The most common personal loan marketing channels of banks mainly include cooperative unit marketing, network agent marketing and online banking marketing.
I. Institutional marketing of loan outlets
The classification of outlet marketing includes omni-directional outlet marketing channels, professional outlet marketing channels, high-end outlet marketing channels and retail outlet marketing channels.
Customer-oriented personal loan marketing model.
Second, online banking marketing
Online banking marketing includes online banking electronic virtual service, operating environment, room opening and other functions, information service function, display and inquiry function, and * * * and business function.
In short, the main functions of online banking are online consultation, online publicity and preliminary acceptance review.
Third, the housing loan cooperative unit marketing.
Cooperative marketing includes individual housing loan cooperative marketing and other individual loan cooperative marketing. Individual housing loan cooperative unit marketing includes first-hand individual housing loan cooperative unit marketing and second-hand individual housing loan cooperative unit marketing. The marketing of other individual loan cooperative units means that commercial banks should strengthen cooperation with distributors, cooperate with distributors, sign cooperation agreements with them, and provide information or recommend customers.
What are the marketing methods?
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Analysis on how to do a good job in loan marketing
First, the introduction of new loan regulations, publicity is not in place. Since the implementation of the "new regulation" of 20 10 loan, the loan management of rural credit cooperatives has been further standardized, and the loan issuance has paid more attention to standardization and policy from the operational process. At the same time, the collection and arrangement of loan information suddenly became complicated, which led to insufficient preparation of some customer information and made it difficult to meet the standard requirements. The efficiency and success rate of credit cooperatives in handling loans have decreased, and even the relationship between customers and credit cooperatives is not harmonious, mainly because credit cooperatives do not publicize the "new regulations" in place and customers do not understand the "new regulations", which has caused the passive situation of credit cooperatives in implementing the "new regulations". Second, the marketing personnel are unprofessional and of low quality. Marketers lack positive marketing ideas and long-term planning. Credit professional knowledge is obviously lacking, and the level of loan risk management and control is not high. The account manager "shouldered the heavy burden" and the new loan regulations were not communicated in place. Third, the concept of marketing team is backward and the marketing consciousness is indifferent. Lenders and loan approvers are worried that borrowers will not keep their promises, and they are seriously "afraid of lending" and "afraid of lending" when issuing loans, and lack the awareness of active marketing. Fourth, the lack of means to compete with peers has caused the loss of customers. With the intervention of commercial banks and postal savings banks in supporting the credit business of "agriculture, rural areas and farmers" and small and medium-sized enterprises, the cheaper interest rate advantage has caused the loss of major customers and gold customers of rural credit cooperatives. Commercial banks use their own advantages to launch some new products or special services suitable for county enterprises. Credit cooperatives are obviously unprepared for the impact on commercial banks and feel powerless. Constrained by the capital system, the loan ratio of credit cooperatives to single-family and related customers is limited, and credit cannot be granted to large customers, which seriously restricts the expansion of credit cooperatives' business. Fifth, the loan marketing assessment and incentive mechanism is not perfect. The assessment of marketers is general. Marketers lack the pressure of loan marketing and lack initiative and enthusiasm in their work. At the same time, the assessment indicators of risk prevention and control are not scientific and objective, and the assessment of credit asset safety indicators is somewhat one-sided, with asymmetric interests and responsibilities. Sixth, the internal management mechanism is not scientific enough. With the standardization of credit business of credit cooperatives, the loan process and operation tend to be rigorous, but credit cooperatives have both high-end customers and low-end customers, which is difficult to adapt for a while. Some thoughts on loan marketing, and gradually improve the credit management system of loan marketing. First, effectively unblock lending channels, mainly developing loan varieties suitable for market demand, so that loan varieties cover all levels and meet market demand. The second is to correctly handle the dialectical relationship between business development and risk prevention. Strengthen market risk awareness as the premise of loan marketing, improve the credit risk prevention mechanism, formulate a scientific accountability system, pay attention