The Research On Individual Housing Loans Market Expansion Strategy Of Agricultural Bank Of China Gansu Branch

Recent years, along with the rapid development of China's real estate sector, individual housing loan business has become the focus of various commercial banks which aim to expand the personal assets of business. Currently, various commercial banks learn the advanced management concept and mode of development from foreign shareholding commercial banks.From the beginning of expanding market share of personal housing loan business and promoting the strategy of market competition's point of view, perfecting personal housing loan product system and service, personal housing loan increasingly numerous products, more flexible services, personal housing loan business development has emerged into increasingly fierce competition. Under this circumstance, Agricultural Bank of China Gansu branch, located in underdeveloped areas, how to make individual housing loan business bigger, stronger, to improve market competitiveness, expand market share, at the same time, how to make the individual business assets plays a driving effect on the personal liabilities, and intermediary business,raise the overall retail business in Gansu branch of comprehensive benefits, is an issue worthy of serious study.The Sales Department of Agricultural Bank of China Gansu branch is a typical representative among those which suffer the poor market compitition, and slow business development in the current personal housing loan business. The focuses on individual housing loans market expansion strategy of the Sale Department research into marketing theory,not only work to solve the slow development in the Sales Department of Agricultural Bank of China Gansu branch of personal housing loan business, but also aim to guide the agriculture bank individual housing loan business marketing, product improvement and service efficiency, etc. At the same time, using a market expansion of business strategy of personal housing loan business can enrich the competition among personal intermediary business and personal liability, further promote the retail business's development of Agricultural Bank of China Gansu breach.This thesis focuses on personal housing loan business market expansion strategy research, on the theoretical basis of marketing theory,incentive theory and strategy management theory,referring to the research literature material of domestic experts and scholars on individual housing loan business marketing strategy,and personal housing loan business development strategy of the bank of America, Industrial and Commercial bank of China, Construction bank of China and Minsheng bank.On this basis, through the overall aspects of comparison and analysis including the product brand, marketing channels and the service efficiency of individual housing loan business of Sales Department of Agricultural Bank of China Gansu branch, Lanzhou Branch of ICBC, CCB, Bank of China and other commercial Banks by the SWOT analysis tools. Under the premise of knowing their strengths, weaknesses, opportunities and threats, combining the current business management, this paper puts forward the blueprint of expansion of the business market share of personal housing loan and competitive strength in Agricultural Bank of China Gansu branch as well as the further acceleration of the development of effective strategies.