本文選題：建設(shè)銀行蘇州分行 + 個(gè)人住房貸款��； 參考：《南京大學(xué)》2013年碩士論文

【摘要】：20世紀(jì)90年代以來,我國商業(yè)銀行群體日益呈現(xiàn)出多元化的競爭格局。為提高競爭力,各商業(yè)銀行都在大力發(fā)展零售業(yè)務(wù)。個(gè)人住房貸款業(yè)務(wù),以其收益高、經(jīng)濟(jì)資本占用少、風(fēng)險(xiǎn)分散等特點(diǎn)備受各商業(yè)銀行的青睞。近年來建設(shè)銀行蘇州分行的個(gè)人住房貸款市場占比一直居四大國有銀行之首,也是蘇州當(dāng)?shù)厮薪鹑跈C(jī)構(gòu)中市場占比最大的行。但同業(yè)競爭日趨激烈,建行如何能進(jìn)一步保持目前的領(lǐng)先態(tài)勢面臨很大的挑戰(zhàn)。 本文著重通過對建設(shè)銀行蘇州分行個(gè)人住房貸款業(yè)務(wù)目前的營銷和銷售狀況進(jìn)行分析,運(yùn)用所學(xué)市場營銷的基本知識,探討蘇州分行個(gè)人住房貸款業(yè)務(wù)在市場營銷方面已經(jīng)確立的優(yōu)勢,并分析存在的不足,同時(shí)對蘇州分行個(gè)人住房貸款業(yè)務(wù)的營銷工作提出一些方式、方法和意見,以便建設(shè)銀行蘇州分行能在個(gè)人住房貸款業(yè)務(wù)領(lǐng)域進(jìn)一步提高其市場占有率,增強(qiáng)市場競爭力,取得更大的發(fā)展。此外也希望對建設(shè)銀行其他機(jī)構(gòu)以及同業(yè)的個(gè)人住房貸款市場營銷工作提供一些借鑒。 本文在研究過程中采用了訪談、查閱資料、案例分析以及問卷調(diào)查等方法對建設(shè)銀行蘇州分行個(gè)人住房貸款業(yè)務(wù)的開展情況進(jìn)行了認(rèn)真的分析。對建設(shè)銀行蘇州分行個(gè)人住房貸款所處的營銷環(huán)境運(yùn)用PEST方法從四個(gè)方面展開分析,認(rèn)為宏觀環(huán)境給建設(shè)銀行蘇州分行經(jīng)營個(gè)人住房貸款帶來業(yè)務(wù)發(fā)展的機(jī)遇,但同時(shí)調(diào)控政策的多變性也帶來一定的挑戰(zhàn)。通過對建設(shè)銀行蘇州分行個(gè)人住房貸款營銷現(xiàn)狀的分析,發(fā)現(xiàn)建設(shè)銀行蘇州分行在產(chǎn)品創(chuàng)新、品牌建設(shè)、專業(yè)服務(wù)、流程效率、專業(yè)人才等五個(gè)方面具有一定的競爭優(yōu)勢,但同時(shí)也存一定的不足,如二手房貸市場占比低、價(jià)格管理不到位、渠道管理不到位、傳播不到位等。最后運(yùn)用市場營銷理論從產(chǎn)品、價(jià)格、渠道、促銷、實(shí)施保障等五個(gè)方面提出針對性的營銷策略,確保建設(shè)銀行蘇州分行繼續(xù)保持個(gè)人住房貸款的市場份額領(lǐng)先優(yōu)勢,提高個(gè)人住房貸款收益貢獻(xiàn)度,提高客戶的品牌忠誠度,最終達(dá)到規(guī)模、質(zhì)量、效益的平衡發(fā)展。
[Abstract]:Since 1990's, China's commercial banks have increasingly presented a diversified competition pattern. In order to improve competitiveness, commercial banks are vigorously developing retail business. Individual housing loan business is favored by commercial banks because of its high income, less occupation of economic capital and scattered risks. In recent years, the construction bank Suzhou branch of the individual housing loan market has been in the top four state-owned banks, is also the largest of all local financial institutions in Suzhou market. However, competition between the industry is becoming increasingly fierce, how CCB can further maintain the current leading situation facing a great challenge. This paper focuses on the analysis of the current marketing and sales situation of individual housing loan business in Suzhou Branch of China Construction Bank, and applies the basic knowledge of marketing. This paper discusses the advantages and disadvantages of the personal housing loan business of Suzhou Branch in marketing, and puts forward some ways, methods and opinions on the marketing work of the individual housing loan business in Suzhou Branch. So that Construction Bank Suzhou Branch can further increase its market share, enhance market competitiveness and achieve greater development in the field of personal housing loan business. In addition, it also hopes to provide some reference for other CCB institutions as well as the individual housing loan marketing work in the same industry. In the course of the study, the author makes a serious analysis of the development of individual housing loan business in Suzhou Branch of China Construction Bank by means of interviews, reference materials, case studies and questionnaires. This paper analyzes the marketing environment of individual housing loan in Suzhou Branch of China Construction Bank by using PEST method from four aspects, and concludes that the macro environment brings business development opportunities to Suzhou Branch of China Construction Bank. But at the same time, the variability of regulatory policy also brings some challenges. Based on the analysis of the current situation of individual housing loan marketing in Suzhou Branch of China Construction Bank, it is found that Suzhou Branch of China Construction Bank has certain competitive advantages in five aspects: product innovation, brand building, professional service, process efficiency, professional personnel, etc. But at the same time, there are some shortcomings, such as the low share of the secondary housing loan market, the price management is not in place, the channel management is not in place, the dissemination is not in place and so on. Finally, using the marketing theory from the product, price, channel, promotion, implementation of security and other five aspects of targeted marketing strategies, to ensure that the construction bank Suzhou branch to continue to maintain the market share of the leading edge of personal housing loans. Improve the contribution of individual housing loan income, improve the customer's brand loyalty, and finally achieve the balanced development of scale, quality and benefit.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.4;F299.23

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