摘要
2006年以后,随着年国家鼓励城市商业银行跨区域经营政策的出台,为了突破地域规模的限制,越来越多的城市商业银行在异地设立了分支机构。但跨区域发展并不会一帆风顺,在缺乏网点优势、品牌优势和客户基础的情况下如何在异地发展业务,特别是个人贷款等零售业务是各家城市商业银行不得不面临的问题。
在这一背景下,本文以一家区域性城市商业银行—徽商银行的首个异地分支机构南京分行的个人贷款业务发展为研究对象,以SWOT理论和STP理论为指导,从该行的内外部环境分析入手,首先找出徽商银行南京分行在个人贷款业务上方面的优势、劣势、机会、威胁,然后运用层次分析法(AHP方法)对徽商银行南京分行个人贷款业务的SWOT模型进行定量分析选取该行的竞争战略,再通过STP分析,细分南京地区的个人贷款市场,并通过比较分析找出徽商银行南京分行的目标市场,确定市场定位,最后,在此基础上对该行在个人贷款营销策略方面给出一些合理化的建议,以试图找出一条适合该行个人贷款业务发展的道路。
After 2006, Along with the policy that government encourages the cross-region of city_commercial bank, more and more city_commercial banks have set up branches in other places in order to overcome the geographical limitations. However, the cross-regional development will not be plain. Every city-commercial bank have to face the unavoidable problem that how to develop the business, especially the personal loans business in other cities which lack of branch, brand and customer.
In this context, this article takes the personal loan business of the first cross-regional branch, Nanjing Branch of HUISHANG BANK as the research object. The whole article is directed by SWOT and STP theory and is started with the analysis of internal & external environment of Nanjing Branch of HUISHANG BANK. Firstly, find out the Strength、Weakness、Opportunity、Threats of Nanjing Branch of HUISHANG BANK in personal loans business.Then, it uses AHP to do quantitative analysis about SWOT model of personal loan business of HUISHANG BANK in order to select the competition strategy. After that, it uses STP method to divide the personal loan market of Nanjing. And it use comparative analysis to find the target market and fix the market position for Nanjing Branch of HUISHANG BANK. Finally, some reasonable suggestion about personal loan business marketing tactics has been given out on this basis.The purpose is to find a suitable road for the development of personal loan business.
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