邮储银行长春分行住房贷款业务营销策略研究

发布时间：2018-01-24 15:42

本文关键词： 房贷市场服务营销动态营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：在长春住房贷款市场,刚入市不久的邮储银行一直扮演着市场追随者与利基者的角色。尽管粗放的市场营销方式在进入市场的中前期取得了一定的成绩,但随着金融市场不断发展,金融脱媒、利率市场化政策进一步深化,邮储银行长春分行在住房贷款业务的发展中遇到了瓶颈,具体表现为在市场总量不断增长的情况下绝对市场占有率不增反降。由于一味地施行“低价”策略,邮储银行长春分行非但没能提高市场占有率,反而减少了企业总体利润收入,破坏了企业整体品牌形象。本文通过对长春住房贷款市场的深入剖析,结合邮储银行自身特点,从服务营销角度为长春分行制定切实可行的营销建议和策略框架。本文选取邮储银行长春分行2014年11月到2016年5月住房贷款营销情况作为实际的研究对象。通过对宏观数据及网络调查问卷结果的归纳总结,认为邮储银行长春分行住房贷款的总体宏观环境是平稳趋好的较为宽松的态势。之后,通过对企业内部、市场产业链参与者的微观环境分析,找到了改善营销困境的微观因素。通过进一步的研究银行住房贷款业务自身特性,得到了建立在风险容忍度和任务完成度两大维度上的营销策略矩阵,为营销策略的动态调整指明了基本的方向。循序渐进的,文章结合长春分行住房贷款SWOT分析矩阵的营销战略划分,通过STP策略进行有效的市场定位,利用最近19个月市场数据的分析结果对原有的无差别“低价”策略进行了有力反驳,并针对不同细分市场提出了基于服务营销7P理论的相应营销策略。最后,文章从制度、人员、技术及物力三个方面提出了营销策略得以顺利实施的保障措施。研究发现,为了改变定位不清、机制不全、策略不明的营销问题,邮储银行长春分行应首先将有限的营销资源投入到首次购买住房的优质刚需市场中,在扩大这一市场竞争力的基础上,兼顾其他符合企业发展优势的细分市场。然后,针对产品同质化严重这一现象,深入挖掘市场需求,为不同细分市场制定差异化营销战略。合理利用企业自身的“低价”优势,加强渠道合作,提升客户整体让渡价值。动态把握具体策略的实施方案,及时调整营销策略以跟进瞬息万变的市场需求。最后,应着重建立并培养专业优质的营销服务团队,细化绩效体系和培训机制,进一步有效利用市场数据,增加在行业内的企业辨识度,打造邮储银行房贷营销始终如一的良好品牌形象。
[Abstract]:In the Changchun housing loan market, the Postal savings Bank, which has just entered the market, has been playing the role of market follower and niche, although extensive marketing has made some achievements in the early stage of entering the market. However, with the continuous development of financial markets, financial disintermediation, further deepening of interest rate marketization policy, the Postal savings Bank Changchun Branch in the development of housing loan business encountered a bottleneck. The concrete performance is that the absolute market share does not increase but decrease under the condition of the market total increasing. As a result of blindly implementing the "low price" strategy, the Changchun branch of the Postal savings Bank has not only failed to increase its market share. On the contrary, it reduces the overall profit income of the enterprise and destroys the overall brand image of the enterprise. This paper analyzes the housing loan market in Changchun and combines the characteristics of the Postal savings Bank. From the point of view of service marketing, we make practical marketing suggestions and strategic framework for Changchun Branch. This paper selects Changchun Branch of Postal savings Bank as the actual situation of housing loan marketing from November 2014 to May 2016. Research object. Through the macroscopic data and the network questionnaire result induction summary. It is considered that the overall macro environment of housing loan of Changchun Branch of Postal savings Bank is a relatively relaxed situation of steady improvement. After that, the microcosmic environment analysis of the participants in the market industrial chain is made through the analysis of the internal enterprise and the participants of the market industrial chain. Find out the micro-factors to improve the marketing dilemma. Through the further study of the characteristics of the bank housing loan business, we get the marketing strategy matrix based on the two dimensions of risk tolerance and task completion. For the dynamic adjustment of marketing strategy pointed out the basic direction. Step by step, the article combined with Changchun Branch Housing loan SWOT analysis matrix marketing strategy division, through the STP strategy for effective market positioning. Using the results of market data analysis in the last 19 months, the paper makes a strong rebuttal to the original "low price" strategy. And for different segments of the market proposed based on service marketing 7P theory of the corresponding marketing strategy. Finally, the article from the system, personnel. Three aspects of technology and material resources put forward the successful implementation of marketing strategy safeguards. The study found that in order to change the positioning is not clear, the mechanism is not complete, the strategy of marketing problems. Changchun Branch of Postal savings Bank should first invest its limited marketing resources into the market of high quality rigid demand for first-time purchase of housing and expand the competitiveness of this market. Then, aiming at the serious phenomenon of product homogenization, we dig into the market demand deeply. To formulate differentiated marketing strategy for different segments of the market, make rational use of the "low price" advantage of the enterprise itself, strengthen channel cooperation, enhance the overall value of customer transfer, and dynamically grasp the implementation plan of the specific strategy. Adjust the marketing strategy in time to follow the ever-changing market demand. Finally, we should focus on the establishment and training of professional and high-quality marketing service team, refinement of performance system and training mechanism, and further effective use of market data. Increase the business identification in the industry, create a postal savings bank mortgage marketing consistent good brand image.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F618.3;F832.479

【相似文献】