to distinguish between illegal lending, decision mistakes, natural disasters, market changes and other different situations, determine the corresponding responsibility standards, implement the unity of loan accountability and exemption, overcome the "loan phobia" of credit personnel, and fully mobilize and improve the enthusiasm of loan marketers. The third is to formulate a scientific and convenient loan operation process. Innovate loan varieties according to local conditions. First, loan varieties should have their own characteristics, not different varieties without qualitative differences. Different loan varieties should have their own "selling points" in terms of term, interest rate and preferential degree. Second, it is necessary to change the single function of loan varieties and not copy the ready-made products of other banks. It is necessary to develop more loan varieties suitable for the development of rural credit cooperatives to meet and suit different loan projects, such as "consumer loans for civil servants" and "joint loans for individual industrial and commercial households". Strengthen marketing training and quality education of the team. First, carry out various forms of loan marketing training courses to improve the marketing skills of employees, and truly realize the transformation of loan marketing from seasonality to efficiency and from task to development, and the transformation of loan management from passivity to initiative. The second is to improve the quality of loan marketers. Through professional ethics education, ideal pursuit education and financial laws and regulations education, improve the professional ethics and ideological level of marketing personnel, and improve their initiative and creativity. Improve the assessment and incentive mechanism, and enhance the work initiative of marketing personnel. First, establish a marketing assessment mechanism corresponding to rights, responsibilities and interests, and assess marketing personnel scientifically. Second, to overcome the fear of loans, we should cut off the loan stock from the incremental old and new, and reasonably determine a risk degree according to the actual situation. Where loans are issued in strict accordance with the credit principle and procedures, personal responsibility for the losses caused by risks shall be investigated. The third is to allocate tasks reasonably according to the characteristics of the environment and personnel, and the task allocation and assessment should be scientific and reasonable. The fourth is to establish a risk margin system for account managers. According to the loan marketing and interest income, certain risk protection funds are extracted to solve the non-performing loans issued by account managers, or to reward account managers and safeguard their certain economic interests. Optimize the marketing environment and build a loan marketing platform. First, establish a customer information management system for marketing loans, so that credit marketers can fully understand the information of target markets and target customers. The second is to improve work efficiency and reduce the loan cost of borrowers. Formulate the accountability system for the examination and approval of marketing loans, adhere to the twice-weekly loan examination and approval system, and overcome the phenomenon of dragging, blocking and pressing loans. Third, coordinate and strive for various preferential policies of various administrative departments or units on loan registration fees, reduce customer financing costs, and promote the rapid growth of loan marketing.
What are the marketing methods of commercial bank loan business?
Hello, the marketing methods of commercial bank loan business are as follows:
Market management concept
The actual needs of customers
Market adaptability and elasticity
Establish marketing concept
A good method of loan marketing
The first is to choose customers. Choosing a loan customer means choosing the market and opening up the market, mainly from: 1. The customer's industry. When choosing customers, we should pay attention to the prospect of their industry and tend to cultivate developing enterprises. The second is the customer's own situation and loan purpose. Whether the loan can be recovered as scheduled will be decided according to the customer's credit status, credit history and personal morality.
To complete the understanding of customers and projects, our account managers should do the following: first, interview, that is, effectively identify customers, understand the real use of loans, investigate the borrower's credit status and repayment ability, ensure the authenticity of loans, and effectively prevent loan risks. The second is credit investigation, that is, the customer's credit status, to determine whether the customer's loan application conforms to the credit policy of rural commercial banks. Credit evaluation usually adopts five criteria: personal morality, repayment ability, capital situation, business environment and guarantee situation. Third, financial analysis, including the accounting statements and other relevant materials of the enterprise, analyzes and evaluates the past and present profitability, operating conditions, solvency and growth ability of the enterprise from the aspects of financing, investment, operation and distribution.
