党的十九大以来，为深化住房制度改革，党中央、国务院高度重视住房租赁市场的 培育和发展，频频释放政策红利。各地政府、企业和金融机构在政策导向下积极布局住 房租赁市场，为商业银行住房租赁业务的发展带来了新的机遇。2017 年底，建行积极履 行社会责任，率先进入住房租赁市场，各商业银行和互联网公司也纷纷试水抢占份额。 在此形势下，建行 K 分行只有通过找准市场定位，设计并实施有效的住房租赁营销策略， 才能快速促进业务发展，将在住房租赁市场中的先发优势扩大为绝对优势。 本文从建行 K 分行住房租赁业务实际出发，分析业务营销现状及营销环境，总结出 当前住房租赁业务营销中所存在的问题，其主要表现在市场定位模糊、产品种类单一、 价格缺乏弹性、营销渠道狭窄、品牌推广不足、缺乏观念引导六个方面，进而对问题成 因进行分析。然后针对上述问题，结合整合营销传播理论、SoLoMo 营销模式，采用经 典的 STP、4Ps 营销理论为分析框架，找准市场定位，并在此基础上分别从产品、价格、 渠道、促销、理念五个方面设计营销策略，切实解决营销中所存在的问题，具体包括， 借鉴科技巨头先进经验、打造全链条全周期产品体系、供给端和需求端产品创新的产品 策略，融资贷款差别定价、租房贷款利率优惠的价格策略，线上 SoLoMo 立体化营销、 线下分层营销、加强银政银企战略合作的渠道策略，运用整合营销传播手段的促销策略， 以及抓好观念引导的理念策略。同时，建议做好激励考核机制保障、专业团队人才保障、 政策制度研究保障、租后运营管理保障、风险防控体系保障这五个方面，以此保证营销 策略的顺利实施。 关键词，建行，住房租赁业务，营销策略III ABSTRACT In order to deepen the reform of housing system, the CPC Central Committee and the State Council have attached great importance to the cultivation and development of the house leasing market and released favorable policies frequently since the 19th National Congress of the CPC. Local governments, enterprises and financial institutions, under the calls of relevant policies, are actively optimizing market layout, which has brought new opportunities for the development of house leasing business of commercial banks. By the end of 2017, CCB (China Construction Bank) took the lead in entering the house leasing market to fulfill its social responsibilities, and other commercial banks and Internet companies were also attempting to grab a share. Under the circumstance, only by identifying its own market position, and working out and implementing effective marketing strategies for house leasing, can CCB K Branch promote the advancement of its business rapidly and turn its first-mover advantage into an absolute predominance in this field. Starting from the fact in house leasing business of CCB K Branch, First of all, its status quo and marketing environment are analyzed in this paper. The current problems of house leasing business in its marketing are summarized, which are mainly involved in 6 aspects: market positioning ambiguity, single product category, uncompetitive price elasticity, narrow marketing channels, inadequate brand promotion and lack of idea leading, and then the causes of problems mentioned above are analyzed accordingly. Secondly, combining the integrated marketing communication theory and the SoLoMo marketing mode, adopting the classical STP, 4Ps marketing theory as the analysis frame, identify its own market position to address the above problems. On this basis, marketing strategies are designed from 5 perspectives, including products, prices, channels, promotional events and ideas, so as to solve the problems in marketing. Specifically speaking, these solutions are as follows, firstly, draw lessons from the advanced experience of technology giants, build a full-cycle product system of the whole chain, and formulate product strategies for product innovation at both supply and demand sides; secondly, implement pricing strategies, such as differential pricing of financing loans, preferential interest rate for rental loans and so on; thirdly, implement channel strategies, such as online SoLoMo three-dimensional marketing, offline layeredIV marketing and improvement of the cooperation between banks and governments, and banks and enterprises; finally, utilize the promotion strategy of integrated marketing and grasp the idea strategy of conceptual leading. Meanwhile, it is suggested that the smooth implementation of marketing strategy should be ensured in five aspects: the guarantee of incentive and assessment mechanism, the guarantee of professional team talents, the guarantee of policy and system research, the guarantee of post-rent operation and management, and the guarantee of risk prevention and control system, so as to make sure the smooth implementation of marketing strategy. KEYWORDS，China Construction Bank, House leasing business, Marketing strategiesV 目 录 摘要...........................................................................................................................................I ABSTRACT.............................................................................................................................III 1 绪 论......................................................................................................................................1 1.1 研究背景与意义..............................................................................................................1 1.1.1 理论意义...................................................................................................................1 1.1.2 实践意义...................................................................................................................1 1.2 国内外研究现状..............................................................................................................2 1.2.1 国外研究现状...........................................................................................................2 1.2.2 国内研究现状...........................................................................................................3 1.2.3 国内外研究现状述评...............................................................................................5 1.3 研究思路与方法..............................................................................................................5 1.3.1 研究思路...................................................................................................................5 1.3.2 研究方法...................................................................................................................5 1.4 研究内容与框架..............................................................................................................6 1.4.1 研究内容...................................................................................................................6 1.4.2 论文框架...................................................................................................................7 1.5 