惠州农商银行个人住房按揭贷款业务营销策略研究 近年来，我国经济不断高速发展，社会日益繁荣昌盛，个人住房不仅是每家 每户的刚需，也是一种重要的投资产品，更是一直以来国家经济增长的重要支 撑。因此，个人住房按揭贷款业务一直以来都是国家和民众迫切需要推行和解 决的，也是各金融机构目前发展至关重要的核心业务之一。个人住房按揭贷款 业务竞争日趋激烈，同业竞争已然进入白热化阶段，早已成为兵家必争之核心 业务。 本文通过对惠州农商银行个人住房按揭贷款业务发展进行深入分析研究，从 政治经济、文化技术等宏观因素着手对惠州农商银行个人住房按揭贷款业务进 行全面整体的研究分析，利用文献研究法、调查法、定性定量研究法、经验总 结法等，从同业竞争、潜在对手、替代者等微观因素对相关业务进行深入透彻 的研究，并对相关业务的优劣势、机遇挑战等使用 分析法，结合惠州地区经济 现状及人民生活实际情况，详细分析存在问题和成因，对惠州农商银行个人住 房按揭贷款业务进行战略规划分析，明确和细分市场定位，提出科学的改进措 施，尝试突破发展瓶颈，彻底解决该行个人按揭房贷业务营销拓展和业务管理 方面存在的问题。深入分析研究4P+4C营销理论并提出产品与客户策略、价格与 成本策略、渠道与便利策略、促销与沟通策略，结合实际营销工作，最终制定 出合适惠州农商银行的个人住房按揭贷款业务营销策略，全面提升惠州农商银 行个人住房按揭贷款业务在惠州金融市场上的产品力。最后，通过从政策法规、 组织制度、人力资源、绩效考核等多方面提出惠州农商银行个人住房按揭贷款 业务营销策略实施保障，确保营销策略的有效性和长效性。 论文通过对该行业务的SWOT分析，对4P+4C营销理论的深入研究分析，结 合实际情况，提出了优化改进惠州农商银行个人住房按揭贷款业务的营销策略 方案，提出更科学适用的营销策略组合，为惠州农商银行做大做强个人住房按 揭贷款业务和抢占更多市场份额提供有力支撑，为其提前完成3至5年个人房贷 业务翻番任务目标打下坚实理论基础。 关键词：惠州农商银行；个人住房按揭贷款；营销策略。 IAbstract Research on Marketing Strategy for Personal Housing Mortgage of Huizhou Rural Commercial Bank In recent years, my country’s economy has continued to develop at a high speed and the society has become increasingly prosperous. Personal housing is not only a rigid demand for every household, but also an important investment product. It has always been an important support for the country’s economic growth. Therefore, the personal housing mortgage loan business has always been an urgent need for the country and the people to implement and solve it, and it is also one of the core businesses that are vital to the development of financial institutions. The competition in the personal housing mortgage loan business has become increasingly fierce, and competition in the same industry has entered a fierce stage, and it has long become a core business for military experts. This paper conducts an in-depth analysis and research on the development of Huizhou Rural Commercial Bank’s personal housing mortgage loan business, starting from political, economic, cultural and technological macro factors to conduct a comprehensive research and analysis on the personal housing mortgage loan business of Huizhou Rural Commercial Bank, using literature research methods, Investigation method, qualitative and quantitative research method, experience summary method, etc., conduct in-depth and thorough research on related businesses from micro-factors such as horizontal competition, potential opponents, substitutes, etc., and use analytical methods to combine the advantages and disadvantages of related businesses, opportunities and challenges, etc. The current economic situation in Huizhou area and the actual conditions of people’s lives, detailed analysis of existing problems and causes, strategic planning and analysis of the personal housing mortgage loan business of Huizhou Rural Commercial Bank, clarified and segmented market positioning, proposed scientific improvement measures, and tried to break through the development bottleneck. Thoroughly solve the problems in the marketing development and business management of the bank's personal mortgage business. In-depth analysis and study of 4P+4C marketing theory and put forward product and IIcustomer strategies, price and cost strategies, channel and convenience strategies, promotion and communication strategies, combined with actual marketing work, and finally formulated suitable personal housing mortgage loan business marketing for Huizhou Rural Commercial Bank Strategies to comprehensively enhance the product power of Huizhou Rural Commercial Bank’s personal housing mortgage loan business in the Huizhou financial market. Finally, through policies and regulations, organizational systems, human resources, performance evaluation and other aspects, the implementation of the marketing strategy of Huizhou Rural Commercial Bank's personal housing mortgage loan business is guaranteed to ensure the effectiveness and long-term effectiveness of the marketing strategy. Based on the SWOT analysis of the bank’s business, the in-depth research and analysis of the 4P+4C marketing theory, combined with the actual situation, the paper puts forward a marketing strategy plan to optimize and improve the personal housing mortgage loan business of Huizhou Rural Commercial Bank, and put forward a more scientific and applicable marketing strategy The combination provides strong support for Huizhou Rural Commercial Bank to expand and strengthen its personal housing mortgage loan business and seize more market share, laying a solid theoretical foundation for it to complete the task of doubling personal housing loan business in three to five years ahead of schedule.