The second is to cultivate customers. From the management point of view, we are more inclined to cultivate potential long-term partners. To be an excellent account manager, you should not only be an investment and financial adviser to customers, but also be a right-hand man to customers. You should also be a "think tank" for clients' career growth and know all aspects of their life, work and career.
The third is innovative products. From the marketing point of view, loans need new products constantly, but the variety of loan products is relatively stable, but this does not prevent us from flexibly arranging loans according to customers' needs, or even tailoring loans for customers; Appropriate loan structure arrangement is no less than creating new loan varieties, which is very important for loan customers to repay loans on time.
The fourth is overall management. In terms of business content, it not only creates new loan varieties for customers to better meet their needs, but also provides a good opportunity to create more business opportunities in the loan negotiation process with customers. In today's increasingly competitive financial services market, it is very important to cross-sell other banking products and services. For example, customers need to use corporate online banking, personal online banking and mobile banking for remittance. If loan customers promote their products, they can promote them on our online banking merchant platform, and tap the upstream and downstream customers of loan customers, which may create a new customer.
How to Market Loans of Rural Commercial Banks Quickly
Over the past 30 years of reform and opening-up, both the economic system and the economic structure in the vast rural areas of China are constantly changing with the deepening of reform. Because it is rooted in "agriculture, countryside and farmers", the credit marketing markets of rural credit cooperatives and rural commercial banks are constantly changing. In recent years, the credit market has changed from seller's market to buyer's market, and the concept of loan marketing has also been introduced into the daily operation of rural commercial banks. However, due to historical reasons, there have been many difficulties in the credit marketing of rural commercial banks. If an effective breakthrough cannot be made, it will seriously affect the development of rural commercial banks after the reform. This paper attempts to explore a benign development path of loan marketing by analyzing the current predicament of loan marketing in rural commercial banks.
First, the difficulty of loan marketing
(A) after the implementation of the "new regulations" on loans, the publicity is not in place, resulting in passive marketing. Before the implementation of the "new regulations" on loans, the credit management mode of rural credit cooperatives has always been to manage loans with an iou, so the process of loan issuance and approval is very simple, and this extensive business model has also brought great risks to rural credit cooperatives. Since the implementation of the "new regulations" of 20 10 loan, the loan management has been further standardized, and the loan operation process has been standardized and policy-oriented. At the same time, the collection and arrangement of loan information becomes complicated, which leads to insufficient preparation of some customer data and it is difficult to meet the standardization requirements. At the same time, the efficiency of rural commercial banks is also lower than before, which leads to the disharmony with customers. There are often some individual industrial and commercial households and manual workshop owners with good reputation. Because of the complicated procedures, small loan amount and short turnover period, they take private lending channels. Because customers don't understand the "new regulations" of loans, they are in a passive position in marketing during the implementation of the "new regulations".
(2) The main body of rural economy has changed, and the supply and demand market is asymmetric. After the contract responsibility system, the rural area basically takes "one household" as the economic unit, but in the past decade, especially after the implementation of land transfer, the main structure of rural economy has changed greatly. With the integration of primary and secondary industries, the traditional farmers who mainly plant and breed have basically disappeared. The main source of income for some families is the income from migrant workers; The main source of income of some agricultural courts is business. New economic entities such as family farms, farmers' professional cooperatives, "farmers in company bases" and "farmers in farmers' professional cooperatives bases" constitute new economic units in rural areas. The old economic model has been broken, and the new economic subject is still very mature, thus forming the contradiction of asymmetric supply and demand in the market. First, in the past, the practice of buying pesticides, fertilizers and seeds by one household basically did not exist; Second, the new rural economic organization has a weak foundation and uncontrollable risks, which makes it difficult to meet the preconditions of rural commercial banks' loans. Some organizational structures are unstable and may be dissolved at any time; Some were shell enterprises when they were established, just to attract financial support from the state; Some have a weak foundation and can't come up with collateral that meets the requirements of the bank. As a result, the supply and demand markets are asymmetrical, and the rural credit market is gradually shrinking.
