Research On Marketing Strategy Of Housing Leasing Business In K Branch Of CCB

In order to deepen the reform of housing system,the CPC Central Committee and the State Council have attached great importance to the cultivation and development of the house leasing market and released favorable policies frequently since the 19 th National Congress of the CPC.Local governments,enterprises and financial institutions,under the calls of relevant policies,are actively optimizing market layout,which has brought new opportunities for the development of house leasing business of commercial banks.By the end of 2017,CCB(China Construction Bank)took the lead in entering the house leasing market to fulfill its social responsibilities,and other commercial banks and Internet companies were also attempting to grab a share.Under the circumstance,only by identifying its own market position,and working out and implementing effective marketing strategies for house leasing,can CCB K Branch promote the advancement of its business rapidly and turn its first-mover advantage into an absolute predominance in this field.Starting from the fact in house leasing business of CCB K Branch,First of all,its status quo and marketing environment are analyzed in this paper.The current problems of house leasing business in its marketing are summarized,which are mainly involved in 6 aspects: market positioning ambiguity,single product category,uncompetitive price elasticity,narrow marketing channels,inadequate brand promotion and lack of idea leading,and then the causes of problems mentioned above are analyzed accordingly.Secondly,combining the integrated marketing communication theory and the SoLoMo marketing mode,adopting the classical STP,4Ps marketing theory as the analysis frame,identify its own market position to address the above problems.On this basis,marketing strategies are designed from 5 perspectives,including products,prices,channels,promotional events and ideas,so as to solve the problems in marketing.Specifically speaking,these solutions are as follows,firstly,draw lessons from the advanced experience of technology giants,build a full-cycle product system of the whole chain,and formulate product strategies for product innovation at both supply and demand sides;secondly,implement pricing strategies,such as differential pricing of financing loans,preferential interest rate for rental loans and so on;thirdly,implement channel strategies,such as online SoLoMo three-dimensional marketing,offline layered marketing and improvement of the cooperation between banks and governments,and banks and enterprises;finally,utilize the promotion strategy of integrated marketing and grasp the idea strategy of conceptual leading.Meanwhile,it is suggested that the smooth implementation of marketing strategy should be ensured in five aspects: the guarantee of incentive and assessment mechanism,the guarantee of professional team talents,the guarantee of policy and system research,the guarantee of post-rent operation and management,and the guarantee of risk prevention and control system,so as to make sure the smooth implementation of marketing strategy.