| Personal housing loan is the source of interest for commercial banks and also the type of high-quality loans for commercial banks.At the same time,due to years of real estate policy regulation and the impact of the COVID-19 on personal income,the scene of hot sales in the housing loan market has disappeared,which also promotes personal housing loan to become a competitive market for commercial banks.Therefore,based on the 4C theory and STP theory,this thesis focuses on the Anyang Branch of Bank X to optimize and improve the housing loan marketing strategy,so as to improve the market competitiveness of Bank X Anyang Branch.Firstly,the thesis analyzes the development scale and customer structure of personal housing mortgage loans at the Anyang Branch of X Bank.It analyzes the marketing strategies of personal housing mortgage loans from four aspects: loan product types,interest rates and prices,channels,and teams.It also analyzes the marketing environment of the bank’s personal housing mortgage loans,including macro and competitive environments.Policies in the Anyang housing market are increasingly relaxed,providing strong support for the housing loan market,The economy and urbanization rate of Anyang have been continuously increasing for many years,providing people with a certain foundation for purchasing houses.However,the competition in the mortgage market is becoming increasingly fierce,bringing fierce competition to the marketing of personal housing mortgage loans at the Anyang Branch of X Bank.Secondly,based on the 4C marketing theory and the actual situation of X Bank,this article summarizes the problems in the marketing of personal housing mortgage loans.For example,the interest cost paid by consumers is very high,loan products cannot meet consumers’ needs,consumer communication and service levels are low,and loan process responsibilities are not convenient.The reasons for the problems are that the market competition is fierce,and the difficulty of marketing services increases,and the policy is becoming increasingly strict.Developers’ willingness to cooperate also weakens,The ability of the professional service team for personal housing mortgage loans is limited,and the loan process is complex and the approval efficiency is low.Based on the STP theory,this thesis constructs a marketing strategy for Bank X Anyang Branch,subdivides the market and determines the market objectives,and positions Bank X Anyang Branch.At the same time,it proposes optimized marketing strategies from four aspects,reduces customer loan costs,enriches loan products and optimizes service processes,meets the needs of housing loan customers,and strengthens the construction of personal loan team,Improve the service level and ability,better communicate with customers,strengthen the financial technology empowerment,adopt the informatization approval process,and improve the convenience of personal housing loans. |
