| Under the main tone of the real estate policies which are encouragement for both renting and purchase and Housing is for living in,not for speculation,the housing leasing market has huge potential and rapid growth,that is expected to become a new trillion-level blue ocean market.The development of the housing leasing market is inseparable from the support of the financial industry.Construction Bank actively assumes the responsibility of state-owned banks,takes the lead in putting forward the strategy of housing leasing and simultaneously launching the first comprehensive service platform of Housing leasing Jianrong Home,focusing on building a brand-new business model of Leasing & Finance & Platform to fully meet the needs of both parties for supporting financial services such as full-process business management and personal housing rental loans.The launch of Jianrong Home platform has attracted wide attention,and its current promotion status and future development direction have also received the attention of industry insiders,management departments and experts and scholars in related fields.The Q Provincial Branch of China Construction Bank took the lead in building the platform of Jianrong Home with the mode of Government-Bank Cooperation in the provincial capital cities of China,and achieved fruitful results.Therefore,it is typical and representative to take the Q Provincial Branch of the Construction Bank as the research object.This report starts with the investigation of the Q Provincial Branch of the Construction Bank,with a view to studying the current situation and problems of the operation of the Jianrong Home platform in Q Provincial,and puts forward some effective strategies,so as to be of some value for the Q Provincial Branch of the Construction Bank and other branches to better carry out the housing rental financial business.This report is mainly divided into five parts.The first part systematically introduces the functions and characteristic services of the Jianrong Home platform,and then analyzes the advantages and disadvantages of the Jianrong Home platform by comparing with Alipay rental platform,ZIRoom and other rental installment products.In the second part,according to the results of field interviews and questionnaires,the author analyzed the current situation of the implementation of Jianrong Home platform in Q Province Branch of CCB,including Government-Bank Cooperation and Bankenterprise Cooperation,and analyses the existing promotion problems,including limited promotion channels and insufficient prominence of product promotion.Obviously,the brand concept has not yet been clear and so on.In the third part,according to the results of the questionnaire survey,the comprehensive evaluation index system of Jianrong Home platform is constructed by principal component analysis,clustering analysis and entropy weight method.Four first-level indicators and 25 second-level indicators are selected.Quantitative analysis shows that users have a good overall evaluation of Jianrong Home,but there is still room for improvement in information content,platform technology,customer use and service.The fourth part puts forward suggestions to improve the problems found in field interviews and quantitative analysis,including multi-strategy promotion,strengthening business linkage,improving service level,guaranteeing information quality,optimizing platform performance and so on.The last part is the conclusion,which summarizes the research conclusions of this report.As for the research of housing rental market,academic circles have made some achievements in the long-term rental apartments,housing rental financing methods,pricing mechanism and the policy of purchasing and renting simultaneously,but few scholars have made attempts in the research of commercial banks' housing rental financial business.Compared with previous studies,the main innovation of this report lies in the novelty of research content and the uniqueness and representativeness of the selected research objects. |
PDF Full Text Request