Research On Development Strategy Of Personal Housing Loan In China Construction Bank D Branch

In recent years,with the rapid growth of China's national economy,it has also driven the rapid development of the real estate market.The demand for personal housing loans in China has also increased year by year.This business has now become the focus of competition among major commercial banks across the country.The personal housing loan business is a traditional advantage business of CCB.However,in the face of increasingly fierce competition,how to grasp the opportunities and challenges and achieve a healthy and steady development is a subject worthy of our study.This paper takes the personal housing loan business of the construction bank D branch of the author as the research object,and combines the author's actual work experience,using literature analysis,case analysis and interview analysis.Firstly,it introduces the development history of China Construction Bank's personal housing loan business,and analyzes the business development status,product classification and current marketing strategy of CCB D Branch.Then,the internal and external environment and existing problems of the development of the personal housing loan business of CCB D Branch were analyzed.Then,based on the above analysis,the development strategy of the personal housing loan in CCB D Branch is given.According to the actual situation of the construction bank D branch,specific development proposals are given mainly from the two major segments of marketing and risk management.On the one hand,it has enriched the original 4P marketing strategy content;on the other hand,it has put forward higher requirements in terms of service by increasing human-oriented strategy,process control,and tangible display.In order to improve the quality of assets,we have put forward targeted recommendations on four aspects:market risk,credit risk,operational risk and "fake loan" risk.Through the "7P+R" combination development strategy,it provides reference for the development of personal housing loan business of D branch,and also provides some reference for the development of similar business of other banks..