Loan product marketing scheme case loan product marketing scheme

What are the marketing strategies of personal loan customers?

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 Republican 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.

Loan sales skills

Marketing is very important for credit managers, besides business ability, marketing is also very important, otherwise a series of combinations can not be made; Having customer resources, but not marketing, will only make customers think that you are unprofessional, so for credit salesmen, the following three mistakes can be avoided in the marketing process.

1

Not familiar with the bank's credit products.

As the saying goes: know yourself and know yourself, and you will win every battle. But now many credit managers have a problem, that is, they know little about the bank's credit products except their own products.

In fact, the products that can apply for loans on the market are not complicated, and there are not so many product lines. It is nothing more than wage credit, business credit, real estate credit, social security provident fund credit, mortgage vehicle credit, policy credit, secondary mortgage of real estate, automobile mortgage, corporate financing and so on. As long as the credit manager summarizes the business for customers, he can find the commonness of credit products.

2

Do not understand the needs of customers.

Understanding the needs of customers has become a commonplace topic. However, in the actual credit business, there are indeed many credit managers who don't know the needs of customers thoroughly enough. After a general understanding of customers' ideas, they began to ask customers to submit information and take the loan process, but this practice has certain risks.

Without a thorough understanding of customers' needs, the risks of banks will not be well controlled, and unreasonable situations may occur when designing credit schemes for customers.

As a professional credit manager, when doing credit business, you should understand that you are not lending for the sake of lending, but taking it as your responsibility to help customers solve the financial problem. If a credit manager doesn't even know the needs of customers, how can he design a set of credit service schemes suitable for customers?

three

The customer loan scheme is not reasonable enough.

The loan scheme is actually a fund matching scheme, which is easy to understand. How to design a reasonable credit scheme if you don't understand the needs of customers and the credit products of banks?

Generally speaking, a credit plan includes three steps:

1. Know the customer: qualification, capital demand, capital demand time, etc.

This link is mainly to help credit managers judge the attributes of customers and make financing plans.

Specifically, it mainly includes the following customer information:

Basic customer information: customer's name, ID card, spouse's name, ID card, date of mobile phone, applicant's mobile phone, business, company name, registration number and address of business premises.

Customer data list: identity data, work data, asset data, income data, residence data and social status data.

2. Make a financing plan: This step is to provide customers with a reasonable fund matching plan according to their needs and your understanding of their needs, which can reflect the professionalism of the credit manager.

3. Application: The customer starts to apply after matching the fund plan, which mainly reflects the service efficiency of the company.

In the whole credit business, the marketing performance of credit managers is often determined by internal and external factors, but the subjective initiative of credit managers largely determines the quality of marketing.

What are the common ways to promote loans?

The common way to promote loans is to build a standard interface, and let users (agents) spontaneously develop the next level of users (agents) through the invitation rebate model.

Customer types include active door-to-door customers and independent marketing customers. Generally, customers who take the initiative to come to the door may be in urgent need of loan funds. When such customers come to the door, they are likely to have prepared their business premises, products, sales prices, orders and employees, creating a seamless trap. Therefore, we must have a high awareness of risk prevention for such customers.

In-depth understanding of various laws and regulations, regulatory requirements, rules and regulations, etc. , constantly dabble in credit books, persist in learning, be good at communication, constantly sum up and master comprehensively, and apply what you have learned flexibly to your work, so as to identify risks, improve performance and expand resources.

Loan promotion:

For self-marketing customers, the account manager needs to know the customer's business situation in advance through peripheral information and strange visits. Make full marketing preparations, judge the possibility of lending, and then arrange a negotiation time and interview with customers.

Confirm the accuracy of your judgment through the interview. If it meets the requirements, you should collect information face to face to ensure the authenticity of the information, avoid collecting information repeatedly, and make customers distrust their business ability.

What are the marketing methods?

Hello, there are many ways to apply for a loan. You can apply for a loan from the bank by mortgage. A more convenient way is to apply for a personal credit loan. It is recommended that you choose a formal platform when applying for a loan to better protect your personal interests and information security.

I recommend you to use the money flower, which is a credit service brand under Du Xiaoman Finance (formerly Baidu money flower, renamed as "money flower" in June 2065438+08). Big brands are reliable and trustworthy with low interest rates. The money is spent-full of easy loans, the maximum loan amount is 200,000 (click the official calculation), and the daily interest rate is as low as 0.02%. It has the characteristics of simple application, low interest rate, fast loan, flexible loan repayment, transparent interest rate and strong security.

