| Postal Savings Bank(PSB)is a subsidiary of China Post Group.In 2016,PSB China successfully listed in Hong Kong and began to enter the international capital market,and its commercial market scale expanded rapidly.PSB has a distinctive feature of postal storage.With decades of accumulation,it has formed a huge scale of savings,and its liability business has a considerable strength,providing a unique advantage for the development of loan business.Personal housing loan business is a new business growth point of PSB China,as well as the inevitable business development direction and profit source of China post savings bank after it completed the asset securitization transformation after its listing in Hong Kong.With the further acceleration of urbanization and the continuous improvement of people's living standards,personal housing loan business has been developed rapidly.However,PSB lacks the management experience of capital business,so its advantages are not fully displayed.In recent years,the state has increased macro-control over the domestic realestate market,and the pace of regulation has been accelerating.The government has focused on the stability of real estate prices,and the personal housing loan business market has been affected by certain policies.For PSB Changchun branch,how to base on the current market slowdown,to make further development of the real est ate market and to meet the enterprise development goals,is one of its difficulties.After years of development,PSB changchun has formed the advantages of numerous branches,rich customer resources and preferential interest rates.It is a force that cannot be ignored in the personal housing loan market of Chang chun commercial banks.Compared with the large state-owned commercial banks,the personal housing loan business of PSB Changchun developed late and th erefore its market size was limited.Accurate market positioning,deep cultivation of market resources and fine management of customers have become an important target for the operation of personal housing loan business of PSB Changchun.This paper focuses on the customer group of the personal housing loan business of PSB Changchun.By combinning the current situation of real estate d evelopment in changchun city,it analyzes the marketing environment,marketing management status and customer structure of the personal loan business of PSB Changchun from the perspective of customer relationship management.It is found in this paper that PSB Changchun has management problems such as low level of customer development,lack of marketing initiative of employees,blind thought of maintaining big customer relationship and low efficiency of customer management.By means of SWOT analysis,the internal and external resour ces for the development of personal housing loan business of PSB Changchun were further analyzed so as to determine both its competitive advantages and disadvantages and market opportunities,and then the competitive positioning of its personal housing loan business market was clarified.On this basis,by using the knowledge of the marketing theory and according to the problems found,this paper also proposed the customer segmentation and hierarchical management,to provide customers value to differential marketing proposal,and from the aspect of enterprise organization,the paper puts forward the scheme to impleme nt the integration of marketing management level of protection measures,including product combination innovation,price difference adjustment,expand sales channels,company functional departments of the coordination,etc.Under the policy environment of national real estate macro-control,personal housing loan business is an important business problem faced by commercial banks.It is hoped that the study of this paper will provide some enlightenment for PSB Changchun to improve its loan and market share,and also provide some development ideas for the market operation of personal housing loan business of similar banks. |
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