The Research Of The Marketing Individual Housing Loan Of CCB Daqing Branch

With the overall boost of the reform of China Financial System, the market structure of Commercial Banks is changing profoundly. New joint-stock Commercial Banks grow rapidly, powerful foreign banks constantly flow in, the opening and market force of China banking make great progress, traditional pattern of market segmentation, partial monopoly has been broken and an intense status of competition in banking industry has emerged. Individual housing mortgage, as major individual assets business of banking, has been widely noted by Commercial Banks because of high profit, relatively low risk and stable income of interest. With development of economy and increase of disposable income of citizens, the financial needs of individual housing consumers is increasingly becoming diverse and the individual housing loans from Commercial Banks have become the major component and profit growth point of modern Commercial Banks. Therefore, the Commercial Banks are promoting their individual housing mortgage business via marketing in order to take the lead in the fierce market competition.Daqing is a city where the state-owned enterprises are the major force and most of the individual housing loans can be realized by housing fund system, which give little space for the Commercial Banks to develop in that field. However, whereas the individual housing mortgage business is important to Commercial Banks and the Construction Banks have their own features and advantages, it has to be the major business of individual assets. Therefore how to use the marketing strategy of Commercial Banks to development individual housing mortgage business becomes the key move of China Construction Bank, Daqing Branch.This text is divided into four parts.Part1 First of all, based on concept and features of marketing of Commercial Bank set forth, it studies the basic theory of marketing and transition from 4P (Product, Price, Place and Promotion) to 10P (Product, Price, Place, Promotion, Policy Power, Public Relation, Probing, Partitioning, Prioritizing and Positioning) and finally to 4C (Customer, Cost, Convenience and Communication) as well as expounds the developing process of China and Western commercial banks in marketing. Secondly, it gives a brief summarization on definition, nature and variety of individual housing mortgage. And it concludes that it is necessary to develop marketing of Commercial Bank according to the fact that the Commercial Bank provides the customers with not only tangible financial products but also intangible financial products and the Commercial Bank plays a special role in national economy.Part2 Based on marketing theory of individual housing mortgage of Commercial Bank, it expounds on the competition of individual housing mortgage of Daqing area and marketing of individual housing mortgage of China Construction Bank, Daqing Branch which is the subject of research. And based on that, it also uses SWOT method to analyze the strength of China Construction Bank, Daqing Branch in competition of the marketing of individual housing mortgage: the market basis of China Construction Bank, Daqing Branch is firm; China Construction Bank has a very clear image; quality customers are relatively stable; China Construction Bank, Daqing Branch has powerful strength; and the outer market environment is advantageous. Weakness: slow development of customer relation management; urgent needs of management system improvement; relatively high customer cost; Affected by macro-control system, the uncertain factors of real estate market are enhanced; the marketing system is backward and the competition in banking industry is intense, etc. It clarifies the market position of individual housing mortgage of China Construction Bank, Daqing Branch and indicates the restraining factors of China Construction Bank, Daqing Branch developing the marketing of individual housing mortgage via combination of fixed nature and quantity, that is, traditional mode of marketing concept and operation; rough customer management; no market subdivision based on features of products of individual housing mortgage; lack in managing and maintaining customer relation, etc.Part3 Taking Bank of America and Hong Kong and Shanghai Banking Corporation as an example, it introduces the advanced marketing theory and methods of individual housing mortgage of overseas commercial banks. Bank of America and Hong Kong and Shanghai Banking Corporation have formed mature operation concept, management mode and system design during their long-term development of the marketing of individual housing mortgage. It describes Bank of America mainly on its organization structure and business flow in respect of establishing high-efficient unit system of individual housing mortgage; customer-focused organization-setting principle; teamwork system of division of work and cooperation; management based on fact and data. And it describes Hong Kong and Shanghai Banking Corporation mainly on marketing means, methods and strategy of individual housing mortgage. The view of Hong Kong and Shanghai Banking Corporation that individual housing mortgage business of commercial banks not only brings direct interest income, but more importantly, it brings customers who may have other financial needs that can bring more other income to the bank is especially worth learning.Part4 It further clarifies the marketing concept of customer orientation of individual housing mortgage of overseas commercial banks through the references of marketing concept and method of individual housing mortgage of the two overseas banks. In consideration of reality of Daqing area and China Construction Bank, Daqing Branch, it puts forth several marketing concepts on developing individual housing mortgage business of China Construction Bank, Daqing Branch: (1) as the products of individual housing mortgage of commercial banks have strong connection with each other, it shall change the marketing mode, establish new and uniform marketing system of individual housing mortgage. With the goal that China Construction Bank strives to be a first-class retail bank and the turning point that each kind of business switches to retail bank, it shall enlarge the function of operation network and establish a high-efficient center for individual housing mortgage in China Construction Bank, Daqing Branch. (2) Position and subdivide in the market, clarify the service positioning, improve customer service strategy, implement customer difference strategy and complete the transition of individual housing mortgage to service of brand and individuality. (3) Establish system of managing and maintaining customer relation, standardized service content and flow, improve customer service means and realize tracking system of customer integration management and service quality in order to improve the overall service quality.