Research On Marketing Strategy Of J Bank’s House Leasing Business In Shanxi Province

For the past few years,along with the large scale demographic migration,the rapid increasing real estate costs and the change in the concept of house purchasing,house leasing has become an important way to meet housing needs,especially for migrant workers,scholars and "new citizens".However,at this stage,the rental housing market’s deficiencies and shortcomings is becoming increasingly prominent,such as illegal intermediary,false information,fraud and so on.Scholars believe that these problems are largely due to insufficient regulation,delayed information or the supply-demand imbalance,which means,contrary to the individual landlords’ bigger houses,the lessee prefer smaller and more simple choice.Unfortunately individual landlords are universally accepted as the principal part of house leasing market.So only lucky ones can get the dream house.The dislocation between supply and demand acts as a barrier for house leasing market development.Meanwhile,compared with housing transaction,housing lease is lack of relevant financial products.Down to that house leasing enterprises can hardly survive when their capital catenary ruptures.Inviting more entities to participate in house leasing market is beneficial to build an efficient,professional,standardized market environment,and also,is the key to solve those pain spots.Under the guide of actively national policy,financial institutions who are masters at risk management and financing,have begun to take a part in the rental housing market.They try to seize these policy opportunities by strengthen products innovation and market expansion strategy.So does J bank.On the one hand,J bank solves the financing difficulty efficiently through enriching the rental market financing mode.It provides more installment selection to renters,meanwhile broadens credit limit for house leasing enterprises.On the other hand,J bank presents the "deposit room" business as the breakthrough point,to build a closed-loop management model for housing lease.However,only good products is far from enough to beyond the competitors.Explore the more effective marketing methods is also necessary for the enterprises to deal with the violent market competition.Under the guidance of theoretical research at marketing,the paper takes J Bank’s Housing Leasing Business in Shanxi Province as the research object and try to make some efficient proposals.First of all,combined with the local market and policy environment,the paper investigates the current development of Shanxi Branch’s housing rental business by questionnaire.On this basis,the strengths,weaknesses,opportunities and challenges of Shanxi brand will be presented under the direction of SWOT theory.The strengths includes enrich products,excellent systems,convenient bank lending channel,correlative enterprise cultural background and positive perception.There are still some weaks.Such as lack of professional managers,ambiguous market positioning,poor merchandising and so on.Meanwhile the Shanxi brand need to over come lots of challenges from market system or operational risks at the same time as cease the opportunity.Secondly,the paper divides the house leasing markets into government,businesses and individuals by variation of market subjects.recommendations for the Shanxi brand under the guide of market segmentation theory.This section explores in-depth demands from different market segments so that we can find the accurate target market for J bank.For the last but not the least,learning from the successful experience,and utilizing 7ps theory in the practice,the paper will makes recommendations to the marketing strategies of J bank’s Shanxi brand in house leasing markets.