The Study of Promoting Whole Batch of Personal Loan

Abstract

The global industry has been rapidly affected by the development of information and communication changing the behavior of consumers The promotion of credit loans by traditional banks is limited by the unfamiliarity of the consumer background and the lack of good business strategies resulting in the frequent occurrence of credit risk and the erosion of profits However credit loans are not only a kind of loans for consumers but also an important source of profit for banks Therefore consumer loan business has become a battleground for bankers In recent years banks have set up consumer loan businesses but The high homogeneity of business has caused the competition to become hot With the price reduction as the main means the yields are getting worse every year and the banks are facing a major crisis in their operations To promote the whole batch of credit loans may be a way to break through the traditional banks to promote credit loans hoping to provide a reference for the future planning of the interbank industry In the past the improvement of credit loans focused on the simplification of the credit process as a hypothesis This study argues that strengthening the internal management of banks and the institutionalization of external marketing can make their overall concept more concrete Because this study uses case-based research institutionalized internal management and external marketing with accumulated experience supplemented by STP and 4P theory to explore the results of case performance After the case was actually operated by the case bank the analysis results obtained the following conclusions and recommendations: 1 The operation of internal management and institutionalization of external marketing will affect the performance of cases 2 The promotion of the entire batch of credit loans is conducive to the integrated marketing of the financial holding company business group and enhance the competitive advantage 3 Continuous accumulation of marketing experience can help to improve the success rate of cases Keywords: Consumer Loans Whole Batch of Credit Loans Internal Management Institutionalization of External Marketing

Date of Award	2019
Original language	English
Supervisor	Dung-Chun Tsai (Supervisor)