(C) Credit officers lack the ability to control the risk of loan marketing. First, credit officers lack the concept of active marketing. Marketers don't have a long-term plan, they just push to meet their daily work. They didn't study in depth how to market and expand business channels. In most cases, they just passively copy and follow the instructions of the leaders. Second, the lack of professional credit knowledge, loan risk management and control level is not high. The current reality is that "a mortgage will be stable when it arrives." Due to the limitation of the knowledge structure of loan officers, few people seriously study various related factors of the industry in which borrowers are engaged, such as national industrial policies, business environment, upstream and downstream market trends, development prospects of industries and products, and market life of products. Third, the division of labor of credit personnel is still in a state of "one pot cooking". Account managers have both the task of marketing loans and organizing deposits; It is necessary to act as an agent for counter business, take the marketing task of e-banking as the "universal oil" of financial institutions. It is precisely because of the diverse tasks and multiple goals that I can cope with everything and am not good at anything. Some account managers can't write a qualified loan investigation report, let alone analyze the loan risk points and effectively control the loan risk.
(4) Unreasonable institutional setup and lack of R&D team for loan products. Since the implementation of the "new regulations" on loans, the only change in the management of rural commercial banks is to divide loan issuance and approval into foreground and background, and set up business department, credit management department and risk management department. The business department is responsible for the preliminary investigation and business statistics of loans, the credit management department is responsible for the review and follow-up management of loans, and the risk management department is responsible for the review of loan compliance and policies, as well as the management and collection of non-performing loans. The research and development of credit products suitable for market demand is basically blank. Because of this, it is difficult for the credit products of rural commercial banks to have an impact on other commercial banks and attract the target customers. In this way, the process of loan marketing is passive everywhere
(E) Lack of information platform for loan marketing. Marketing is an activity that brings economic value to customers, partners and the whole society in the creation, dissemination, dissemination and exchange of products. Then there are several elements in marketing activities that must be clear. One is to bring economic value to the marketing target, and the other is that marketers should know the performance of their own products, operation methods, the advantages of similar products of other companies and the needs of target customer groups. Third, we need to know how big the target customer group of similar products in this region is, the proportion of customers who use similar products from other banks and the existing market space, as well as the market space that can be seized through product performance promotion. Fourth, we should put forward the idea of developing new products through market research. Although rural credit cooperatives have realized the transformation to rural commercial banks, the construction of market information platform has been blank. The function of the current market development department is only to organize deposits, but it has not played a role in integrating market information through active market research. Without the support of a strong information platform, credit marketing has great blindness in product research and development, price determination and target market search.
(VI) The loan accountability mechanism is unscientific, which objectively dampens the enthusiasm of loan marketers. As the tolerance of the banking supervision department for credit risk is getting lower and lower, the responsibility of rural commercial banks for loan risk is becoming more and more strict, which has played an obvious positive role in improving the quality of credit assets and effectively promoting the growth of operating efficiency. However, due to the failure to form a scientific accountability mechanism in the process of loan risk accountability, it also objectively dampened the enthusiasm of front-line marketers for loan marketing. First, only look at the results, not the process. As long as the loan results in bad debts or losses, the responsible loan officer will immediately implement a series of punishment measures. The second is the accountability of non-performing loans, without considering the policy environment when loans are issued. Due to historical accumulation, there are many complicated reasons for the formation of existing off-balance-sheet non-performing loans in rural commercial banks, some of which are caused by policies at that time, some are caused by mistakes made by decision makers, and some are caused by credit personnel seeking personal gain. Not distinguishing between different situations will objectively make credit managers feel "afraid of lending". Third, accountability does not pay attention to the analysis of operational errors in the loan process. Loan marketing is different from other commodity marketing. As long as the money and commodity transactions are successful, other commodity marketing can be broken up. Loan marketing is a long-term operation process from loan acceptance, investigation to loan principal and interest recovery. In the whole process of loan operation, as long as one process is found to be careless, the loan may be risky. Once there are bad debts and risks in the loan, it is not conducive to summing up the lessons of failure in the work and making the front-line marketers feel "afraid of lending" without carefully analyzing the reasons. Front-line marketers are both "afraid of loans" and "afraid of loans", and active marketing of loans can only be a fantasy.
