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MBA毕业论文_BJ银行西安分行个人住房按揭贷款营销策略研究DOC

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基本简介
I 摘要 自上 20 世纪 90 年代末,商品住房逐渐走入历史发展的舞台开始,个人住房按揭贷 款业务也随之应运而生并且逐渐发展壮大,截止 2017 年末,我国的个人住房按揭贷款 余额已经突破了 21 万亿,名副其实的成为了老百姓日常生活中主要负债来源。因为个 人住房按揭贷款自身风险低,金额小,足值抵押等特点,越来越多的商业银行也随之进 入了个人住房按揭贷款的业务领域,BJ 银行西安分行如何拓展和保持现有的市场占有 份额,稳步拓展业务和提升盈利,特别是对于个人住房按揭贷款业务的发展,直接影响 BJ 银行西安能否一直保持利润增长点以及零售客户资源的开发和向零售银行转型的战 略方针。目前个人住房按揭贷款市场发展迅速,按揭贷款利率节节攀升,品种同质化, 导致各家银行间竞争尤为激烈,怎样在金融市场上占据更多的业务资源,获得更大的业 务收益,营销策略的选择和实施显得异常重要。 本文以 BJ 银行西安分行个人住房按揭贷款业务营销策略作为研究对象,以西安市 房地产金融市场发展现状作为研究背景,结合当前金融市场环境和西安经济发展情况, 通过与多家商业银行进行政策、产品、经营模式等对比分析,并结合 SWOT 分析法分 析 BJ 银行西安分行个人住房按揭贷款业务发展进程中的优势、劣势、机遇以及面临的 挑战,全面了解 BJ 银行西安分行个人住房按揭贷款业务发展中存在的问题和成因,总 结现有营销策略的不足之处。制定出适合 BJ 银行西安分行个人住房按揭贷款业务营销 策略,并对当前个人住房按揭贷款的业务模式进行优化,得以提高 BJ 西安分行个人住 房按揭贷款产品在西安金融市场上的竞争力。 面对西安市各商业银行在该领域的不断竞争,BJ 银行西安分行如果想在市场上占 据更多的份额,树立良好的品牌和口碑,就必须拓宽现有的客户服务渠道,提高业务效 率,搭建电子自动审批平台,健全客户综合评价和价值分析系统,加强培训管理,建立 专业化的营销团队、后勤团队、贷后管理团队,建立合理的薪酬制度,优化员工考核制 度,尽快形成差异化服务营销体系,才能牢牢把握个人住房按揭贷款业务市场的主动性。 关 键 词 : BJ 银行西安分行;个人住房按揭贷款;策略 研究类型:应用型研究西北大学硕士学位论文 II Abstract Since the late 1990 s, commercial housing gradually stepping into the stage of historical development, personal housing mortgage loan business has been came into being and develop gradually, as of the end of 2017, China's personal housing mortgage loan balance already broke through 21 trillion, truly become the main source of debt in people daily life. Because of low risk, personal housing mortgage loan itself amount is small, sufficient value mortgage etc., have been more and more commercial Banks enter the personal housing mortgage loan business, BJ bank xi 'an branch how to develop and maintain the existing market share and expand their business steadily and improve profit margins, especially for the development of personal housing mortgage loan business, can directly affect the BJ bank xi 'an has kept profit growth point and retail customer resources development and the strategy of the transformation to retail Banks. At present, the personal housing mortgage loan market develops rapidly, the mortgage loan interest rate increases successively, the variety homogenization, causes each bank to compete particularly fiercely, how occupies more business resources in the financial market, obtains the bigger business income, the development strategy choice and the implementation appears extremely important. Based on BJ bank xi 'an branch personal housing mortgage loan business development strategy as the research object, to xi 'an real estate financial market development present situation as the research background, combining with the current financial market environment and xi 'an economic development situation, policy, the product through with a number of commercial Banks, business model, such as comparative analysis, and combined with SWOT analysis of BJ bank xi 'an branch in the process of the evolution of individual housing mortgage loan business strengths, weaknesses, opportunities and challenges, a comprehensive understanding of BJ bank xi 'an branch problems existing in the development of personal housing mortgage loan business and cause, Summarize the deficiencies of existing development strategies. Work out the development strategy of personal housing mortgage loan business suitable for BJ bank xi 'an branch, optimize the current business model of personal housing mortgage loan, and improve the competitiveness of BJ bank xi 'an branch's personal housing mortgage loan product in xi 'an financial market. In the face of xi 'an commercial Banks in the fierce competition on the personal housingAbstract III mortgage loan business, BJ bank xi 'an branch if you want to occupy more share in the market, establish a good brand and reputation, it is necessary to broaden the existing customer service channels, improve the efficiency of the business, set up electronic automatic examine and approve platform, improve the customer value analysis and evaluation system, strengthen the training management, establish specialized marketing team, logistics team, post-loan management team, establish a reasonable salary system, optimize the staff appraisal system, the differential service marketing system as soon as possible, to firmly grasp the initiative of individual housing mortgage loan business market. K e y W o r d s : BJ bank xi 'an branch; Personal mortgage housing loan; Strategy Research Type:Applied research西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第一章 导论...................................................................................................................... 1 1.1 选题背景与研究意义.............................................................................................. 1 1.1.1 选题背景........................................................................................................... 1 1.1.2 研究意义........................................................................................................... 2 1.2 研究对象与研究方法.............................................................................................. 2 1.2.1 研究对象........................................................................................................... 2 1.2.2 研究方法........................................................................................................... 2 1.3 基本思路、研究内容与框架结构.......................................................................... 