Marketing Study Of Consumption Credit In Guangdong Huizhou Construction Bank Of China

The consumption credit of China has been at the beginning of the developing phase, entering the"start-up"period since 2006. The consumption credit service of China Construction Bank of China in Pearl River Delta has a bright progress, but compared with Bank of China and Industrial and Commercial Bank of China, there is still evident disparity for Huizhou Construction Bank of China (HCBC for short) on personal consumption credit, which vividly contrasts with HCBC for the Location of market in Guangdong Province, The main reasons for low marketing share are lack of strategic direction and unreasoning marketing solution.From external point of view, there will be a rapid increase for consumption credit in the coming 10 years and a huge potential increasing for Guangdong region.Analyzing from the internal resources and capacity of HCBC, It has its advantage, but also with evident short-comings. After SWOT analysis, we carry out 4 strategies in the coming future: increasing strategy, turn the scale strategy, aggressive strategy, and defend strategy.There are 3 main marketing steps of STP strategy for HCBC: detailed market, select target market, and focus on market etc. For example: the first choice is automobile credit clients, then the housing credit clients, at last is consumption credit for white collar and semi-white collar clients about dragon and auto Card, personal auto credit without sponsion, personal credit amount loan, personal housing circulation credit amount loan, minor enterprises circulation credit amount loan etc. it uses four methods which are advertisement sales promotion, personnel sales promotion, Business Promoting, public relationship promotion to intensify the marketing promotion and marketing exploitation.The aim of Huizhou Construction Bank is to provide varied consumption credit style for target consumers, including:1. Dragon and auto cardHuizhou factory analyzes the huge potential demand in the automobile consumption clients market and distributes to rapidly increasing private car owners in Huizhou. Construction Bank of China, together with VISA international credit organization issue a kind of credit card specially designed for certain clients groups. The service aims to the whole process of transaction so as to gain reputation in Huizhou as soon as possible.2. Personal auto credit without sponsionIndividual auto purchasers on time loan for new patterns in direct to client on time loan comes out for individual auto purchasers. The bank directly checks the credit of the loaner with the highest seventy percents on time loan and the loan as long as five years.3. Personal credit amount loanFocus on highly valued client groups because they usually have fixed business location, specific business items and powerful social and economic strength.4. Personal housing circulation credit amount loanThe pattern of this transaction: certain proportion of loans to house property are acquired with the mortgage on the house property to the bank, within the period of loan, individuals may draw currency to consume and invest with the condition of the only check on the first loan. With the highest amount of eighty percents and the longest period of thirty years.5. Minor enterprises circulation credit amount loan"Personal credit circulation loan"is issued for enterprises and enterprises in the market, which break through the traditional complex loan procedures and save large amount of interests expenses of enterprises.The thesis plans marketing strategic for Huizhou Construction Bank following its financial products, including: commercial promotion, personnel marketing, managing extension and public relation promotion.Commercial promotion refers to the things and services provided by the bank, by means of broadcasting, TV, newspaper and mails. Personnel marketing refers to the face to face contact between the staff of bank and its clients in order to market, such as counter service, and up to door service, managing extension, also called sale extension, refers to the stimuli of customers'demand, such as exhibition, display, performance, sale with award and sale with attached products, bank public relation promoting sale is to set up a excellent bank image, let social public to know and to strengthen good feeling and believes, and then, to accept the promoting sale style which offered by the bank, the tactics is to create the excellent image of the bank , the public people of the bank are the customer, the government main department, supervise department, news intermediary, compete of the same trade or occupation. It has been a specific function of marketing. On the condition that the system of stable client relations is established, the promotion of a series of services will show up.