全球產業受資通訊發展快速影響，改變了消費者的行為。傳統銀行推廣信用貸款受限於對消費者背景不熟悉，又缺乏良好經營策略，導致授信風險頻頻發生而侵蝕獲利。
然而，信用貸款不僅為消費者貸款之一種，亦為銀行獲利重要來源之一，因此，消費者貸款業務成為銀行兵家必爭之地；近年來，各家銀行全力投入消費者貸款業務，但在業務同質性過高所造成競爭白熱化的結果，紛紛以降價為主要手段，讓收益率每下愈況，銀行在經營上面臨重大危機；推廣整批信用貸款或許是一種突破傳統銀行推廣信用貸款的方式，希望提供未來銀行同業參考的依據。
過去信用貸款之改善著重於授信流程簡化作為假設推論，本研究則認為強化銀行內部管理與外部行銷制度更能使其整體概念更具體化。由於本研究採用個案研究法，以內部管理與外部行銷制度不斷累積經驗，再輔以STP及4P理論來探討個案績效所呈現的結果。本研究經個案銀行以個案實際營運後，分析結果得到以下結論及建議：
一、內部管理與外部行銷制度的運作將影響個案承作績效。
二、推廣整批信用貸款有利於金控事業群整合行銷，提升競爭優勢。
三、不斷累積行銷經驗，有助於提升個案成功機率。
關鍵字：消費者貸款、整批信用貸款、內部管理、外部行銷制度

The global industry has been rapidly affected by the development of information and communication, changing the behavior of consumers. The promotion of credit loans by traditional banks is limited by the unfamiliarity of the consumer background and the lack of good business strategies, resulting in the frequent occurrence of credit risk and the erosion of profits.
However, credit loans are not only a kind of loans for consumers, but also an important source of profit for banks. Therefore, consumer loan business has become a battleground for bankers. In recent years, banks have set up consumer loan businesses, but The high homogeneity of business has caused the competition to become hot. With the price reduction as the main means, the yields are getting worse every year, and the banks are facing a major crisis in their operations. To promote the whole batch of credit loans may be a way to break through the traditional banks to promote credit loans, hoping to provide a reference for the future planning of the interbank industry.
In the past, the improvement of credit loans focused on the simplification of the credit process as a hypothesis. This study argues that strengthening the internal management of banks and the institutionalization of external marketing can make their overall concept more concrete. Because this study uses case-based research, institutionalized internal management and external marketing with accumulated experience, supplemented by STP and 4P theory to explore the results of case performance. After the case was actually operated by the case bank, the analysis results obtained the following conclusions and recommendations:
1.The operation of internal management and institutionalization of external marketing will affect the performance of cases.
2.The promotion of the entire batch of credit loans is conducive to the integrated marketing of the financial holding company business group and enhance the competitive advantage.
3.Continuous accumulation of marketing experience can help to improve the success rate of cases.
Keywords: Consumer Loans, Whole Batch of Credit Loans, Internal Management, Institutionalization of External Marketing

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