Research On Marketing Strategy Of Housing Loan Business For Postal Savings Bank Of China Changchun Branch

In changchun housing loan market,The postal savings bank of China as a new comer has been playing the roles of followers and Marker Nicher.Despite extensive marketing way in entering the market in early has obtained certain result,but along with the continuous development of financial markets,financial disintermediation,marketization of interest rate policy gradually deepening,Postal Savings Bank of China Changchun Branch,met the bottleneck in the development of housing loan business,embodied in under the condition of the total market growing absolute market share has not grown much.Because of "low price" strategy blindly,not only failed to increase market share,reduced the enterprise interest income,instead destroyed the enterprise overall brand image.This article through to the housing loan market of Changchun,combined with the characteristics of Postal Savings Bank of China,from the perspective of service marketing marketing for Changchun branch,formulate feasible Suggestions and strategies.This article selects Postal Savings Bank of China Changchun Branch in November 2014 to May 2016 housing loan marketing situation as the actual research object.Based on the macro data and network survey results summarized that the overall macro environment Changchun branch housing loans is steadily improving more relaxed posture.After that,through the analysis of the micro environment of the enterprises and the market participants,we find the micro factors to improve the marketing difficulties.Through further study of bank housing loans to their own characteristics,have been established in risk tolerance and to accomplish the task of marketing strategy on the two dimensions of the matrix,and pointed out the basic direction for the dynamic adjustment of marketing strategy.Step by step,combined with the Changchun branch of the housing loan SWOT analysis matrix of marketing strategy.Based on the analysis results of market data in the last 19 months,this paper makes an attempt to refute the original undifferentiated "low price" strategy,and puts forward the corresponding marketing strategies based on the service marketing 7P theory.Finally,this article from the system,personnel,technology three aspects put forward the marketing strategy of the implementation of the safeguard measures.The study found that,in order to change its marketing dilemma,the Changchun branch should first put the limited marketing resources into the high quality members of the first purchasing behavior of the just need buyers market,based on the expansion of the market competitiveness,taking into account other advantages of enterprises with the development of market segments.On the basis of expanding this market competitiveness,taking into account other segments of the market in line with the advantages of enterprise development.Aiming at this phenomenon serious product homogeneity,dig deeper into the market demand,develop differentiation marketing strategy for different market segments.Rational use of their own "low price" advantage,strengthen channel cooperation,enhance the overall value of customer delivery.Dynamic grasp the implementation of specific strategies,timely adjustment of marketing strategies to follow the rapidly changing market demand.Finally,should focus on training to establish a high-quality professional marketing services team,detailed performance and training mechanism,effective use of market data,and increase the recognition of industry,create post office bank mortgage marketing a good brand image.