Research On Personal Housing Loan Strategy Of China Construction Bank Zhejang Branch

Personal housing loan is a special product and a service brand of China Construction Bank Zhejang Branch, over more than ten years development,the balance of personal housing loan ranks first among the four major state-owned commercial banks in Zhejiang. There is a prospective and wide space to develop personal housing loan,but along with the change of domestic and international economic situation,the development and risks controlling of China Construction Bank Zhejang Branch faces significant challenge,and the problems and competition position is not optimized.In the context, this article takes the personal loan business of China Construction Bank Zhejang Branch as the research object,is started with the analysis of internal and external environment of this bank, find out the Strength、Weakness of this bank in personal housing loans business. After that, it uses STP method to divide the personal housing loan market of Zhejiang. And it use comparative analysis to find the target market and fix the market position for China Construction Bank Zhejang Branch, Finally,some reasonable suggestion about personal loan business marketing strategy has been given out on this basis. The purpose is to solve the problem between the development and risks of personal housing loan business.