Share with you the application conditions for rich flowers: the application conditions for rich flowers are mainly divided into two parts: age requirements and information requirements. 1. Age requirement: 18-55 years old. Special note: if you have money to spend, you refuse to provide college students with consumer installment loans. If you are a college student, please give up the application. Information requirements: You need to provide your second-generation ID card and your debit card during the application process. Note: the application only supports debit cards, and the application card is also your loan bank card. My identity information needs to be the second-generation ID card information, and cannot be processed with temporary id card, expired ID cards or first-generation ID cards.

This answer is provided by Youhuahua, please borrow it reasonably according to your needs. Specific product-related information is subject to the actual page of Youhuahua official APP. I hope this answer is helpful to you. Click on the bottom of the phone to measure immediately! The maximum loanable amount is 200,000.

Model essay on marketing planning of bank wealth management products

With the social progress and economic development, the income level of residents has been continuously improved, and the awareness and demand of financial management have also increased accordingly. Wealth management products have gradually become a new investment choice for people and a new profit growth point for commercial banks. Then the following is the relevant content of the model essay on the marketing scheme of bank wealth management products that I have compiled. Please refer to.

Model marketing plan of bank wealth management products Article 1

I. Introduction

Bond funds, also known as bond funds, refer to funds that specialize in investing in bonds. By concentrating the funds of many investors, we can make portfolio investment in bonds and seek relatively stable returns. According to China's classification standards for fund categories, bond funds refer to funds in which more than 80% of fund assets are invested in bonds. Bond funds can also put a small amount of money into the stock market. In addition, investing in convertible bonds and issuing new shares are also important channels for bond funds to obtain income.

Second, the market environment analysis

(A) Analysis of the industry situation

From the development of global fund industry, after 1980s, with the rapid growth of the world economy and the rapid development of global economic integration, and inspired by the experience of developed countries such as the United States in promoting the healthy development of capital market, some developing countries also realized the importance of the fund industry, generally took a positive attitude towards the development of the fund industry, and successively formulated a series of laws and regulations, which enabled the fund to be widely developed worldwide. According to the American Association of Investment Companies (ICI), by the end of 20xx, the global mutual fund assets had reached 18.97 trillion US dollars, and China has become the tenth largest fund market in the world.

(2) Analysis of market conditions

Securities investment fund is an investment mode with centralized funds, professional financial management, portfolio investment and risk diversification. On the one hand, raise funds for investors by issuing fund shares; On the other hand, the raised funds will be invested in the capital market through professional financial management and diversified investment. Its unique institutional advantages promote its continuous development and growth, and its position and role in the financial system are also rising. 1In March 1998, southern fund Management Company and cathay pacific fund Management Company initiated the establishment of two closed-end funds, namely Kaiyuan Fund and Jintai Fund. Since then, various fund companies have launched many funds. For example: Galaxy bonds of Galaxy Fund and investment capital of China Merchants Fund.

(3) competitor analysis

1, analysis of major competitors:

By the end of 20xx, there are 60 fund management companies in China, all of which have their own unique fund varieties. From the point of view of the funds sold, almost all of them are open-end funds, which are also divided into stock type, hybrid type, bond type, capital preservation type and ETF type. Due to the global financial crisis, bond funds are a better choice as relatively low-risk funds.

2. Analysis of other competitors:

Stocks: Affected by the global financial crisis, the Shanghai Composite Index has been floating around 2800 points since it fell below the 3000 mark, with big ups and downs, high risks and unstable returns.

Insurance: It has the dual value of ensuring life and economic returns, but the insurance period is too long, and the principal will be lost if it is withdrawn in advance.

Savings: low risk, flexible and diverse ways, simple and convenient, and relatively low income.

(4) Enterprise situation and product analysis

China Merchants Fund Management Co., Ltd. was approved by the Fund Department of China Securities Regulatory Commission on February 27th, 2002.

[2002] 100 was approved to be established, and it is the first Sino-foreign joint venture fund management company in China. The company is jointly invested by China Merchants Securities Co., Ltd. and Ingassetmanagement TB. 5. (Dutch investment), CLP Finance Co., Ltd., China Huaneng Finance Co., Ltd. and COSCO Finance Co., Ltd. The registered capital of the companies is RMB160 million yuan (65,438+060,000,000 yuan), of which China Merchants Securities Co., Ltd. holds 40%, Dutch investment holds 30%, and the other three finance companies each hold 30%.

