中国建设银行苏州分行个人住房贷款营销策略研究

发布时间：2018-06-02 00:38

本文选题：建设银行苏州分行 + 个人住房贷款　；参考：《南京大学》2013年硕士论文

【摘要】：20世纪90年代以来,我国商业银行群体日益呈现出多元化的竞争格局。为提高竞争力,各商业银行都在大力发展零售业务。个人住房贷款业务,以其收益高、经济资本占用少、风险分散等特点备受各商业银行的青睐。近年来建设银行苏州分行的个人住房贷款市场占比一直居四大国有银行之首,也是苏州当地所有金融机构中市场占比最大的行。但同业竞争日趋激烈,建行如何能进一步保持目前的领先态势面临很大的挑战。本文着重通过对建设银行苏州分行个人住房贷款业务目前的营销和销售状况进行分析,运用所学市场营销的基本知识,探讨苏州分行个人住房贷款业务在市场营销方面已经确立的优势,并分析存在的不足,同时对苏州分行个人住房贷款业务的营销工作提出一些方式、方法和意见,以便建设银行苏州分行能在个人住房贷款业务领域进一步提高其市场占有率,增强市场竞争力,取得更大的发展。此外也希望对建设银行其他机构以及同业的个人住房贷款市场营销工作提供一些借鉴。本文在研究过程中采用了访谈、查阅资料、案例分析以及问卷调查等方法对建设银行苏州分行个人住房贷款业务的开展情况进行了认真的分析。对建设银行苏州分行个人住房贷款所处的营销环境运用PEST方法从四个方面展开分析,认为宏观环境给建设银行苏州分行经营个人住房贷款带来业务发展的机遇,但同时调控政策的多变性也带来一定的挑战。通过对建设银行苏州分行个人住房贷款营销现状的分析,发现建设银行苏州分行在产品创新、品牌建设、专业服务、流程效率、专业人才等五个方面具有一定的竞争优势,但同时也存一定的不足,如二手房贷市场占比低、价格管理不到位、渠道管理不到位、传播不到位等。最后运用市场营销理论从产品、价格、渠道、促销、实施保障等五个方面提出针对性的营销策略,确保建设银行苏州分行继续保持个人住房贷款的市场份额领先优势,提高个人住房贷款收益贡献度,提高客户的品牌忠诚度,最终达到规模、质量、效益的平衡发展。
[Abstract]:Since 1990's, China's commercial banks have increasingly presented a diversified competition pattern. In order to improve competitiveness, commercial banks are vigorously developing retail business. Individual housing loan business is favored by commercial banks because of its high income, less occupation of economic capital and scattered risks. In recent years, the construction bank Suzhou branch of the individual housing loan market has been in the top four state-owned banks, is also the largest of all local financial institutions in Suzhou market. However, competition between the industry is becoming increasingly fierce, how CCB can further maintain the current leading situation facing a great challenge. This paper focuses on the analysis of the current marketing and sales situation of individual housing loan business in Suzhou Branch of China Construction Bank, and applies the basic knowledge of marketing. This paper discusses the advantages and disadvantages of the personal housing loan business of Suzhou Branch in marketing, and puts forward some ways, methods and opinions on the marketing work of the individual housing loan business in Suzhou Branch. So that Construction Bank Suzhou Branch can further increase its market share, enhance market competitiveness and achieve greater development in the field of personal housing loan business. In addition, it also hopes to provide some reference for other CCB institutions as well as the individual housing loan marketing work in the same industry. In the course of the study, the author makes a serious analysis of the development of individual housing loan business in Suzhou Branch of China Construction Bank by means of interviews, reference materials, case studies and questionnaires. This paper analyzes the marketing environment of individual housing loan in Suzhou Branch of China Construction Bank by using PEST method from four aspects, and concludes that the macro environment brings business development opportunities to Suzhou Branch of China Construction Bank. But at the same time, the variability of regulatory policy also brings some challenges. Based on the analysis of the current situation of individual housing loan marketing in Suzhou Branch of China Construction Bank, it is found that Suzhou Branch of China Construction Bank has certain competitive advantages in five aspects: product innovation, brand building, professional service, process efficiency, professional personnel, etc. But at the same time, there are some shortcomings, such as the low share of the secondary housing loan market, the price management is not in place, the channel management is not in place, the dissemination is not in place and so on. Finally, using the marketing theory from the product, price, channel, promotion, implementation of security and other five aspects of targeted marketing strategies, to ensure that the construction bank Suzhou branch to continue to maintain the market share of the leading edge of personal housing loans. Improve the contribution of individual housing loan income, improve the customer's brand loyalty, and finally achieve the balanced development of scale, quality and benefit.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.4;F299.23

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