The new wave of financial crisis that shocked the world has caused a re-examination of bank credit from the political circles to the industry and the general public. The banking industry has developed from a single deposit and loan model to a complicated and even dazzling height. Development pattern. There are dozens of products that prevail in our local consumer credit market. Such a complicated product is not a customer, but the account manager is also quite blind. The marketing management innovation of consumer credit in the new market environment will become a high concern of the industry. Question.
The higher the level of social development, the high level of social division of labor, which has given birth to the fundamental revolution of people's consumption concept. From building a house to dividing a house, and then saving money to buy a house, now people understand that it is possible to borrow money in advance to enter the dream. The house, the car in the dream can also enjoy the convenience and fun of driving without saving money. Consumer goods, luxury goods, dining, travel, etc. can all be easily financed from the bank. This change of concept gives us the bank consumer credit belt. The opportunity has also brought pressure. This time the financial crisis occurred caused by the excessive flood of consumer credit. Therefore, we have to ask whether the development of consumer credit is reasonable? Is marketing of consumer credit necessary?
The process of marketing management is a cyclical whole process from research, research and development, product, pricing, channel, distribution, promotion to after-sales to research. It is considered that the marketing of products that are not recognized by the market is forcibly sold to consumers. The history of the bloodshed, from the three plants to the Jianlibao, the history gave us a hint: marketing management must be systematic, targeted, and integrated. The same is true in the consumer credit market. There is blindness behind the prosperity. Market data shows that the market that loses the market must be a blind competitor. Banks choose high-quality customers, and customers should choose banks that are convenient and convenient. However, the market is so difficult for us to find high-quality customers. So, the systematic management of consumer credit can achieve a global position in the market. .
Consumer credit marketing management emphasizes from a social perspective, focuses on the market, pays attention to potential quality customers, and avoids the competition of mature and high-quality customers. The leaders of certain bureaus have long-term loans with local banks for decades, which greatly exceeds the husband and wife. Repayment ability, but it is still the goal that the public loan institutions are striving for, so such a target customer is better to focus on the potential customers with long-term repayment ability in the credit blank. Take our local area as an example. The four major state-owned banks occupy 80%-90% of the market. However, each has different competition strategies. The phenomenon of blind obedience in competition is serious. The market data released on January is a compass that can guide marketing strategies. Seeing the disadvantages of the property, swarming up, increasing marketing efforts, developers stationed, advertising, promotion and other series should be reused, and potential markets, potential customers have not received attention, at least no one Think seriously about where they are. The inferior customers of ten years ago have now become the target of public criticism. After ten years, the quality customers are still the best.
Product development and policy development should be based on customer needs, develop products and policies that meet customer needs, truly consider the use of funds, and on the basis of effective risk control, increase incentives to attract quality customers. The choice of channels and distribution should be the most important. The customers at home are important, and the high-quality software and hardware services are also indispensable. But if you really get the big cake in the market, you must go out and boldly let go of research, public relations, and get the intention. After strictly controlling the risk, one-tenth of the loan intentions received by one hundred met the risk control requirements and reached the goal of marketing. At the same time, the latter part of marketing management, post-loan management should not only pay attention to repayment, but also focus on the feedback of consumer loan utility information, reflect to the R&D department at a faster rate, modify or formulate new loan-releasing policies and products. The unchanging products will definitely fall behind in the ever-changing market, and its functions and efficiency will be greatly reduced. Time and efficiency have become the bottleneck of modern marketing management, as well as consumer lending marketing.
There must be reasonable and even crazy opportunities in the crisis. Grasping it will seize the pulse of the market, rationally diagnose, and cure the disease, win the market's forward position and lead the competition.
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