BOC Housing Mortgage Loan Business Development Strategy In Chang Chun

With promoting a series of policies about domestic residential building reform policy and the small town construction transformation policy and so on, which on the one hand improved city people's housing conditions, simultaneously has brought the giant housing purchase demand for the real estate industry. The massive house purchase demand has formed the massive call for fund. As a result of the real estate profession supply-demand relation's change, the unmet needs of the residents who buy houses also to give the banking industry individual mortgage service to bring the huge development opportunities. Past 8 years, the Bank of China has developed the housing mortgage loan service in Changchun, and obtains the considerable development, which loan scale already held the indispensable status in the good entire province loan share, becoming the main part of which profit income. This product already became one of strategic products in the middle of the strategy of the Bank of China. After the analysis that the Bank of China already occupied in the Jilin Province personal loan service's overall scale loans completely 1/5, and the mortgage accounts for the personal loan above 60%. Changchun as Jilin Province's key city, because which resident receives is high, the house price trend of development is normal, the housing delivers actively, and many factors affect Changchun mortgage total quantity to occupy this kind of product above 60% of entire province. Therefore Changchun's housing mortgage loan's development condition becomes the Bank of China to study the Jilin Province housing mortgage loan core area.However, with the domestic policy's influence from 2003, our country did not have the relaxation to the real estate profession regulation, the partial urban real estate price speed-up is excessive quickly, price is too high, so the real estate froth's discussion is getting stronger and stronger, whether Changchun does have such situation also receive the equal attention . Addition that the global finance Tsunami which affected with the American loan crisis to attack the home since August ,2007 , Changchun cannot escape by luck similarly. How the bank of China facing the Tsunami attack and previous year starts from the tight monetary policy to solve works as the anteroom loan survival the question is imminent. Specially comes under the system economic environment's influence, the Bank of China has such several question in reliefing in Changchun house mortgage loan to come out:1. The domestic house market delivers lightly, Changchun's real estate market comes under the influence similarly in 2008. In the ordinary circumstances, the development of various bank housing mortgage loan service receives the market to implicate, and assumes slides to the tendency. The fact is not true, increasing the housing mortgage loan 58,000,000,000 Yuan in the first half of the year according to the statistics with Bank of China, but Changchun only increases several ten million Yuan. This kind of paradox phenomenon is worth analyzing.2. The discussion about domestic real estate froth discusses is day by day intense, whether Changchun real estate housing does have the froth particularly, in the third quarter the whole national real estate profession comes under the influence, assumes slides to the situation. It is worth to discuss whether continues to develop this product or to adopt the contraction strategy facing with the market background's immense changes.3. The trend of home price declined already gradually appeared, and the atmosphere of the housing buyers wait and see the change of the market to be strong. The housing mortgage loan buys homes takes pawn foundation as the trade background, the risk which deals receives the housing market price fluctuation influence purchase recession in demand to bring the new provide loan market space which reduces to further analyze.4. How about the possibility of the house price fall pawn depreciation brings the customer abandons the loss which the loan forms.5. The macroscopic monetary policy adjusts frequently, which causes the bank deposit and the rate on loan change is also frequent. The risk of the cost and the selling price spatial variation causes the bank income depreciation to be able not but to take the product strategy adjustment consideration important attribute.6. In fact that it must consider the medium and long-term enterprise benefit question, which is to the real estate market medium and long-term anticipated judgment regarding product strategy choice especially important.Therefore, we first solve the understanding problem, then to solve the technical question , that is to solve do it or not and how to do. Based on this, we must discuss affect the housing mortgage loan the influencing factor, it includes microscopic influencing factors: the bank organization resources distribution question, the currency price question, the loan regulation policy question, real estate market supplies and demand, house price trend, land market change as well as fund supplies surface influence; Macroscopic influencing factor: international economy environmental effect factor, home policy factor; These are to the housing mortgage loan strategy influence material effect condition, and which will determine the Bank of China Changchun housing mortgage loan strategy adjustment through the analysis the direction as well as present's counter measures.By analyzing the factors of housing mortgage loans to find the Bank of China in Changchun City, the development of housing mortgage loans in the development of the problems existing in the individual mortgage loans to determine the future strategic direction, specific research in order to achieve its strategic objectives of the measures that need to be taken to enhance the investment capacity The purpose of efficiency, the specific solution to the current multi-risk assets, resources, poor integration, human resources are wasted and so on. Finally, come up with the Bank of China in Changchun City, the development of housing mortgage loan business how to set up agencies, manpower allocation, customer allocation of resources, the use of what kind of marketing strategy, customer access to the mechanism of how to improve a number of series and so on and so on.Bank of China in Changchun City, the housing mortgage loan business is reflected in the three main issues, the first small-scale business, and the other is the slow pace of development, and the third is the structural imbalance of institutional development. In response to these problems, the Bank of China to identify the development of housing mortgage loan business the way out, and put forward to solve the problem of the five measures. That is, re-housing mortgage loans to strengthen the strategic position of the business, extensive housing preach the importance of mortgage loans; the establishment of three specialized lending team; re-integration of real estate resources; the implementation of packet-chip client manager system; integrate the functions of the product to expand its client base.