China Merchants Securities Co., Ltd., the main Chinese shareholder of the company, was established in July of 199 1, and is one of the earliest national comprehensive brokers. The registered capital of the company is 2.4 billion yuan, and there are 32 sales offices all over the country, and all the business indicators rank among the top ten domestic brokers.

Dutch investment, the foreign shareholder of the company, is a wholly-owned subsidiary of ING, specializing in asset management. ING Group is one of the largest diversified financial groups in the world. Its financial service network covers more than 60 countries around the world and is active in the fields of banking, insurance and asset management. 1 15000 employees of ING group provide comprehensive financial services to more than 60 million customers around the world through their rich global experience. According to Fortune magazine's ranking of the world's top 500 enterprises in July 2004, ing Group ranked 1 in terms of assets and profits, and 12 in terms of asset value of the world's largest enterprise. According to Forbes magazine's ranking of 2,000 global enterprises in April 2004, ing Group ranked 12 in terms of sales, profitable assets and market value.

Based on the business philosophy of "integrity, integration, innovation and Excellence", the company strives to become a professional asset management company with international competitiveness, which is respected by customers, satisfied by shareholders and loved by employees.

China Merchants Anbei Zengli Bond Securities Investment Fund (hereinafter referred to as the Fund) was approved for public offering by China Securities Regulatory Commission (China Merchants Anbei Zengli Bond Securities Investment Fund Zi [2006] No.99) on May 23rd, 2006. The fund contract of the Fund came into effect on July 1 1 2006. The fund is a contractual open-end fund.

Analysis of product characteristics:

(1) Low risk and low return. Because the investment object of bond fund-bond income is stable and the risk is low, the risk of bond fund is low, but at the same time, because bond is a fixed-income product, the risk of bond fund is low but the income is low compared with stock fund.

(2) Low cost. Because bond investment management is not as complicated as stock investment management, the management fee of bond funds is relatively low.

(3) stable income. Investment bonds have regular interest returns and promise to repay the principal and interest at maturity, so the income of bond funds is relatively stable.

(4) Pay attention to the current income. Bond funds mainly pursue relatively fixed income in the current period, and lack appreciation potential compared with equity funds, so they are more suitable for investors who are unwilling to take too many risks and seek stable income in the current period.

Third, the target market and customer analysis

(A) market objectives

1. Establish and consolidate the brand image of China Merchants Fund Company, communicate effectively with consumers, strengthen emotional ties, and further enhance brand awareness.

2. Strengthen risk management, continuously improve product income and meet customer needs.

3. Ensure the profitability of each customer through professional investment.

4. Explore potential customers and improve financing efficiency.

Fourth, the sales strategy analysis

Because financial products such as funds are not suitable for publicity through public media, the way to establish customers is relatively simple, that is, to promote them in fund companies or their fund custodians.

Of course, the word-of-mouth effect is not restricted by laws and regulations. Therefore, good welfare and high-quality service can become products that people admire and push.

For the approach of customers, the most commonly used methods are introduction approach and gift approach. Because many ordinary people don't have any specific concepts about funds, especially in today's society where financial products are everywhere. If there are too many, they will be very picky. As long as what you say makes them tempted, they will.

Moreover, in the current sales process, some small gifts are often used as rewards for buying products or participating in activities. This is similar to the way adults coax children, and it is also quite effective.

The main purpose of sales negotiation is to let the other party fully understand the advantages of this product, as well as the ability and corresponding performance of the fund manager. These concrete data and examples are more convincing and convincing.

When the sale is completed, the contract is concluded (in fact, the contract of funds and other products is unified, and the idea of taking over is formulated for this contract. ), all possible objection handling methods should be written into the contract in detail to avoid unnecessary in the future.

Verb (abbreviation of verb) scheme design of marketing activities

As mentioned above, products such as funds are not suitable for public media promotion, but the company brand is ok, so I designed the following scheme.

Inviting investment to welcome the Spring Festival, New Year's Day in Fu Lin.

1. Activity time: 20xx65438+February 3 1.

2. Location: China Merchants Pioneer Fund.

3. Purpose: Celebrate 20 1 1 New Year's Day, serve the people, establish public relations, establish a brand and expand sales performance.

4. Contents:

On this day, preferential treatment will be provided. Everyone who comes to open an account will give a souvenir, which will be given at the company welcome party that night. You can attend by ticket.

