Research On Marketing Strategy Optimization Of Housing Leasing Business Of J Branch Of CCB

The policy passed by The State Council in 1998 marked China's housing system changed from state distribution into marketization.Real estate market went into a quicken development time.The speeded up development of real estate market brought dramatic changes to economic and people's lives.However it also appeared the paradox of overinvested real estate market,increase of housing price and uneven distribution of common resources.During the 19~thh National People's Congress,Chairman Xi stated that houses are for living but not for increase in value.When economic steps into a new stage,traditional services of commercial banks are facing serious challenges under finance technology and interest rate marketization.It is urgent to level up and develop new services.Branch J of China Construction Bank followed the time change and took the chance to develop house leasing financial services,building up house leasing service platform while updating its financial products.It provided a unified service support for the development of house renting market.This article based on development situation of house renting market in China,combining current situation of CCB's house leasing platform and characteristics,came up with suggestions according to house leasing service development which is suitable with branch J.Summary of this article described current situations of house leasing market in domestic and foreign states.Then it came up with main problems in current market.Later it introduced characteristics of house leasing market in developed countries.It gave an overall analysis by using SWOT model and came up with a conclusion of strengths,weaknesses,opportunities and threats of the house leasing services from J branch.Lastly it gave advises of powering up market education,adjusting organization structure,enhancing sales strategies,increase technology input and risk management base on house leasing services of branch J.This article gave suitable development strategies of house leasing services from J branch.Hopefully it will be a supplement of relating studies according to commercial banks supporting house reformation.In this way it can give operation models and new ideas for solving problems of house leasing market,opening up banking services and creating new banking services.