| With the background of housing credit policy variance and deepened housingreform, the paper surveys the theory of demand preference and appraisals housingmortgage present status of AB bank. On the basis of the study mentioned above, theessay summarizes the inadequacy of housing mortgage marketing. The rationale ofthe dissertation based on theory of customers’ preference makes a special effort tostudy the demand preference of personal housing loan client when they choosevarieties of personal loan product.In accordance with customers’ preference theory, the conclusion of business willbe influenced by the supply-demand relation which one hand depends on personalloan product design, on the other hand depends on risk preference of customer, abilityof withstanding risk, credit standing. Following above analysis, in this paper line ofcredit, ratio of down payment, floating ratio and term of loan are the dependentvariables, while natural condition, repayment ability, credit status, stability indomesticity will be treated as independent variables which influence the demandpreference of clients to choose loan products.Furthermore the relationship between dependent variables and independentvariables should be definite to find out what influence the clients’ decision on varietyof loans. It is found through the analysis concerned that:（1）in the group ofdependent variables interpreting natural condition of clients, except for state of health,sexy, age, resident, education status marital status is significant related to line ofcredit, ration of down payment, floating ratio and term of loan;（2）in the group ofdependent variables, repayment ability interpreting, except the total amount ofguaranty, the other three variables including income, mortgage, housing accumulation have significant effect on independent variable mentioned above. But the dependentvariable housing allowance has a significant influence on price of loan, term of loanand line of credit have no influence on ratio of down payment;（3）in the group ofdependent variable interpreting credit status of client, having credit card or not willinfluence dependent variable while as overdue variable will not；（4）in the group ofdependent variable interpreting stability in domesticity, participating in theunemployment insurance or not is closely related to the four independent variables ofpersonal mortgage loan. On the other hand, participating in endowment insurance ornot is coherent with ratio of down payment and price of loan while not relevant to theline of credit and term of loan.During the procedure of analysis all of dependent variable which can be dividedinto two kind, continuously variables and discrete continuous variables, determine themechanism about how above variables to influence the choice of clients amongdifferent kind of loans. Aim at the effective segmentation of each customer to fullyunderstand the demand of customers, the article choose some important discretecontinuous variables such as clients’ education status, age, marital status, resident, heway kind clients lies in, to find the relationship between them by Probit regressionanalysis model.In accordance with the result of study, the paper finally establishes a Logisticregression model for predicting the profitability of borrowers’ choice of personalmortgage loan. Using the predicting model, marketing staff can predict the clientsdemand profitability, which realize the model practical applications in marketingpersonal mortgage. |
