Research On Marketing Strategy Of Personal Housing Loan Of Suzhou Branch Of China Construction Bank

Since the1990s, Commercial banks in China increasingly showing a wide range of competitive landscape. Commercial banks are vigorously developing retail business in order to obtain the competitiveness. Housing-loan, with its high profit, less risk capital, risk diversification, is highly favored by all commercial banks. In recent years, The market share of housing-loan business of China Construction Bank Suzhou Branch(Hereinafter referred to as "CCB Suzhou") is not only the first rank among the four state-owned banks, but also has the largest market share among all local financial institutions. With the increasingly fierce competition, CCB Suzhou is facing great challenges to maintain the current leading position.Emphasis on studying the current sales and marketing situation of housing-loan business and using the basic knowledge&analysis principles of Marketing, this article is aim to find out the advantages of the CCB Suzhou and analysis of reasons of existing disadvantages. It is also proposes some suggestions in the mentioned business area in order to gain more market shares, enhance better competitiveness and achieve greater development. Meanwhile, this study is also hope to provide some valuable reference to all the other CCB branches and peers in the business of housing-loan.This study carries out a comprehensive and serious analysis of CCB Suzhou’s housing-loan business by a variety of research methods such as interviews, case studies and questionnaires. PEST method is used to expounded the marketing environment of CCB Suzhou’s housing-loan from four aspects, which illustrated that the macro-environment brings development opportunities but at the same time, the changing macroeconomic control policy brings certain challenges to this bank business. By the analysis of its personal housing loans marketings, it is found that CCB Suzhou has competitive advantages in terms of product innovation, brand construction, professional services, process efficiency and professional team support. However, the analysis also exposes CCB Suzhou’s weaknesses such as limited media publicity, low market share of second hand housing-loan, imperfect pricing management and channel management.Finally, the thesis proposes marketing strategies from five aspects--product, price, place, promotion, and implementation, ensuring that CCB Suzhou can keep the leading position of local market, increasing raise the profit contribution, improve customer loyalty, and ultimately achieve the balanced development of the quantity, quality, and effectiveness.