本文關(guān)鍵詞： 房貸市場(chǎng) 服務(wù)營(yíng)銷 動(dòng)態(tài)營(yíng)銷策略　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在長(zhǎng)春住房貸款市場(chǎng),剛?cè)胧胁痪玫泥]儲(chǔ)銀行一直扮演著市場(chǎng)追隨者與利基者的角色。盡管粗放的市場(chǎng)營(yíng)銷方式在進(jìn)入市場(chǎng)的中前期取得了一定的成績(jī),但隨著金融市場(chǎng)不斷發(fā)展,金融脫媒、利率市場(chǎng)化政策進(jìn)一步深化,郵儲(chǔ)銀行長(zhǎng)春分行在住房貸款業(yè)務(wù)的發(fā)展中遇到了瓶頸,具體表現(xiàn)為在市場(chǎng)總量不斷增長(zhǎng)的情況下絕對(duì)市場(chǎng)占有率不增反降。由于一味地施行“低價(jià)”策略,郵儲(chǔ)銀行長(zhǎng)春分行非但沒能提高市場(chǎng)占有率,反而減少了企業(yè)總體利潤(rùn)收入,破壞了企業(yè)整體品牌形象。本文通過對(duì)長(zhǎng)春住房貸款市場(chǎng)的深入剖析,結(jié)合郵儲(chǔ)銀行自身特點(diǎn),從服務(wù)營(yíng)銷角度為長(zhǎng)春分行制定切實(shí)可行的營(yíng)銷建議和策略框架。本文選取郵儲(chǔ)銀行長(zhǎng)春分行2014年11月到2016年5月住房貸款營(yíng)銷情況作為實(shí)際的研究對(duì)象。通過對(duì)宏觀數(shù)據(jù)及網(wǎng)絡(luò)調(diào)查問卷結(jié)果的歸納總結(jié),認(rèn)為郵儲(chǔ)銀行長(zhǎng)春分行住房貸款的總體宏觀環(huán)境是平穩(wěn)趨好的較為寬松的態(tài)勢(shì)。之后,通過對(duì)企業(yè)內(nèi)部、市場(chǎng)產(chǎn)業(yè)鏈參與者的微觀環(huán)境分析,找到了改善營(yíng)銷困境的微觀因素。通過進(jìn)一步的研究銀行住房貸款業(yè)務(wù)自身特性,得到了建立在風(fēng)險(xiǎn)容忍度和任務(wù)完成度兩大維度上的營(yíng)銷策略矩陣,為營(yíng)銷策略的動(dòng)態(tài)調(diào)整指明了基本的方向。循序漸進(jìn)的,文章結(jié)合長(zhǎng)春分行住房貸款SWOT分析矩陣的營(yíng)銷戰(zhàn)略劃分,通過STP策略進(jìn)行有效的市場(chǎng)定位,利用最近19個(gè)月市場(chǎng)數(shù)據(jù)的分析結(jié)果對(duì)原有的無差別“低價(jià)”策略進(jìn)行了有力反駁,并針對(duì)不同細(xì)分市場(chǎng)提出了基于服務(wù)營(yíng)銷7P理論的相應(yīng)營(yíng)銷策略。最后,文章從制度、人員、技術(shù)及物力三個(gè)方面提出了營(yíng)銷策略得以順利實(shí)施的保障措施。研究發(fā)現(xiàn),為了改變定位不清、機(jī)制不全、策略不明的營(yíng)銷問題,郵儲(chǔ)銀行長(zhǎng)春分行應(yīng)首先將有限的營(yíng)銷資源投入到首次購(gòu)買住房的優(yōu)質(zhì)剛需市場(chǎng)中,在擴(kuò)大這一市場(chǎng)競(jìng)爭(zhēng)力的基礎(chǔ)上,兼顧其他符合企業(yè)發(fā)展優(yōu)勢(shì)的細(xì)分市場(chǎng)。然后,針對(duì)產(chǎn)品同質(zhì)化嚴(yán)重這一現(xiàn)象,深入挖掘市場(chǎng)需求,為不同細(xì)分市場(chǎng)制定差異化營(yíng)銷戰(zhàn)略。合理利用企業(yè)自身的“低價(jià)”優(yōu)勢(shì),加強(qiáng)渠道合作,提升客戶整體讓渡價(jià)值。動(dòng)態(tài)把握具體策略的實(shí)施方案,及時(shí)調(diào)整營(yíng)銷策略以跟進(jìn)瞬息萬變的市場(chǎng)需求。最后,應(yīng)著重建立并培養(yǎng)專業(yè)優(yōu)質(zhì)的營(yíng)銷服務(wù)團(tuán)隊(duì),細(xì)化績(jī)效體系和培訓(xùn)機(jī)制,進(jìn)一步有效利用市場(chǎng)數(shù)據(jù),增加在行業(yè)內(nèi)的企業(yè)辨識(shí)度,打造郵儲(chǔ)銀行房貸營(yíng)銷始終如一的良好品牌形象。
[Abstract]:In the Changchun housing loan market, the Postal savings Bank, which has just entered the market, has been playing the role of market follower and niche, although extensive marketing has made some achievements in the early stage of entering the market. However, with the continuous development of financial markets, financial disintermediation, further deepening of interest rate marketization policy, the Postal savings Bank Changchun Branch in the development of housing loan business encountered a bottleneck. The concrete performance is that the absolute market share does not increase but decrease under the condition of the market total increasing. As a result of blindly implementing the "low price" strategy, the Changchun branch of the Postal savings Bank has not only failed to increase its market share. On the contrary, it reduces the overall profit income of the enterprise and destroys the overall brand image of the enterprise. This paper analyzes the housing loan market in Changchun and