Research Upon Marketing Strategy Of“individual Housing Loan”in Qinhuangdao Branch Of China Construction Bank

China commercial Banks are increasingly showing a pattern of diversified competition.To enhance competitiveness,Commercial Banks are making great efforts to develop their retail lending business.Personal housing loan business is favored by commercial Banks due to its high income,low occupation of economic capital and risk diversification.In recent years,the personal housing loan market of China construction bank Qinhuangdao branch has been ranked in the top four state-owned Banks,in the face of increasingly fierce competition,how can CCB further maintain the current leading situation in the face of great challenge.At present,the competition of personal loan among banks has been quite obvious,and personal loan has become one of the key directions of bank credit business.How to develop personal loan business and what to do have become priority in Commercial Banks.Although good marketing concepts and strategies have been adopted and applied by Banks,but in general,the marketing strategies of Chinese Banks in personal loan business are still slightly backward.Through the study of this article,we can stage marketing strategy in the fierce competition in the market environment for the construction bank individual housing loan product.At the same time,if the policy allows,it also has a positive reference value for the state-owned commercial Banks to carry out the individual housing loan business.Firstly,this paper finds out the relevant marketing theories and methods of personal housing loan products by consulting domestic and foreign research materials in the field of personal loan and housing finance marketing.Taking the individual human housing loan of CCB Qinhuangdao branch as the research object,this paper analyzes the external environment and internal environment of personal housing loan handled by CCB Qinhuangdao branch with the STP analysis method and PEST analysis method.According to internal relevant data,customer groups were subdivided,and the characteristics of high-quality customers of CCB Qinhuangdao branch were summarized,so as to make market position and target market selection.Put forward from product,channel,price,promotion,service,five aspects can promote the development of CCB Qinhuangdao branch of personal housing loan business to further improve the marketing strategy.Finally it discusses the safeguard measures of relevant marketing strategies,including strengthening corporate culture to promote product marketing,strengthening corporate culture to promote product marketing,strengthening human resource management,financial management,and strengthening technical support,so as to promote the healthy development of CCBs personal housing loan.