Business Operation Model Research Of Sino-German Bausparkasse

The first international-standard commercial bausparkasse institution in China--Sino-German Bausparkasse (SGB) was founded in Feb,2004 headquartered in Tianjin, with purpose of providing a new housing financial method to Chinese people and enriching housing financial system of china, which plan to be realized by using and combining the two shareholders'advantages:Bausparkasse Schwabisch Hall (BSH) has successful and mature experience, advanced technology and good service in bauspar business. China Construction Bank (CCB) has strong goodwill and reputation in Chinese market and outstanding resources in mankind and net of bank points, But road of development of SGB in past 6 years is not smooth, even parent company of SGB has advanced position in each market respectively.In six years of past, SGB faces unfit in some sides which includes low rate acceptance, weak influence in market, slow growth in business. How to find more fitful model of business operation and accelerate localization of operation model becomes an urgent problem for SGB.In the beginning of this article, it introduces the basic principles and features of bausparkasse and important meaning of founding bausparkasse institution in China. Following that, it is history of bauspar business, including development histories and status in Germany and other European Countries. Writer also introduces common operation model of bausparkasse in German, development of bausparkasse in China and SGB's operation model. Then, writer put big focus on problem analysis of SGB's business operation. Which cycles on the unique market situations of China, mainly contains east-west management cultural conflict, inflexible operation, unfit of sale model, construction of bank-sell channel behind expectation, lack self bank points and sale staff, Product Strategy is unfit for market, etc. Through the analysis, writer points such reasons result in unsuccessful development of SGB in the past and puts correlative countermeasures in operation. As the only bausparkasse institution in China, SGB's biggest competitor is himself and successful localization is only way to survive and develop. SGB should grip its unique advantages in company parents, technique and franchise; relocate custom group, market and products in strategy level; deeply explore market model, channel, cooperation in tactic level; actively participate in construction of national social housing system, impel renovation in supervision level, through all those endeavors, SGB could grow stronger. At last, writer decrypts framework of SGB operation by combining own work experience and research resources by two cases in products and market aspects.Methods are used in this article includes theoretic analysis, case study, tabular analysis and data comparison, etc. This article tries to provide experience of development for joint-venture banks by researching localization strategy of SGB.