combines the characteristics of the Postal savings Bank. From the point of view of service marketing, we make practical marketing suggestions and strategic framework for Changchun Branch. This paper selects Changchun Branch of Postal savings Bank as the actual situation of housing loan marketing from November 2014 to May 2016. Research object. Through the macroscopic data and the network questionnaire result induction summary. It is considered that the overall macro environment of housing loan of Changchun Branch of Postal savings Bank is a relatively relaxed situation of steady improvement. After that, the microcosmic environment analysis of the participants in the market industrial chain is made through the analysis of the internal enterprise and the participants of the market industrial chain. Find out the micro-factors to improve the marketing dilemma. Through the further study of the characteristics of the bank housing loan business, we get the marketing strategy matrix based on the two dimensions of risk tolerance and task completion. For the dynamic adjustment of marketing strategy pointed out the basic direction. Step by step, the article combined with Changchun Branch Housing loan SWOT analysis matrix marketing strategy division, through the STP strategy for effective market positioning. Using the results of market data analysis in the last 19 months, the paper makes a strong rebuttal to the original "low price" strategy. And for different segments of the market proposed based on service marketing 7P theory of the corresponding marketing strategy. Finally, the article from the system, personnel. Three aspects of technology and material resources put forward the successful implementation of marketing strategy safeguards. The study found that in order to change the positioning is not clear, the mechanism is not complete, the strategy of marketing problems. Changchun Branch of Postal savings Bank should first invest its limited marketing resources into the market of high quality rigid demand for first-time purchase of housing and expand the competitiveness of this market. Then, aiming at the serious phenomenon of product homogenization, we dig into the market demand deeply. To formulate differentiated marketing strategy for different segments of the market, make rational use of the "low price" advantage of the enterprise itself, strengthen channel cooperation, enhance the overall value of customer transfer, and dynamically grasp the implementation plan of the specific strategy. Adjust the marketing strategy in time to follow the ever-changing market demand. Finally, we should focus on the establishment and training of professional and high-quality marketing service team, refinement of performance system and training mechanism, and further effective use of market data. Increase the business identification in the industry, create a postal savings bank mortgage marketing consistent good brand image.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F618.3;F832.479

