1. Analysis of external environment of banks. The micro-environment of external environment mainly includes suppliers, customers, the public and marketing channels. Suppliers mainly analyze the stability and timeliness of supply, the price change of supply and the quality level of supply; Customers mainly analyze from consumption psychology, consumption pattern and income level; The public includes the financial sector, the media public, civic organizations, internal public, etc. Enterprises should maintain good relations with them and form favorable factors for enterprises.
2. Analysis of the internal environment of the bank. The internal environment analysis of banks includes human resource management, information system management, financial management, research and development management (R&; D) production management and marketing management. The focus of analysis is usually the management level, product quality, innovation degree, human resources, and whether it is superior or inferior compared with competitors.
The other is about the challenges faced by the current domestic banking marketing environment.
1. The influence of real estate policy and price trend. Bank loans mainly include three parts: real estate development loans, construction loans and housing mortgage loans. According to the data of the 2007 annual report, the real estate-related loans of listed banks accounted for 28.47%, and the interim data in 2008 was 27.55%. It can be seen that nearly 30% of the loans in the banking industry are affected by real estate policies and price trends.
Statistics show that from May to June last year, the rise in real estate prices was mainly driven by the growth of personal mortgage loans of banks. In order to increase profits, commercial banks control corporate loans and increase personal mortgage loans. With the introduction of the second-home loan policy by the central bank, personal loans have shrunk and house prices have fallen, and commercial banks are generally worried that the real estate market will lead to risks after it falls back.
2. The business is difficult and the repayment ability is worrying. On the one hand. The production and operation of enterprises are affected by multiple factors, such as the earthquake disaster caused by freezing rain and snow. The supply of coal and electricity is insufficient, the transportation is tight, the procurement cycle of enterprises is prolonged, and some enterprises are forced to stop production, which greatly affects the production and operation, especially in areas affected by the rain and snow earthquake disaster.