3 1.3.1 基本思路........................................................................................................... 3 1.3.2 研究内容.......................................................................................................... 3 1.3.3 框架结构........................................................................................................... 3 1.4 本文的贡献.............................................................................................................. 4 第二章 相关概念界定及理论综述.................................................................................. 6 2.1 个人住房按揭贷款的内容、发展以及风险防控.................................................. 6 2.1.1 个人住房按揭贷款的概念............................................................................... 6 2.1.2 个人住房按揭贷款的特点............................................................................... 6 2.1.3 个人住房按揭贷款的发展............................................................................... 6 2.1.4 个人住房贷款贷款业务的风险防控............................................................... 7 2.2 个人住房按揭贷款研究综述.................................................................................. 9 2.2.1 国内对于个人住房按揭贷款研究综述........................................................... 9 2.2.2 国外对于个人住房按揭贷款研究综述..........................................................11 2.2.3 国内外研究综述总结......................................................................................11 第三章 BJ 银行西安分行个人住房按揭贷款发展现状及问题 .................................. 12 3.1 BJ 银行及西安分行概况....................................................................................... 12目 录 V 3.1.1 BJ 银行简介 ....................................................................................................12 3.1.2 BJ 银行西安分行简介 ....................................................................................12 3.2 BJ 银行西安分行个人住房按揭贷款的发展 .......................................................13 3.3 BJ 银行西安分行个人住房按揭贷款的业务流程 ...............................................15 3.4 BJ 银行西安分行个人住房按揭贷款现阶段存在的问题 ...................................16 3.5 BJ 银行西安分行个人住房按揭贷款现阶段存在问题的成因 ...........................18 第四章 BJ 银行西安分行个人住房按揭贷款业务环境分析.......................................20 4.1BJ 银行西安分行所在区域的发展情况 ................................................................20 4.2 BJ 银行西安分行所在区域房地产市场情况 .......................................................20 4.2.1 BJ 银行西安分行所在区域十年来房地产市场情况 ....................................20 4.2.2 BJ 银行西安分行所在区域未来房地产市场情况分析 ................................22 4.3 西安市场同业机构个人住房按揭贷款业务比较................................................22 4.3.1 机构设置和人员配置比较 ............................................................................22 4.3.2 管理流程比较 ................................................................................................23 4.3.3 产品要素比较 ................................................................................................25 4.4 SWOT 分析 ............................................................................................................26 4.4.1 个人住房按揭贷款业务目前的优势 ............................................................26 4.4.2 个人住房按揭贷款业务目前的劣势 ............................................................27 4.4.3 个人住房按揭贷款业务面临的威胁 ............................................................27 4.4.4 个人住房按揭贷款业务未来的发展机会 .....................................................28 第五章 BJ 银行西安分行个人住房按揭贷款营销策略设计.......................................30 5.1 营销策略设计的目标 ............................................................................................30 5.2 营销策略设计的思路 ............................................................................................30 5.3 营销策略设计的原则 ............................................................................................31 5.4 营销策略设计的方案 ............................................................................................32 5.4.1 产品策略 .........................................................................................................32 5.4.2 价格策略 .........................................................................................................33 5.4.3 渠道策略 .........................................................................................................34 5.4.4 风险防范策略 .................................................................................................34 第六章 BJ 银行西安分行营销策略的保障措施...........................................................36西北大学硕士学位论文 VI 6.1 政策保障................................................................................................................ 36 6.2 服务保障................................................................................................................ 37 6.3 人才保障................................................................................................................ 39 第七章 结论.................................................................................................................. 41 7.1 论文的主要结论.................................................................................................... 41 7.2 论文的不足 ........................................................................................................... 41