Second, the loan marketing countermeasures
On the basis of analyzing the difficulties of loan marketing, rural commercial banks should take corresponding countermeasures and establish a good loan marketing mechanism and a non-performing loan accountability mechanism.
(A) to increase the publicity of the new loan provisions, and create a proactive marketing situation. First, combined with the publicity of Sunshine Credit Project, the market access conditions of various loan products, especially Fuxiang Convenience Card, will be made public. Take the business hall as the main propaganda position, print leaflets and put them in the appropriate position in the customer waiting area for the convenience of customers. The second is to make a list of all kinds of loan information that customers should provide and distribute it to customers with loan intentions, so that they can actively prepare the corresponding loan information and improve work efficiency. The third is to disclose the handling process and time limit for all kinds of loans. In this way, customers who are interested in borrowing can clearly know which loan products of the rural commercial bank are beneficial to them, which loan products can only suit them according to their physical conditions, what information they should provide to the rural commercial bank, what procedures they should go through, when they can get the loan and what interest rate they should bear. Only by letting customers know about banks and their own customers can we realize barrier-free and effective communication between banks and customers and activate the passive situation in loan marketing.
(2) Strengthen the credit market investigation and create a powerful information platform to provide effective support for loan marketing. As the saying goes, "Know yourself and know yourself, and you will win every battle." The military theory in Sun Tzu's Art of War still shines brilliantly in our loan marketing. Under the current circumstances, the business purpose of rural commercial banks is still to serve "agriculture, countryside and farmers" and county economic development, so our main target market is still small and medium-sized enterprises in rural areas and counties. After the target market is clear, we must carefully understand the market and study the changes and competition of the market. Provide strong information platform support for loan marketing. First, strengthen the market research and demonstration function of financial product research and development of the market development department and build a professional team. Second, it is necessary to strengthen the communication between market management and supervision departments, establish a database of individual industrial and commercial households and small and medium-sized enterprises within the jurisdiction, and fully understand the industry, business scale and legal operation of all production enterprises and merchants in the city. Thirdly, on the basis of establishing a database, customers are subdivided according to regions and industries, and an account manager contact system is established door by door, so that customers' preferences for financial products and demands for financial services can be seen at a glance. Then, according to the market demand, research and demonstrate financial products that have an impact on the same industry to seize the market peak. Fourth, seriously study the changes of rural financial demand and actively explore the credit support model of the whole agricultural industry chain. With the development of agricultural scale, the importance of industrial chain finance in the future rural financial competition is increasingly apparent, and the next rural financial competition is the competition of industrial chain finance. Therefore, on the basis of careful investigation and study, we should grasp the key links of the industrial chain, guide the upstream, downstream and financial demand markets of the whole industry, and firmly grasp the right to speak of the whole industry.
