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目前关于产品创新的研究缺少对个人信贷产品创新的关注,现有的个人信贷产品以借鉴发达国家已有产品为主,创新层次较低,产品同质化现象严重。现有银行推出的信贷产品缺少对客户的需求分析。产品创新的运行机制不够顺畅,效率较低,难以较好把握客户需要。客户需求分析的目的是通过需求分析模型找出不同客户或者同一客户不同需求之间的关系,揭示这些不同需求关系的规律。有效的客户需求分析是银行金融产品创新的源泉和动力。因此本文以个人住房贷款为例建立银行产品创新客户需求指标体系,通过社会网络分析(SocialNetwork Analysis,SNA)方法建立了个人住房贷款
At present, the research on product innovation lacks attention on the innovation of personal credit products. The existing personal credit products are mainly based on the existing products in developed countries, with a low level of innovation and serious product homogeneity. Credit products from existing banks lack analysis of customer needs. Product innovation mechanism is not smooth enough, low efficiency, it is difficult to better grasp the needs of customers. The purpose of customer needs analysis is to find out the relationship between different customers or the same needs of different customers through the demand analysis model and reveal the rules of these different needs. Effective customer needs analysis is the source and motivation of bank financial product innovation. Therefore, this paper takes individual housing loans as an example to set up an index system of customer demand for bank product innovation and establishes a personal housing loan through the method of Social Network Analysis (SNA)