5. Implementation details:

20xx65438+February 3 1 9:00, February 3 1 You come to our business department to open an account, and we will receive you with the best service. People who come to open an account can have a chance to draw according to the number. We will give lucky citizens gifts to open an account, such as gift oil and souvenirs, as well as the company's welcome party that night. The main purpose of this activity is to welcome New Year's Day in 20XX. We should greet the new year with actions. I hope everyone will have a smooth sailing and a wide range of financial resources in the new year. Mainly to establish a brand image, leaving brand awareness, can bring more benefits and customers.

Model essay on marketing planning of bank wealth management products (2)

1. After the monthly financial sales plan is published, make the financial publicity page of the current month according to the previous format and post it in a conspicuous position of the company.

2. Use the morning meeting and other time to explain to every employee the name, term and yield of the wealth management products sold this time, and distribute publicity pages to every employee, so that customers can make correct answers to their own questions and improve the marketing awareness of all employees.

3. Send short messages to the value customers, inform the financial information in time, and let the value customers know the latest financial information.

4. Make statistics on the wealth management list due in the current month, and call customers one by one to inquire about their purchase intention before the expiration to help them choose the appropriate wealth management products. At the same time, we can also know the flow of customers' funds. Through customers' understanding of other banks' wealth management sales plans and sales methods, we can know ourselves and know ourselves, which is convenient for banks to improve their deficiencies and provide better services.

5. Make records and statistics before and after each sale. Do know fairly well, so as to arrange customers to purchase in an orderly manner on the day of sale, and classify and analyze all kinds of information of customers after the sale.

6. Organize outdoor publicity. Once every two weeks, organize indoor staff to publicize in groups on weekends or after work. Each time, a personal marketing post leads three employees to publicize, post posters in busy areas or high-end residential areas and distribute them, and record the names and telephone numbers of intended customers.

7. In the business room, do a good job in financial publicity and customer promotion, and do a good job in data retention and regular return visits for customers who take the initiative to ask.

In the marketing of financial management, I am good at finding and summarizing. Establish and improve customer files, maintain and deepen contact with customers, communicate with customers regularly, and implement appointment service and tracking service for high-quality customers. Analyze customer information and classify customers. Different customers adopt different marketing methods. Focus on key customers, find other needs that can be tapped through financial management, implement precision marketing, one-stop marketing and public-private linkage marketing, and retain customers with professional services and diverse products, so as to expand the scale of high-quality customers and fully reflect their value, so as to achieve the development goal of win-win with customers.

Model essay on marketing scheme of bank wealth management products

I. Background information

1, introduction of banking products

Chattel (warehouse receipt) pledge business is a more convenient and fast financial service provided by China Industrial Bank. It means that customers pledge their legally owned movable property or warehouse receipts that meet the requirements of the bank, and the bank gives credit to meet their liquidity needs. The credit business under the pledge credit business mainly includes short-term working capital loans, trade financing, discounting, acceptance, commercial paper protection and so on.

Through analysis, it is concluded that Sany Heavy Industry is mainly engaged in R&D, manufacturing and sales of construction machinery, and it is the largest construction machinery manufacturer in China and the sixth in the world. At present, Sany concrete machinery, excavators, crawler cranes and rotary drilling rigs have become the first brand in China. The market share of concrete pump truck, concrete pump truck and full hydraulic roller ranks first in China, and the output of pump truck ranks first in the world. It is the largest concrete machinery manufacturer in the world. Therefore, in order to stabilize market share and expand sales, a special banking product is needed to solve the company's stable purchase and sale channels and ensure the integrity of the capital chain, so it is necessary to deal with financial products of bills. The "chattel (warehouse receipt) pledge custody" product launched by Industrial Bank can meet the requirements of Sany Heavy Industry for this part and can fully meet its liquidity needs.

2. Analysis of competitors

(1)SWOT analysis:

Second, the marketing objectives

Promote the "movable property (warehouse receipt) pledge business" to make the new product business of Industrial Bank more understandable to customers. In order to expand the business scale and improve the reputation of the bank, we pay attention to the innovative development of products, firmly grasp the existing customers, and attach importance to the expansion of new customers, so that other customers with potential needs have enough interest in the bank's products. The initial recognition of the brand of Minsheng Bank has given birth to the desire to buy, and a considerable proportion of them take the initiative to ask customers. Not only that, for Sany Heavy Industry, a group that needs marketing, this product can make the company carry out capital turnover more effectively, use bank funds, realize leveraged procurement, reduce accounts receivable, support dealers to develop together and expand market share; Close relationship with manufacturers and banks, making use of manufacturers' strength, it is easy to obtain bank financing support and enhance competitive sales advantage. Accelerate the withdrawal of funds, increase sales and seize market share.

