Research On Marketing Strategy Of Second-hand Housing Loan Of Lanzhou Bank In Lanzhou

In recent years,with the rapid development of China's economy,China's urbanization level has also been greatly improved,and residents' demand for housing has also been more to the second-hand housing,which also drives the rapid development of second-hand housing loans in commercial Banks.As the real estate market becomes more and more mature,the transaction volume of second-hand houses becomes larger and larger,which has been practiced in developed countries.The study found that in those countries and regions where real estate development is relatively standard and mature,second-hand housing transactions can reach 70-85% of the total real estate transactions.However,at present,the development of the secondary housing market in China is in a relatively unbalanced state,has not yet played its role.Housing secondary market development in the old house in a new home,in the residents of the small room in the big room,is very good,and can promote the development of the primary market of housing,to be able to have certain effect to improve the housing supply,also can to a certain degree of inhibition of prices,it increased its for different classes of family housing choice,also realize the residents' housing consumption "cascade",so the second-hand housing loans in the commercial banking has a more broad prospects for development,at the same time,the secondary market is the mainstream of the late development of real estate in our country.As the capital city of Gansu province,Lanzhou has a long and narrow landform of "two mountains and one river",which is not conducive to the development and utilization of land resources.Moreover,due to the relatively backward allocation of social resources in the surrounding towns of Lanzhou,a large number of people flooded into Lanzhou with less land and more people,making the second-hand housing loan market in Lanzhou more active than that in other second and third-tier cities.At present,with the domestic economic downturn,the competition among commercial Banks is more fierce,and the second-hand housing loan has become a better asset business for commercial Banks.In 2018,the balance of personal housing loans in Gansu was 157.2 billion yuan,an increase of 30.8 billion yuan over the previous year.In terms of the increase in housing loans,Lanzhou bank ranked fifth.The housing mortgage business of Lanzhou bank has great development space in stock mining and incremental marketing.This paper adopted the method of literature review,case studies and other methods for Lanzhou bank second-hand housing loan business research of the status of the investigation,it is concluded that the second-hand housing loan business is affected by the economic downturn and Lanzhou bank lending exposure,lead to defective rate rise,the second-hand housing loans in the agency business development imbalance between,market positioning is not clear and marketing team configuration does not reach the designated position,management is not science and so on.In view of the above problems,this paper applies STP marketing theory to the second-hand housing loan market in Lanzhou,selects regional factors in geographical factors,income and family life cycle factors in demographic factors,and factors in psychological factors to carry out market segmentation,select the target market,and determine the market positioning.At the same time,the 4P theory to meet the needs of consumers is adopted for in-depth marketing.To come to the conclusion that Lanzhou bank second-hand housing loan market should be the target market positioning in the Anning district,Qilihe district,Chengguan area of single stage or full nest stage has a rigid requirements or improve sexual needs of customers,the purchase of second-hand housing based on online,optimization of distribution channels,differentiated pricing strategy,integrated product service methods such as full-service in second-hand housing loan client.