J联社个人信用消费贷营销策略优化研究  

Research on Optimization of Marketing Strategy of J Union Personal Credit Consumer Loan

作　　者：田雪莲 许振寰 

机构地区：[1]黑龙江科技大学管理学院,黑龙江 哈尔滨

出　　处：《现代管理》2024年第7期1703-1711,共9页Modern Management

摘　　要：本研究以J联社为例,通过问卷调查法详细调查了J联社个人信用消费贷目标客户的基本情况及其对于个人信用消费贷各方面要素的需求及态度。调查发现,J联社的个人信用消费贷业务尚有一定提升空间,在销售策略、价格策略、促销策略以及渠道策略方面存在一定问题,需要进行优化。针对这些问题,本研究提出了数条优化建议,包括优化风险审核体系、多渠道推动产品销售等。本研究对于J联社市场竞争力及客户满意度的提升具有一定现实意义,同时也能为我国农村信用社个人信用消费贷业务的发展提供参考。This study takes J Union as an example, and investigates the basic situation of target customers of personal credit consumer loan and their demands and attitudes towards various aspects of personal credit consumer loan through questionnaire survey. The survey found that there is still some room for improvement in the personal credit consumer loan business of J Union, and there are some problems in the sales strategy, price strategy, promotion strategy and channel strategy, which need to be optimized. In view of these problems, this study puts forward several optimization suggestions, including optimizing the risk audit system and promoting product sales through multiple channels. This study has some practical significance for the improvement of market competitiveness and customer satisfaction of J Union, and also provides reference for the development of personal credit consumer loan business of rural credit cooperatives in China.

关 键 词：个人信用消费贷 营销策略 农村信用社 

分 类 号：F83[经济管理—金融学]