Research On Market Development Strategy Of Personal Entrepreneurship Loan Of China Construction Bank Jilin Branch

The Personal Entrepreneurship Loan of China Construction Bank is a capitaldemand loan products for individual customer. It is derived from the productcalled”Mortgage loan” of China Construction Bank Zhejiang branch. In2005,according to the customer of Wenzhou small commodity market situation, ChinaConstruction Bank Zhenjiang branch created the “shops mortgage+credit guarantee”personal loan mode. In2006,on the basis of this, China Construction Bank pushed outa differentional product by combining with the characteristics of the national regious.Personal Entrepreneurship Loan refers to the loan that China Construction Bankgrant to individuals to satisfy the capital demand of RMB. The operation processconclude the client application, sign contracts, loans, the repayment schedule, theloan settlement. There are four ways used in personal loan applications model,including loan accept investigation handled by the special personal loans businesscenter customer manager, the loan approval by specialized team is responsible for theexamination. the supply of new loans and management as the work of professionalcenter, each branch is responsible only for business recommended.Through nearly two years of market exploration and practice, it has formed acertain scale of market. But, whether in the product itself or in the marketing methodhas the problem. From the product itself, the problem show as the term of the loan istoo short, single loan guarantee show as the term of the loan is too short, single loanguarantee way, efficiency is not high, not scientific product pricing, lack innovationand vitality. From the market situation, it has the problem as marketing consciousnessweak, marketing ways single, lack the market team, lack mutual market, lackpromotion efficient, needing to improve the quality of marketing team.In recent years, fundamentals of china’s domestic economy improve long-termhas not changed, the economy continued to maintain steady growth at around sevenpoint five percent. After The Eighteenth National Congress of the CPC, the government has introduced the relevant measures of regulate the market operationand strengthened anti-corruption to create a better external environment for economicdevelopment. The progress of science and technology has become the driving force offinancial innovation at the same time. In addition, with the development of the privateeconomy gradually accelerating, especially the number of small enterprises andindividual and private owners grow with each passing way, the demand for funds willincrease further, these positive factors will promote the market prosperity.China Construction Bank as one of the four major state-owned commercialbanks, it has a strong economy and the outlets throughout the country and overseas.No matter the advantage of scale, organization superiority, dominance relation,professional advantage, management advantage, team advantage, these advantage arevery significant. Coupled with the national increase in funding the construction ofrural, local economy development rapidly, business adjustment, the transformation ofgovernment functions, these will be transformed in the competitiveness of products,but we should also see the market competition. With the development of the bankobligations, the competitor increased, the customer has more choice and regionalpolicy limited the support. The market credit environment is poor, the customer baseis weak and there is few institution in the country and challenges remain.According to the characteristics of the loan business market in Jilin province.Positioning in the service of agriculture, countryside and fanners and city supportingindustries should be doing. we should meet the individual operator of the fundsdemand, adopt a leading market pattern and add personal loan products. In productstrategy, using the differentiation strategy, floating pricing strategy, linkage marketingchannel strategy, composite type promotion strategy. The bank should play its fulladvantage in the market and occupy the commanding height of the market.