Research On The Operation Strategy Of Personal Housing Credit Loan Business For Songyuan Branch Of Industrial And Commercial Bank Of China

The objective of business development of Personal Housing Credit Loan of Songyuan Branch of Industrial and Commercial Bank of China is to maintain the leading credit scale in the region,improve the overall business performance of enterprises and realize the absolute advantage of banking competition in the region.However,with the cooling heat of the real estate market,a series of control policies have been introduced to curb the rising trend of house prices and stabilize house prices.For third and fourth-tier cities,people's desire to buy houses has been greatly reduced,and banks have been affected to varying degrees in their housing loan business.As for Songyuan Branch,the growth rate of personal housing loans from 2016 to 2018 has not exceeded 5% due to the impact of house prices and intensified competition in the same industry.Although the overall loan balance still ranks first among peers,the market share is gradually eroded under the impact of peers.Thus,it is very critical to redefine Songyuan Branch's business strategy in personal housing loan business under this background of uncertain market environment and increasingly fierce competition among peers!Acting as a direct way for modern enterprises to improve their management ability and competitive position,effective management strategies are related to the sustainable and stable development of enterprises.Therefore,accurate and feasible management strategy determines the development trend of Songyuan Branch in personal housing loan business.This paper analyzes the external environment of Songyuan Branch from two aspects: macro environment analysis and industry environment analysis.Based on the PEST analysis method,based on the four backgrounds of political environment,economic environment,social environment and technical environment,a macro analysis of the personal housing loan business of the Industrial and Commercial Bank of China Songyuan Branch was carried out.Using the Porter Five Force Model,the ICBC Songyuan Branch from the buyer's bargaining power,the supplier's bargaining power,the threat of related alternatives,the threat of new entrants within the industry,and the degree of competition among existing companies The personal housing loan business conducted an industry environment analysis.The internal environment analysis of the personal housing loan business of the Industrial and Commercial Bank of China Songyuan Branch was carried out from three aspects of operation,marketing activities and inter-regional development.It was determined that Songyuan Branch maintained its brand influence,interest rate level,capital research and development,and customer resources.Full of competitive advantages;but there are still shortcomings in marketing skills,product categories,talent development,incentives and so on.On the one hand,the formulation of business strategy needs to be implemented by virtue,while on the other hand,reversing the disadvantage requires an effective business strategy to solve various problems in practice.According to the analysis of the internal and external environment of the personal housing loan business of the Industrial and Commercial Bank of China Songyuan Branch,this paper organizes and combines the analysis conclusions through the SWOT model,and formulates the implementation plan of the business strategy for the development of the personal housing loan business of the Industrial and Commercial Bank of China Songyuan Branch.From the four dimensions of management,marketing activities,horizontal competition,and talent cultivation,effective management methods are implemented,and safeguard measures such as compliance management,risk prevention and control,and improvement of credit management are proposed,which is to improve the operational vitality of the personal housing loan business.Enhance the industry position of the Industrial and Commercial Bank of China Songyuan Branch.