我国商业银行发展消费信贷业务的目标客户分析  

The target-consumer analysis for the consumer-credit market in china

作　　者：包乐磊[1] 张婷[1] 

机构地区：[1]西北工业大学人文与经法学院,陕西西安710072

出　　处：《河北大学学报（哲学社会科学版）》2008年第4期42-45,共4页Journal of Hebei University(Philosophy and Social Science)

摘　　要：本文从战略选择的角度研究我国消费信贷市场的可持续性发展问题。首先从我国消费信贷的发展现状入手,指出当前我国商业银行所实施的大量营销的发展策略已不能满足消费者动态的、多样化的金融需求,目标市场营销应是我国商业银行应对外资银行竞争客户资源的战略选择。因此,本文对我国消费者的现实消费行为进行分析,对消费者进行了分类,根据预期收入理论指出了我国商业银行发展消费信贷的目标客户群,并对不同目标客户群的消费结构、消费需求、消费心理进行了具体研究,最后针对不同的目标客户群提出了不同的消费信贷产品组合策略。This paper studies the constant development of consumer-credit market from the angle of the strategic choice. On the basis of analyzing the current situation of our country＇s consumptive credit, this paper points out the mass-marketing strategy implementing by the commercial banks can＇t meet the consumers＇ dynamic and diversified financial demands, the target marketing should be the used to tackle the competition with the foreign banks. Consumers are divided into different types according to consumer analysis. According to the expected income theory, the paper points out the target consumer groups in this market, and researches on the consumption structure, consumption demand, and consumer psychology of different target consumer groups. Finally different consumptive credit products should be offered for different target consumer groups.

关 键 词：商业银行 消费信贷 目标客户分析 

分 类 号：F124.7[经济管理—世界经济]