Research On Second-hand Housing Loan Marketing Strategy Of Hebei Branch Sales Department,CCB

In recent years,with the accelerating of urbanization in China,people's housing needs more and more to housing stock(secondary)market,led to the rapid development of second-hand housing loan business of commercial bank,the economic developed countries the practice has proved that the more mature real estate market,the greater the resale.In countries and regions where the real estate market is mature and regulated,the stock market trades at 70-85% of the total volume of transactions.At present,the housing secondary market development is not balanced,is performing far under the effect of the secondary market,the development of the housing secondary market for residents to old change new,in small change big,promote the joint development of the primary market,have the effect of improving housing supply structure,asset bubbles,is family have more real choice different levels,achieve the "cascade consumption" of housing,so the second-hand housing loan business of commercial bank has very broad market prospects.In 2017,the state has introduced a series of macro-control policies and measures to the real estate industry,and the macro situation of the real estate market has undergone profound changes.Careful analysis of the real estate market changes,accurately grasp the macro policy direction,is both the needs of the development of commercial bank itself and comply with the national macro policy wise,the development of housing finance business of commercial bank has the very vital significance.The CCB since the 1980 s became the pioneer of the national housing system reform,with its absolute superiority in the field of housing finance,housing system of our country made great contributions to the reform and development.As the first bank in Shijiazhuang to handle the second-hand housing loan business,the Hebei Branch Sales Department,CCB has been the first in the industry since 2000.However,in the face of complex economic environment,variable regulation policies and fierce competition,it will be a great challenge to maintain the current leading position in Hebei branch.This study carries out an analysis of The Hebei Branch Sales Department,CCB'second-hand housing loan business by research methods such as case studies andquestionnaires,based on the relevant basic knowledge of marketing,from the view of marketing analysis of the The Hebei Branch Sales Department,CCB' advantages and problems of the second-hand housing loan business,selecting regional influence factors of second-hand housing loan business such as family life cycle factors,purchase motive factors to subdivision the second-hand housing loan market of Shijiazhuang,find out the target market,determine the market positioning.The specific arrangements are as follows:The first chapter is the introduction,to introduce the research background,the purpose and significance of the research,the research status and development trend of scholars at home and abroad,the research contents and methods,and the innovation points of this paper.The second chapter is the theoretical review,the definition and characteristics of the second-hand housing loan business are described,and the relevant marketing theories adopted in this paper are introduced.The third chapter analyzes the present situation of the second-hand housing loan business of the The Hebei Branch Sales Department,CCB'.Through the analysis of Shijiazhuang city overall economic environment,policy environment of real estate and real estate market environment impact on second-hand housing loan business of commercial bank,it is concluded that Shijiazhuang city social economy development situation is good,the financial market stability,the people material life level is higher,with the secondary market development and prosperity of the conclusion of the good foundation.On the basis of further analysis of Shijiazhuang city second-hand housing loan business market demand,market competition situation and the The Hebei Branch Sales Department,CCB of second-hand housing loan business management present situation,pointed out in the name of the brand,sales channels,credit management,priority matching scale advantages,and proposed the second-hand housing loan business less competitive,second-hand housing non-performing loans rebound,in the business development imbalance between institutions,policy change is out of step with the market demand,second-hand housing loan portfolio problems of imperfect marketing strategy.Fourth chapter through the selection of regional factors,family life cycle factors,psychological factors subdivision market segmentation variables to Shijiazhuang city second-hand housing loan business,and carries on the comparison to each segment of themarket analysis,from the aspects of income,the scale,market potential three sort,select the The Hebei Branch Sales Department,CCB should first enter the market segment,determine the market positioning.Fifth chapter from strengthen the marketing in public and private line linkage,innovative products and services,second-hand housing loans response process to establish the standardization of the quality of products and services,to explore direct customer trading platform to meet customer requirements of product strategy,the differentiation of interest rate policy,improve the pricing initiative price strategy,optimization of second-hand housing loan sales channels,further perfect personal loan center,speed up the development and application of the Internet channel,channel strategy,promotion strategy of combination of online and offline promotion four aspects of the The Hebei Branch Sales Department,CCB secondhand housing loan marketing put forward the corresponding improvement strategy.The sixth chapter is the conclusion,summarizes the research in this paper,points out the existing problems and shortcomings.