Resarch Of Chengdu Marketing Strategy Of JS Branch Housing Leasing Business

Nowadays,with the continuous development of social economy and market economy,people’s demand for the financial industry is increasing day by day,and the traditional banking industry has also been impacted by online finance.Banks face unparalleled competitiveness and challenges.How to open up new business areas and how to realize the transformation goal of traditional banks in the new era has become the main focus of commercial banks.In recent years,under the guidance of national policies,my country’s financial institutions have continuously increased their innovation efforts,enriched financial products in the housing rental market,and promoted the development of the housing rental market.This article starts from the actual development of JS branch’s housing rental business,deeply analyzes the current situation of business development and marketing,studies and discusses the existing problems,and provides countermeasures and suggestions for the problems existing in the current JS branch’s housing rental business marketing.The research of this thesis firstly introduces the background and significance of the research on the housing rental business of JS Branch,and expounds the relevant marketing theory;secondly,it introduces the basic situation of JS Branch,the housing rental business,and analyzes the current situation of the housing rental business of the bank;at the same time,Through a questionnaire survey,it conducted an in-depth study on the development of the housing rental business of JS Branch,and sorted out the problems and causes in the marketing of the housing rental business of JS Branch.Through analysis,this thesis finds that JS branch currently has major problems such as insufficient product variety,lack of price elasticity,limited marketing channels,and single promotion methods.Mainly due to the lack of scale of listings,insufficient brand influence,imperfect platform design,poor user experience,insufficient business promotion,low customer participation,and lack of experience in rental housing operations.In order to promote the better development of the housing leasing business of JS branch,based on the 7Ps marketing theory,this thesis puts forward countermeasures and suggestions from seven aspects including product,price,channel,promotion,personnel,tangible display,and process,and formulates safeguard measures.This thesis supplements the research on commercial banks’ support for housing reform,puts forward targeted marketing strategies suitable for the actual situation of RESIDENTIAL leasing business of JS branch,and provides optimization ideas and specific business suggestions for solving the difficulties in housing leasing market,active transformation and further expansion of banking business.