创新之处..........................................................................................................................8 2 相关概念与理论概述............................................................................................................9 2.1 住房租赁相关概念..........................................................................................................9 2.2 整合营销传播理论..........................................................................................................9 2.3SOLOMO营销模式........................................................................................................10 2.4STP 营销理论................................................................................................................11 2.54PS 营销理论.................................................................................................................12 3 建行 K 分行住房租赁业务营销现状分析.........................................................................13VI 3.1 建行 K 分行住房租赁业务营销现状分析...................................................................13 3.1.1 建行 K 分行简述....................................................................................................13 3.1.2 住房租赁业务简介.................................................................................................16 3.1.3 K 分行住房租赁业务营销现状.............................................................................17 3.2 建行 K 分行住房租赁业务营销环境分析...................................................................18 3.2.1 政治法律环境.........................................................................................................18 3.2.2 经济环境.................................................................................................................20 3.2.3 社会文化环境.........................................................................................................22 3.2.4 技术环境.................................................................................................................24 3.2.5 行业环境.................................................................................................................24 3.2.6 竞争环境.................................................................................................................27 4 建行 K 分行住房租赁业务营销中存在的问题及原因分析.............................................31 4.1 营销中存在的问题........................................................................................................31 4.1.1 市场定位模糊.........................................................................................................31 4.1.2 产品种类单一.........................................................................................................32 4.1.3 价格缺乏弹性.........................................................................................................33 4.1.4 营销渠道狭窄.........................................................................................................34 4.1.5 品牌推广不足.........................................................................................................35 4.1.6 缺乏观念引导.........................................................................................................35 4.2 原因分析........................................................................................................................37 4.2.1 缺少合理的营销体系.............................................................................................37 4.2.2 缺少健全的考核机制.............................................................................................37 4.2.3 政策支持体系不完善.............................................................................................37 4.2.4 缺乏租赁住房运营经验.........................................................................................38 5 建行 K 分行住房租赁业务营销策略设计与实施保障.....................................................39 5.1 建行 K 分行住房租赁业务 STP 分析..........................................................................39 5.1.1 市场细分.................................................................................................................39 5.1.2 目标市场选择.........................................................................................................41VII 5.1.3 市场定位.................................................................................................................43 5.2 营销组合策略分析........................................................................................................43 5.2.1 丰富产品体系.........................................................................................................43 5.2.2 产品差别定价.........................................................................................................45 5.2.3 线上 SoLoMo 模式与线下分层营销.....................................................................46 5.2.4 运用整合营销传播手段.........................................................................................49 5.2.5 抓好观念引导.........................................................................................................50 5.3 营销策略的实施保障....................................................................................................51 5.3.1 激励考核机制保障.................................................................................................51 5.3.2 专业团队人才保障.................................................................................................52 5.3.3 政策制度研究保障.................................................................................................53 5.3.4 租后运营管理保障.................................................................................................53 5.3.5 风险防控体系保障.................................................................................................54 6 结论与展望..........................................................................................................................57 6.1 研究结论........................................................................................................................57 6.2 研究展望........................................................................................................................58