3.2价格策略····································································143.3.3渠道策略·································