At present, the competition of personal loans among banks is quite obvious, and personal loans have become one of the key directions of bank credit business. How to market? Marketing what? Developing personal loan business has become a top priority for commercial banks.

Although good marketing concepts and strategies have been adopted and used by banks, on the whole, the marketing strategies of Chinese banks in personal loan business are still slightly backward, mainly reflected in:

First, the marketing concept has not yet formed.

Commercial banks are still in the seller's market position, and they don't really realize that customers who meet the bank loan conditions and have good credit are limited. Although many banks have made great efforts in the marketing construction of personal loans, most of them are still in the stage of "sales promotion", and in this situation, banks with more flexible marketing methods have made the fastest progress in personal loans.

Second, most banks have not really established a performance-oriented personal credit marketing organization and management system, which is supported by organizational structure, marketing, risk management, assessment and incentives, resulting in their own marketing potential not being brought into play and the credit business landing is quite weak;

Third, the marketing method is slightly simple and lacks personal credit marketing strategy.

In the promotion of personal loan business of commercial banks, advertising, personal promotion and other primary marketing methods are common, but there are relatively few in-depth marketing combining enterprise management consulting and financial services, so it is difficult to gather superior customers. Moreover, at present, most banks lack systematic research on macroeconomics and systematic industry guidance mechanism, so it is difficult to formulate comprehensive, overall and strategic marketing strategies in the future.

Marketing is an important means for banks to gain competitive advantage and an inevitable choice for banks. In order to improve the quality and operational efficiency of personal credit assets and ensure the healthy, stable and sustainable development of personal loan business of banks, we put forward the following suggestions:

First of all, it is necessary to establish a relatively perfect marketing management mechanism, make a more detailed and accurate analysis and evaluation of the market, and at the same time gradually strengthen the concept of interests and risk prevention measures.

This is the "hardware requirement" for banks to develop personal loan business, and it is also the basic condition to determine the development of personal loan business.

Secondly, we should do a good job in business process reengineering of personal loan marketing. While establishing the marketing management mechanism and system, we should strictly supervise and manage the established personal loan business process, and optimize the business process by combining advanced technology and network technology, so as to improve the response speed to the market, reduce operating costs and improve service quality and profitability while ensuring effective control of credit risk.

In addition, in line with market demand, clear market positioning. After strict market research, in the segmentation of personal loan customer market, banks should position personal loan products and services according to customer demand differences. At present, banks have made great changes in the market segmentation of personal loan products, but the level of audience is the standard to test whether their products really meet the market demand.

Finally, innovate personal loan products and design marketing mix. It is necessary to enhance the strength and professionalism of R&D, establish reasonable promotion and sales methods, and make the docking of personal loan products with the market more consistent. Banks should innovate personal loan products throughout the whole process of product planning, design, marketing and evaluation, and realize functional innovation, formal innovation and service innovation of personal loan products.

Second, how to guard against the risk of personal automobile consumption loans

The risk of personal automobile consumption loan is mainly prevented from four aspects: borrower, dealer, insurance company and bank. Details are as follows:

(1) The borrower.

1, credit risk. Car buyers are a mixed bag, which may be mixed with some people with moral hazard. Due to the subjective deadbeat psychology or when the car price falls below the loan amount that the car buyer needs to repay, the car buyer may make a rational breach of contract, which may put the loan at risk.

2. Payment ability risk. Self-use car borrowers can't repay on time due to the decrease of family income, commercial vehicle borrowers can't repay on time due to the risk of the whole transportation market and industry policies, and the expected income is reduced or even completely lost, or borrowers can't settle the other party's freight in time due to poor management.

(2) Dealers

1, automobile quality risk. Because dealers don't buy cars through proper channels, but sell cars with quality problems to borrowers, quality affects the recovery of loans.

2, approved the maximum risk loan guarantee limit. At present, most of the automobile consumption loans issued by rural credit cooperatives are guaranteed by dealers. Because the maximum loan guarantee limit is too large, which exceeds the guarantee ability of dealers, it causes invisible risks to credit funds.

(3) Insurance companies

1. Insurance companies use borrowers' vague understanding of insurance clauses and omissions in the loan operation of credit cooperatives to seek exemption or reduction of insurance liabilities when insurance liabilities occur.

2. Some insurance company salesmen take unfair competition means, violate the insurance clauses and shorten the insurance period privately, which leads to the invalidation of insurance and exemption from liability.

