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邮储银行长春分行住房贷款业务营销策略研究_MBA毕业论文DOC

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摘要
邮储银行长春分行住房贷款业务营销策略研究
在长春住房贷款市场,刚入市不久的邮储银行一直扮演着市场追随者与利
基者的角色。尽管粗放的市场营销方式在进入市场的中前期取得了一定的成绩,
但随着金融市场不断发展,金融脱媒、利率市场化政策进一步深化,邮储银行
长春分行在住房贷款业务的发展中遇到了瓶颈,具体表现为在市场总量不断增
长的情况下绝对市场占有率不增反降。由于一味地施行“低价”策略,邮储银
行长春分行非但没能提高市场占有率,反而减少了企业总体利润收入,破坏了
企业整体品牌形象。本文通过对长春住房贷款市场的深入剖析,结合邮储银行
自身特点,从服务营销角度为长春分行制定切实可行的营销建议和策略框架

本文选取邮储银行长春分行 2014 年 11 月到 2016 年 5 月住房贷款营销情况
作为实际的研究对象。通过对宏观数据及网络调查问卷结果的归纳总结,认为
邮储银行长春分行住房贷款的总体宏观环境是平稳趋好的较为宽松的态势。之
后,通过对企业内部、市场产业链参与者的微观环境分析,找到了改善营销困
境的微观因素。通过进一步的研究银行住房贷款业务自身特性,得到了建立在
风险容忍度和任务完成度两大维度上的营销策略矩阵,为营销策略的动态调整
指明了基本的方向。循序渐进的,文章结合长春分行住房贷款 SWOT 分析矩阵的
营销战略划分,通过 STP 策略进行有效的市场定位,利用最近 19 个月市场数据
的分析结果对原有的无差别“低价”策略进行了有力反驳,并针对不同细分市
场提出了基于服务营销 7P 理论的相应营销策略。最后,文章从制度、人员、技
术及物力三个方面提出了营销策略得以顺利实施的保障措施

研究发现,为了改变定位不清、机制不全、策略不明的营销问题,邮储银
行长春分行应首先将有限的营销资源投入到首次购买住房的优质刚需市场中,
在扩大这一市场竞争力的基础上,兼顾其他符合企业发展优势的细分市场。然II
后,针对产品同质化严重这一现象,深入挖掘市场需求,为不同细分市场制定
差异化营销战略。合理利用企业自身的“低价”优势,加强渠道合作,提升客
户整体让渡价值。动态把握具体策略的实施方案,及时调整营销策略以跟进瞬
息万变的市场需求。最后,应着重建立并培养专业优质的营销服务团队,细化
绩效体系和培训机制,进一步有效利用市场数据,增加在行业内的企业辨识度,
打造邮储银行房贷营销始终如一的良好品牌形象

关键词:
房贷市场,服务营销,动态营销策略III
ABSTRACT
Research on Marketing Strategy of Housing Loan Business
for Postal Savings Bank of China Changchun Branch
In changchun housing loan market, The postal savings bank of China as a new
comer has been playing the roles of followers and Marker Nicher.Despite extensive
marketing way in entering the market in early has obtained certain result, but along
with the continuous development of financial markets, financial disintermediation,
marketization of interest rate policy gradually deepening,Postal Savings Bank of
China Changchun Branch, met the bottleneck in the development of housing loan
business, embodied in under the condition of the total market growing absolute
market share has not grown much.
Because of low price strategy blindly, not only failed to increase market share,
reduced the enterprise interest income, instead destroyed the enterprise overall brand
image.This article through to the housing loan market of Changchun, combined with
the characteristics of Postal Savings Bank of China, from the perspective of service
marketing marketing for Changchun branch, formulate feasible Suggestions and
strategies.
This article selects Postal Savings Bank of China Changchun Branch in
November 2014 to May 2016 housing loan marketing situation as the actual research
object.Based on the macro data and network survey results summarized that the
overall macro environment Changchun branch housing loans is steadily improving
more relaxed posture.After that, through the analysis of the micro environment of the
enterprises and the market participants, we find the micro factors to improve the
marketing difficulties.Through further study of bank housing loans to their own
characteristics, have been established in risk tolerance and to accomplish the task of
marketing strategy on the two dimensions of the matrix, and pointed out the basic
direction for the dynamic adjustment of marketing strategy.Step by step, combinedIV
with the Changchun branch of the housing loan SWOT analysis matrix of marketing
strategy.
Based on the analysis results of market data in the last 19 months, this paper
makes an attempt to refute the original undifferentiated low price strategy, and puts
forward the corresponding marketing strategies based on the service marketing 7P
theory.Finally, this article from the system, personnel, technology three aspects put
forward the marketing strategy of the implementation of the safeguard measures.
The study found that, in order to change its marketing dilemma, the Changchun
branch should first put the limited marketing resources into the high quality members
of the first purchasing behavior of the just need buyers market, based on the
expansion of the market competitiveness, taking into account other advantages of
enterprises with the development of market segments.On the basis of expanding this
market competitiveness, taking into account other segments of the market in line with
the advantages of enterprise development.
Aiming at this phenomenon serious product homogeneity, dig deeper into the
market demand, develop differentiation marketing strategy for different market
segments.Rational use of their own low price advantage, strengthen channel
cooperation, enhance the overall value of customer delivery.Dynamic grasp the
implementation of specific strategies, timely adjustment of marketing strategies to
follow the rapidly changing market demand.Finally, should focus on training to
establish a high-quality professional marketing services team, detailed performance
and training mechanism, effective use of market data, and increase the recognition of
industry, create post office bank mortgage marketing a good brand image.
Key words:
Housing Loan Market, Service Marketing, Dynamic Marketing StrategyV
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义.... 1
1.2 研究方法与内容.... 2
1.3 理论基础与文献综述........ 4
第 2 章 邮储银行长春分行住房贷款营销现状及问题........... 8
2.1 中国邮政储蓄银行长春分行简介 ........... 8
2.2 长春分行房贷营销现状.... 8
2.3 长春分行房贷现存的营销问题.. 13
第 3 章 邮储银行长春分行房贷营销环境分析......... 16
3.1 宏观环境分析...... 16
3.2 微观环境分析...... 19
3.3 长春分行房贷 SWOT 分析 ........ 31
第 4 章 邮储银行长春分行住房贷款营销策略制定与实施保障 .... 38
4.1 长春分行房贷业务的 STP 策略. 38
4.2 长春分行的营销组合策略.......... 44
4.3 长春分行营销策略的实施保障.. 49
结 论 ..... 52VI
参考文献 . 53
附 录 ..... 55
致 谢 ..... 571
第 1 章 绪论
1.1 研究背景与意义
1.1.1 研究背景
改革开放以来,随着物质生活水平的提高,出于刚性或是投资需求,住房
在人们生活的地位日益提升。楼市的火爆在近年体现的更加突出,由于国家的
城镇化政策,最近 20 年国内住宅销售面积和房价出现了量价齐升的局面。居民
购买力增速相对缓慢,导致住房贷款热度增加。从 1992 年中国建设银行发放了
我国第一笔个人购房贷款,到 2012 年央行推出利率市
。。。以上简介无排版格式,详细内容请下载查看