Research On The Marketing Strategy Of Personal Housing Mortgage Loans In Xi'an Branch Of BJ Bank

Since the late 1990 s,commercial housing gradually stepping into the stage of historical development,personal housing mortgage loan business has been came into being and develop gradually,as of the end of 2017,China's personal housing mortgage loan balance already broke through 21 trillion,truly become the main source of debt in people daily life.Because of low risk,personal housing mortgage loan itself amount is small,sufficient value mortgage etc.,have been more and more commercial Banks enter the personal housing mortgage loan business,BJ bank xi 'an branch how to develop and maintain the existing market share and expand their business steadily and improve profit margins,especially for the development of personal housing mortgage loan business,can directly affect the BJ bank xi 'an has kept profit growth point and retail customer resources development and the strategy of the transformation to retail Banks.At present,the personal housing mortgage loan market develops rapidly,the mortgage loan interest rate increases successively,the variety homogenization,causes each bank to compete particularly fiercely,how occupies more business resources in the financial market,obtains the bigger business income,the development strategy choice and the implementation appears extremely important.Based on BJ bank xi 'an branch personal housing mortgage loan business development strategy as the research object,to xi 'an real estate financial market development present situation as the research background,combining with the current financial market environment and xi 'an economic development situation,policy,the product through with a number of commercial Banks,business model,such as comparative analysis,and combined with SWOT analysis of BJ bank xi 'an branch in the process of the evolution of individual housing mortgage loan business strengths,weaknesses,opportunities and challenges,a comprehensive understanding of BJ bank xi 'an branch problems existing in the development of personal housing mortgage loan business and cause,Summarize the deficiencies of existing development strategies.Work out the development strategy of personal housing mortgage loan business suitable for BJ bank xi 'an branch,optimize the current business model of personal housing mortgage loan,and improve the competitiveness of BJ bank xi 'an branch's personal housing mortgage loan product in xi 'an financial market.In the face of xi 'an commercial Banks in the fierce competition on the personal housing mortgage loan business,BJ bank xi 'an branch if you want to occupy more share in the market,establish a good brand and reputation,it is necessary to broaden the existing customer service channels,improve the efficiency of the business,set up electronic automatic examine and approve platform,improve the customer value analysis and evaluation system,strengthen the training management,establish specialized marketing team,logistics team,post-loan management team,establish a reasonable salary system,optimize the staff appraisal system,the differential service marketing system as soon as possible,to firmly grasp the initiative of individual housing mortgage loan business market.