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 ;簡(jiǎn)化手續(xù) 促進(jìn)個(gè)人住房貸款業(yè)務(wù)發(fā)展[J];中國(guó)金融;2000年08期

2 李平,桑任庚;省建行大力推展個(gè)人住房貸款業(yè)務(wù)[J];青海金融;2002年08期

3 楊煥君;個(gè)人住房貸款業(yè)務(wù)緣何上熱下冷[J];金融教學(xué)與研究;1998年06期

4 姚寶珍,郭鳳;住房貸款業(yè)務(wù)發(fā)展的制約因素及對(duì)策探討[J];財(cái)金貿(mào)易;2000年02期

5 ;抓住機(jī)遇 搶占市場(chǎng) 全面拓展個(gè)人住房貸款業(yè)務(wù)[J];中國(guó)金融;2000年08期

6 黃輔文,王文杰;轉(zhuǎn)變觀念　抓住機(jī)遇　發(fā)展個(gè)人住房貸款業(yè)務(wù)[J];大慶社會(huì)科學(xué);2000年01期

7 劉群,任萬明;關(guān)于發(fā)展我國(guó)個(gè)人住房貸款業(yè)務(wù)的思考[J];山東農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2000年04期

8 徐英;;對(duì)發(fā)展個(gè)人住房貸款業(yè)務(wù)的思考[J];華北金融;2000年12期

9 徐立平;試論個(gè)人住房貸款業(yè)務(wù)的風(fēng)險(xiǎn)防范[J];遼寧經(jīng)濟(jì);2001年10期

10 陳克文;對(duì)農(nóng)行個(gè)人住房貸款業(yè)務(wù)的幾點(diǎn)建議[J];農(nóng)村金融與市場(chǎng)經(jīng)濟(jì);2001年06期

相關(guān)會(huì)議論文 前2條

1 王印堂;;對(duì)農(nóng)行開展住房貸款業(yè)務(wù)的思考[A];探索 創(chuàng)新 發(fā)展[C];2000年

2 李杰;;淺議二手住房貸款業(yè)務(wù)中的若干法律問題[A];中國(guó)民商法實(shí)務(wù)論壇論文集[C];2005年

相關(guān)重要報(bào)紙文章 前10條

1 趙世綱;建行個(gè)人住房貸款業(yè)務(wù)發(fā)展迅速[N];中國(guó)水利報(bào);2000年

2 本報(bào)通訊員 劉輝;農(nóng)行個(gè)人住房貸款業(yè)務(wù)穩(wěn)步增長(zhǎng)[N];中國(guó)城鄉(xiāng)金融報(bào);2007年

3 楊知行　本報(bào)記者 張學(xué)軍;嚴(yán)禁住房貸款業(yè)務(wù)惡性競(jìng)爭(zhēng)[N];遼寧日?qǐng)?bào);2011年

4 孫杰;建行個(gè)人住房貸款業(yè)務(wù)廣受歡迎[N];中國(guó)信息報(bào);2000年

5 通訊員呂元兆 韋健;揚(yáng)州分行個(gè)人住房貸款業(yè)務(wù)提速發(fā)展[N];中國(guó)城鄉(xiāng)金融報(bào);2009年

6 實(shí)習(xí)生 李彤　記者 江叢干;江西啟動(dòng)農(nóng)民住房貸款業(yè)務(wù)[N];中華工商時(shí)報(bào);2009年

7 記者 趙世綱;建行住房貸款業(yè)務(wù)發(fā)展快[N];新華每日電訊;2000年

8 ;建行個(gè)人住房貸款業(yè)務(wù)簡(jiǎn)介[N];云南日?qǐng)?bào);2000年

9 曹友國(guó);山東滕州支行個(gè)人住房貸款業(yè)務(wù)又好又快[N];中國(guó)城鄉(xiāng)金融報(bào);2007年

10 董建華邋通訊員 周琨 劉印濤;建行黑龍江分行　個(gè)人房貸占據(jù)“半壁江山”[N];金融時(shí)報(bào);2007年

相關(guān)碩士學(xué)位論文 前10條

1 陳星星;A支行個(gè)人住房貸款業(yè)務(wù)調(diào)研報(bào)告[D];廣西大學(xué);2015年

2 王浩;H銀行滁州分行個(gè)人住房貸款業(yè)務(wù)風(fēng)險(xiǎn)管理研究[D];南京師范大學(xué);2015年

3 王雪;XX商業(yè)銀行個(gè)人住房貸款業(yè)務(wù)風(fēng)險(xiǎn)管理研究[D];山西大學(xué);2016年

4 余婧;建行宣城市分行個(gè)人住房貸款業(yè)務(wù)營(yíng)銷策略研究[D];安徽大學(xué);2017年

5 王俊男;郵儲(chǔ)銀行長(zhǎng)春分行住房貸款業(yè)務(wù)營(yíng)銷策略研究[D];吉林大學(xué);2017年

6 周嵩琪;HH銀行個(gè)人住房貸款業(yè)務(wù)風(fēng)險(xiǎn)管理研究[D];青島科技大學(xué);2017年

7 孫文浩;G銀行長(zhǎng)春分行個(gè)人住房貸款業(yè)務(wù)的風(fēng)險(xiǎn)管理研究[D];吉林財(cái)經(jīng)大學(xué);2017年

8 姚建斌;甘肅農(nóng)行個(gè)人住房貸款業(yè)務(wù)市場(chǎng)擴(kuò)張策略研究[D];蘭州大學(xué);2010年

9 黃環(huán);中國(guó)銀行湖南分行個(gè)人住房貸款業(yè)務(wù)發(fā)展研究[D];湖南大學(xué);2010年

10 李瑾;浙江建行個(gè)人住房貸款業(yè)務(wù)營(yíng)銷策略研究[D];浙江工業(yè)大學(xué);2013年

，

本文編號(hào)：1460391