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1、M银行江西省分行论文：M银行江西省分行零售贷款营销策略研究【中文摘要】随着中国经济的快速发展以及居民收入水平的逐步提高,中国居民对零售贷款产品的需求也日趋增加与多样化,这为中国的银行零售贷款业务发展提供了广阔的市场,作为国有四大银行之一的M银行,应该把握这一机遇,从各方面提高自己的零售贷款营销能力,为争夺市场打造良好的基础,实现国内一流零售贷款银行的目标。本文选取M银行江西省分行做为目标对象,运用PEST,SWOT等分析法,对M银行江西省分行零售贷款业务面对的外部宏观环境以及自身实力的优劣势,机遇以及挑战进行了详尽的分析,然后通过市场细分找出M银行江西省分行零售贷款业务的目标市场,并对
2、其进行有效的市场定位,在此基础上,运用市场营销理论从产品营销策略,价格营销策略,渠道营销策略,促销营销策略,关系营销策略,服务营销策略等角度提出M银行江西省分行零售贷款业务的营销策略组合,以及实现这些营销策略的保障措施方面,包括资金保障、组织机构保障、内部考核保障、内部风险控制保障和技术保障等,以期为M银行江西省分行零售贷款业务提高市场营销能力和市场竞争力,在以满足客户需求的基础上,提高客户的忠诚度与市场占有率提供理论依据和实践参考。【英文摘要】WiththerapiddevelopmentofChina’seconomyandtheincomelevelofresident,thep
3、roductdemandforretailloanisgraduallygrowinganddiversitywhichprovideabroadmarketforChineseretailbankingandretailloanbusinessdevelopment.Asoneofthefourbiggeststate-ownedbanks,Mshouldholdtheopportunitytoimprovetheirretailloansmarketingabilityfromvariousaspectsinordertomakegoodfoundationandachieveth
4、egoalofbecomingthedomestictop-rankingretailloanbank.ThispaperselectsMbankbranchesasatargetofjiangxiprovince,usingPEST,SWOTanalysisofMBankstoanalysetheexternalmacroenvironment、opportunities、challengesaswellastheadvantagesanddisadvantagesforretailloanbusinessbranchesofjiangxiprovince.Throughthemar
5、ketsubdivisiontofindoutthisbranchretailloanbusinesstargetmarket,andcarriesontheeffectivemarketpositioning,onthisbasis,usingthemarketmarketingtheoryfromtheproductmarketingstrategy,pricemarketingstrategy,channelmarketingstrategy,promotion,marketingstrategy,relationshipmarketingstrategy,serviceandt
6、hestrategyofmarketinganglestoproposethemarketingstrategycombinationsforMbankbranchesofretailloanbusinessofjiangxiprovincetorealizethesemarketingstrategysafeguardmeasureswhichincludefunding,organizationguarantee,internalassessmentsecurity,internalriskcontrolsecurityandtechnology,inordertoguarante
7、ebankbranchesofretailloansofjiangxiprovince.Improvingmarketingabilityandmarketcompetitivenessinordertomeetcustomerneeds,andonthebasisofimprovingcustomerloyaltyandmarketsharetoprovidethetheorybasisandthepracticalreference.【关键
