Marketing Strategy Of China Construction Bank Personal Consumption Loan In Changchun

Individual consumption loan operation has a magnificent marketdeveloping potential as a newly appearing operation of the commercial bank inChina and begins to receive more and more serious challenge from the foreigncapital banks. Therefore, the market of the individual consumption loan isfacing the establishment of the strategy, the implement of the plan and theperfection or even the reform of the ways and manners.The article, setting the Individual consumption loan of the constructionbank as an example, designs the selling strategy aiming at the target market byanalyzing the general background and the present situation of the market of theconstruction bank in Changchun.I. The analysis of the market background of the individual consumptionloan in ChangchunNow there are nine financial agents transacting the operation of theindividual consumption loan in Changchun. The rate of the individualconsumption loan of housing and vehicles compared with the general rate in2004 slowed comparing with that of 2003, whereas the rate of other loansincreases greatly. The kind of loan that takes up the most proportion in all theother kinds of loan is the rated loan of individual consumption. It has formed amarket layout with three kingdoms: CIBC, Bank of China and ChinaConstruction Bank and FAW Financial Company in the individual consumptionloan markets. At the present, China Construction Bank takes up less than 10%in the individual consumption loan in Changchun.If the increase rate of the individual consumption loan operation iscalculated according to the present developing rate, that is, it develops with therate of increase by 16% every year, it will reach the level of25,000,000,000.00Yuan by the year of 2010 and there is still considerabledevelopment space in the future individual loan market.II. The present situation of the individual consumption loan of ChinaConstruction Bank in ChangchunChina Construction Bank has formed a service system containing manykinds of loans since it started the operation of the individual loans inChangchun in April 1994. The service system includes the loan of the fitment ofindividual housing, the mortgage loan of individual housing, the rated loan ofthe individual.The general advantage of China Construction Bank1. The advantage of network of the service91 related business spots spread in the prosperous street and habitat of thecitizens, covering all over the city.2. The advantage of high technologyThe dredge of the service system of the urban general shops providesstrong technique support for the development of the individual consumptionloan operation.3. The advantage of marketing teamChina Construction Bank has a marketing team including 40 customermanagers, providing all kinds of credit service at any moment.4. The advantage of imageChina Construction Bank has been founded for 50 years and has formed afamous trademark. It has a prestige among the crowd in Changchun.5. The advantage of customer resourcesChina Construction Bank has one million individual customers and100,000 organization customers. Both of them are the life headspring that canmaintain the development of it.6. The advantage of the stock reform of China Construction Bank bringsnew space for its developmentAs a state bank that comes into the market as a experimental unit of thestock reform authorized by the state, the reform of the managing system and theoperation mechanism will bring the richness and perfection or even innovationof the financial products and service.The disadvantage of the individual consumption operation of theconstruction bank1. The inaccurate evaluation for the real ability to return the loan of thecustomers2. Not enough recognition of the information feedback of the customersIII. The adjustment of the target system of selling strategy of ChinaConstruction Bank in Changchun1. The occupation rate in the market reaches 25%Seeing the present layout that the total proportion of CIBC, Bank of Chinaand China Construction Bank reaches 70%, this layout will not change in ashort time. As long as China Construction Bank is in the average level, thestandard of 25% can be reached.2. The ranking is promoted to one degreeThe general size of China Construction Bank is less than CIBC. However,the factor of size of China Construction Bank has much advantage than that ofBank of China. Therefore, it is a realistic choice for China Construction Bank tocompete for the second place in the individual consumption loan operation.3. The benefit of the network of commercial establishments of distributionis increased by more than 15%4. The strong famous trademark in the market of the individualconsumption loan in ChangchunMaking the trademark of "loaning letting families happy"a famous one inthe market of the individual consumption loan in ChangchunIV. Designing selling strategy of the target market1. Concrete division of the market of the individual consumption loan:We can divide the market of the individual consumption loan inChangchun into students, workers and businessmen according to the way ofearning. We can also divide it into buying houses crowd, fitment of the housescrowd, buying vehicles crowd and combined consumption crowd.2. Selecting the target market strategy of differenceAccording to the statistics from 2003 to 2004, the rated loan of theindividual consumption takes up more proportions and its customers'market isfor the workers and the businessmen. These two markets are the target marketsof China Construction Bank.3. Orientation in the market to gain the competitive advantageOrientation of the products is the important content for the orientation ofthe construction bank in the market. The orientation of the visual, competitivestrategy, customers, and goal and way of business take up the leading place inthe orientation in the market. From the statistics in history, comparing withevery other bank, the most advantageous products in the individualconsumption credit products of the construction bank are the rated loan ofindividual consumption and mortgage housing loan, whereas the consumptionloan of the individual vehicles and fitment of houses loan can be considered asthe complete set.4. Combining of strategy of marketingProducts and service strategy: the promotion of the follow-up serviceability of the individual consumption loan operation; subdivision of themarketing process; constructing the competitive advantage based on the infiniteservice; enrich the frame of the products.Marketing channel and managing strategy: constructing a wholesomeregional integral marketing network and aggregative high quality wholesalemarketing network for the individual customers.Advertising and public relation strategy: strengthening the propaganda;paying attention to the function of the advertisements and the maintenance ofthe public relations.Sales promotion strategy: the ways of sales promotion should be flexibleand it should have a clear plan that is carried out step by step.Differentiation strategy: It is not accumulation of scattered idea ororiginality, but a systematic concept.5. Enhancing the network marketing in the information age: takingadvantage of the propaganda online and developing the individual loan productsonline.V. Managing ways and manners of the marketing strategy1. The realization of the every function of marketing strategy management...