Research On Marketing Strategy Optimization Of Personal Housing Loan Of Lanzhou Branch Of Postal Savings Bank

Since the late 1980s,commercial housing began to rise in China,individual housing loans business has been came into being and develop gradually,by the end of2019,China's individual housing loans balance already broke through 26 trillion,truly become the main source of debt in people daily life.Frequent changes in regulatory policies due to national policies and intensified competition in the same industry.Postal Savings Bank of China Lanzhou Branch facing more complex market forms.Based on postal saving bank Lanzhou branch individual housing loans business development strategy as the research object,Lanzhou real estate financial market development present situation as the research background,combining with the current financial market environment and Lanzhou economic development situation,Combined with SWOT analysis of postal saving bank Lanzhou branch in the process of the evolution of individual housing loans business strengths,weaknesses,opportunities and challenges,a comprehensive understanding of postal saving bank Lanzhou branch problems existing in the development of individual housing loans business and cause,In view of the lack of types of individual housing loans product,interest rate pricing control ability and product promotion channels,the slow construction,low brand awareness,promotion fatigue and other problems.Employing the STP theory to analyze marketing activities to determine the target market and market positioning.Finally by using 7P marketing theory,we optimization postal savings bank Lanzhou branch individual housing loans marketing strategy.Summarize the deficiencies of existing development strategies.Work out the development strategy of individual housing loans business suitable for postal saving bank Lanzhou branch,optimize the current business model of individual housing loans,and improve the competitiveness of postal saving bank Lanzhou branch's individual housing loans product in Lanzhou financial market and expand market share.Simultaneously it also can affords the banks some reference.