(4) Banking business.

1. The pre-lending survey is not true. Due to the shortage of credit personnel, the pre-loan investigation is a mere formality, and the income certificate and asset certificate provided by the borrower are seriously distorted, which has buried hidden risks.

2. Post-loan management is not in place, or there is no post-loan management at all. After the loan is issued, whether the borrower really uses it for purchase, and fails to confirm the engine number, frame number and other information of the purchased vehicle in time; Some loans overdue failed to take corresponding preservation measures in time, resulting in increased risks; Some of the creditor's rights certificates such as contracts and loan collection records are not strictly managed, resulting in missing items. When the loan is risky, claims, lawsuits or other recovery measures cannot be found in time.

Lenders are reminded that before applying for personal car loans, they should fully consider their purchasing power, car purchase situation, insurance regulations and loan policies to avoid unnecessary troubles.

Third, how to control the risks in automobile mortgage?

Any loan has certain risks, so does car mortgage. To apply for automobile mortgage, the borrower should pay attention to risk prevention and control; At the same time, in the process of using money, we should also pay attention to controlling risks. How to control risks specifically? Here is an analysis for everyone. First of all, borrowers try to choose formal lending institutions when choosing institutions. For example, banks, micro-loan work in industrial and commercial registration. Only on this basis can we truly protect our legitimate rights and interests, and once it comes into being, the law can solve it. Because automobile mortgage often produces higher expenses, if you choose a vehicle mortgage loan with a long cycle, you can try to repay it in advance if there is prepayment. After the borrower applies for loan funds, it must be earmarked for special purposes, which can not only ensure the safety of its own funds, but also be responsible to the lending institution. How can banks find that the loan is not used for real purposes in the follow-up supervision and recover the loan in full? When the borrower handles the car mortgage business, he must make a good plan for the fund arrangement, otherwise it will exceed the budget and bring unnecessary repayment pressure to himself. If the actual funds are far less than the loan funds, it is also unreasonable, because the extra idle funds will pay certain interest. In the process of car mortgage application, if the actual cost is more than the original plan. At this time, we should actively adjust the consumption plan and control the budget within the loan amount. This will ensure that the subsequent repayment will not be too stressful. How to use the loan funds correctly and reasonably after automobile mortgage's successful application? Generally speaking, the funds are earmarked for special purposes and do not overspend. So I won't put too much financial pressure on myself.

Four, how to prevent the risk of personal automobile consumption loans

The risk of personal automobile consumption loan is mainly prevented from four aspects: the borrower and the issuing side. Details are as follows:

(1) The borrower.

1, credit risk. Car buyers are a mixed bag, which may be mixed with some people with moral hazard. Due to subjective deadbeat psychology or rational default when the car price falls below the buyer's repayment demand, the loan may be risky.

2. Payment ability risk. Self-use car borrowers can't repay on time due to the decrease of family income, commercial vehicle borrowers can't repay on time due to the complete loss of the whole transportation market and industry policies or poor management of borrowers, and the freight settlement of the other party is not timely.

(2) Dealers

1, automobile quality risk. Because the dealer didn't buy a car and sell it to the borrower through proper channels, the quality affected the recovery of the loan.

2, approved the maximum risk loan guarantee limit. At present, rural credit cooperatives issue automobile consumption loans because the maximum loan guarantee limit is too large and the loan funds cause invisible risks.

(3) Insurance companies

1. Insurance companies use borrowers' vague understanding of insurance clauses and what happens in the loan operation of credit cooperatives to find opportunities to exempt or reduce insurance liability.

2. The public means of insurance violates the insurance clauses and shortens the insurance period privately, resulting in invalid insurance and exemption from liability.

(4) Banking business.

1. The pre-lending survey is not true. Due to the shortage of credit personnel, the pre-loan investigation is a mere formality, and the income certificate and asset certificate provided by the borrower are strictly checked.

2. Post-loan management is not in place, or there is no post-loan management at all. After the loan is issued, whether the borrower really uses it for purchase, and fails to confirm the engine number, frame number and other information of the purchased vehicle in time; Some overdue loans failed to expand in time; Some slackened their efforts and made contracts and loans as omissions. When loans were risky, they could not find out in time to make claims, sue or take other recovery measures.

Before handling personal car loans, you should fully consider your purchasing power, car purchase situation, insurance regulations and loan policies to avoid unnecessary troubles.