(3) Strengthen the professional quality training of credit personnel, and improve the loan marketing ability and risk management and control ability. The career of loan officer seems simple, and it seems that everyone can do it. In fact, not many people can really do it well. The characteristics of this industry require high quality personnel. To be a good loan officer, you must have four abilities. First, the ability to learn professional knowledge. Bank credit analysis needs not only microeconomic theory knowledge, but also macroeconomic theory knowledge and some common sense of economic laws and regulations. Generally speaking, it is necessary to accurately grasp the family's economic development trend, industrial development planning and industrial adjustment direction; In short, it has the ability to control the operating environment, technology and management capabilities, market life, profit model, asset structure and asset quality of the borrowing enterprise. The second is writing ability. One of the main tasks of credit officers is investigation and research, and the carrier of investigation and research results is investigation report. Pre-lending investigation requires pre-lending investigation report, in-lending review requires in-lending review report, and post-lending inspection also requires post-lending inspection report. Without a certain comprehensive induction ability, it is impossible to communicate information effectively in the process of loan operation, and it is difficult to ensure the scientific and effective loan decision. Third, the ability to communicate with customers accurately. As a credit manager, we should not only issue loans well, but also publicize the financial policies of the party and the state. If customers can't effectively understand the financial policies and laws and regulations of the party and the country, as well as the role of industry policies and loan varieties, it will be difficult to achieve the purpose of effective loan marketing. The fourth is the ability to judge by observing words and feelings, that is, by interviewing customers, to roughly judge customers' credit tendency, asset quality, repayment willingness and so on. In the complicated market competition of rural commercial banks, if credit marketing is to be invincible, it is necessary to strengthen the cultivation of four abilities of credit personnel. The improvement of professional knowledge, legal knowledge and comprehensive writing ability depends on the combination of centralized training and self-study, and it is necessary to establish a mechanism for centralized training, limited training, examination and elimination. Communication ability and judgment ability are accumulated and precipitated by long-term work, and the cultivation of this ability can only be quickly formed through the exchange of experience between credit personnel. Therefore, a smooth communication mechanism must be established, and each credit manager must submit a loan case analysis report or loan marketing experience to the credit management department every quarter. For those with higher quality, you can choose to publish them in some internal journals for learning and communication. Only by establishing effective training and communication mechanisms and providing effective human resources support for credit marketing can rural commercial banks realize the counterattack of loan marketing in a complex competitive environment.
(D) Establish a scientific and reasonable loan risk accountability mechanism and a "fault tolerance" mechanism to eliminate the "fear of lending" and "fear of lending" psychology of front-line marketers. The purpose of loan risk accountability is to crack down on illegal and dereliction of duty in the credit field and maintain the normal order in the credit field. It is by no means to make front-line credit managers "talk about loans". By establishing a scientific accountability mechanism, we should not only bring credit management into the track of legal compliance, but also protect the enthusiasm of credit personnel in marketing loans. First, we should put an end to the simple and rude accountability practice of asking only the results without asking about the process. Through the verification of loan files, the wrong behaviors and responsibilities that form loan risks are implemented in every process of loan operation, and the subjective and objective reasons for the formation of loan risks are carefully analyzed. Those who violate laws and regulations or seriously neglect their duties should be investigated and punished according to laws and regulations, and there should be a corresponding "fault-tolerant" mechanism for risks caused by unforeseeable objective reasons. Second, the stock of non-performing loans during the credit cooperative period should be cut off from the old and the new. Since the establishment of 1952, rural credit cooperatives have experienced many historic changes. Due to the different credit policies, business environment and management methods in different periods, some non-performing loans have been formed. If this part of non-performing loans are all the responsibility of the responsible loan officer according to the current accountability method, it is obviously unfair. We should distinguish between specific situations, verify the reasons for the bad formation, and give corresponding legal sanctions and disciplinary sanctions to those who violate the law. For non-performing loans caused by credit policies and leaders' mistakes in decision-making, it is necessary to carefully analyze and adjust policies, and front-line employees should not be held responsible for policy and decision-making mistakes. Only in this way, the accountability of loan risk has not only cracked down on the illegal and dereliction of duty in the credit field, but also eliminated the negative psychology of credit managers who are "afraid of agency" and "afraid of lending", so as to fully mobilize the enthusiasm of front-line employees in loan marketing and create a new world for loan marketing of rural commercial banks.
This concludes the introduction of loan product marketing activities and loan marketing activity scheme templates. I wonder if you have found the information you need?