在商业银行经营管理中,个人业务办理是其收入的重要来源之一。其中,个人贷款的营销方案能否适应市场的需要,对其收入有重要的影响。而从当前而言,我国大部分的商业银行对于个人贷款业务的营销策略的制定仍具有一些局限性,采用的营销手段不够新颖,如宣传的力度不够全面等,无法占据较高的市场份额,不利于商业银行更好的发展。本文以商业银行中个人贷款的营销业务为核心展开探讨,为贷款营销重新定位,分析当前营销策略中存在的不足之处,并进一步提出优化的措施,希望能够给商业银行的管理者提供一些思考。 In the business management of commercial banks, handling personal business is one of the important sources of their income. Among them, the personal loan marketing program can adapt to the needs of the market, its income has a significant impact. At present, most commercial banks in our country still have some limitations on the formulation of marketing strategies for personal loan business. The marketing methods used are not novel enough, such as the lack of comprehensive propaganda and the high market share, Not conducive to the better development of commercial banks. This article focuses on the personal loan business in commercial banks as the core of the study to re-locate the loan marketing, analysis of the current marketing strategy of the deficiencies and further proposed optimization measures, hoping to give managers of commercial banks to provide some thinking .