Third, the marketing plan

1, marketing channel:

(1) general sales. In the branch of Industrial Bank, the bank's counter staff are required to provide this product and service to every interested customer. This is the most direct and efficient marketing form, which can not only save the corresponding sales expenses, but also make customers familiar with the characteristics of products quickly.

(2) exclusive sales. Make use of the stable customer sources of relevant enterprises that have opened accounts in our bank to sell to some qualified medium and large enterprises, and introduce the characteristics of this product to them through telephone interviews, door-to-door visits and other means. , can not only effectively improve sales efficiency, but also increase the market share of products.

(3) Use the external service equipment of the bank such as ATM and POS self-service equipment to publish advertisements and product information in the process of withdrawing money, so as to improve product popularity.

(4) Use bus stop signs and outdoor billboards, large and small, to publish advertisements introducing the characteristics of this product, so as to achieve good popularization of the product.

(5) Choose an intermediary agent. Industrial Bank authorized the bank's sales personnel to go to customers' residences, workplaces and other places, face-to-face to analyze the security needs of customers, introduce product functions, complete product sales, and provide relevant follow-up services to customers.

2. Marketing concept:

(1) Customer-centered, focusing on personalized, high-quality, differentiated and efficient services. Form a good after-sales consulting service contact group, which is convenient to solve customers' doubts and requirements and provide customers with all-round banking services.

(2) Focus on banking, brand and professional marketing. Foreign business is the foundation of all commercial banks. We should not only meet the needs of most customers, but also focus on high-quality industry customers to promote the development of banking products. Give full play to their own advantages and open up large customer markets in the same industry throughout the country.

(3) Take the product as the center, form a comprehensive customer evaluation mechanism, and know the customer's needs at the first time. The selling points in foreign financial management mainly focus on cash management and investment appreciation. It is necessary to highlight the advantages of banking products for marketing, so that enterprises can achieve a win-win situation between banks and enterprises by strengthening liquidity planning.

IV. Promotion Plan

1. Promotion strategy: (1) Using the stable customer sources of related enterprises that have opened accounts in the bank, assign bank staff to sell to some qualified medium and large enterprises, and introduce the characteristics of this product to them through door-to-door visits, which can not only effectively improve the sales efficiency, but also increase the market share of the product.

(2) Provide experiential services to existing customers, and give customers "movable property (warehouse receipt) pledge business" for a period of time free of charge, so that customers can experience the convenient and efficient features of products. Promote this product more directly and effectively.

(3) A new marketing model, with telephone as the main means of communication, making rational use of the original customer resources, directly contacting with customers, and completing major marketing processes such as product promotion, consultation, quotation and policy condition confirmation. The method is simple, flexible and low in cost.

(4) Let the bank wealth management personnel go deep into companies of all sizes to carry out marketing promotion, communicate in the early stage first, and let the managers of each company have a certain understanding of the "chattel (warehouse receipt) pledge business" before recommending the use of this product.

(5) advertising methods. Use bus stop signs and large and small outdoor billboards to publish advertisements introducing the characteristics of this product. You can also inform the public of the information of "chattel (warehouse receipt) pledge business" through Sina, Sohu, Xinhuanet and other major media in the form of buttons or banner advertisements, so as to achieve good promotion of products. In this way, we can publicize new products more widely, raise awareness, and quickly enter the market at the initial stage of product launch, which is beneficial to seize market share first.

2. Promote the concept:

Through the unique and market-oriented operation mode, we will explore new market opportunities, develop and cultivate new market core customers, and open up greater development space for them. It is necessary to provide professional services to increase the value of customers' assets, let customers enjoy value-added services, realize a win-win and common development cooperation model, reduce their business risks, improve their operational efficiency, and achieve the goal of sustained profitability by upgrading their products and services. Adapt to the changes in the current economic and financial development trend and open up a broader development path for banks in the future.

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. According to the customer's credit status, credit record and personal morality, it is decided whether the loan can be recovered as scheduled.

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 a business point of view, we prefer 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.

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