浦发银行兰州分行个人住房按揭贷款7Ps营销策略优化研究

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作者	陈子
姓名汉语拼音	chen zi
学号	2018000011444
培养单位	兰州财经大学
电话	13919478068
电子邮件	441709157@qq.com
入学年份	2018
学位类别	专业硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理硕士(MBA)
学科代码	1251
授予学位	管理学硕士
第一导师姓名	管新帅
第一导师姓名汉语拼音	guan xinshuai
第一导师单位	兰州财经大学
第一导师职称	教授
题名	浦发银行兰州分行个人住房按揭贷款7Ps营销策略优化研究
英文题名	Research on the optimization of 7Ps marketing strategy of personal housing mortgage loan in Lanzhou Branch of Shanghai Pudong Development Bank
关键词	住房按揭贷款营销策略优化 7Ps
外文关键词	housing mortgage loan ; marketing strategy optimization ; 7Ps
摘要	近年来，商业银行向零售转型的步伐不断加快，竞争日趋激烈。在商业银行零售转型过程中，低成本、高收益、不良可控的个人住房按揭贷款业务是各家商业银行竞先发展的零售业务之一。受城镇化推进、城市之间人口迁移增加、住房消费升级、居住条件改善、经济增长、家庭规模小型化等六大因素影响，我国房地产市场仍面临城镇人口增长需求、城市更新改造需求、居住条件改善需求三大需求，房地产市场仍有较大潜力。随之，个人住房按揭贷款业务市场发展空间依然较大。商业银行在符合监管要求的前提下，要想提升此项业务市场占比，对固有营销策略优化势在必行。本文主要以7Ps营销理论为理论基础，通过采取文献研究、模型分析、案例研究等方法，以浦发银行兰州分行个人住房按揭贷款营销策略优化为主要研究对象，通过分析其营销过程中产品、价格、渠道、促销、人员、有形展示、过程控制等七个方面的营销现状，发现营销过程中存在产品同质化问题突出、营销手段不足、人才队伍能力欠缺、数字化经营程度低效、过程管控精细化程度不高等问题。通过深入分析和挖掘问题产生的原因并结合内外部历史存量数据进行深入分析，提出了浦发银行兰州分行可通过打好产品组合拳、采取差异化定价、多渠道获客活客、开展多元化营销、培植优势人本资源、扩大品牌影响力和精细化过程管控的个人住房按揭贷款营销策略优化。并对营销过程中应提供的打造专业化队伍、优化激励保障措施、提高信息科技支持力度、加强风险管理水平和提升企业文化的影响力为保障措施进行了论述。浦发银行兰州分行面对当地商业银行间激烈的竞争，可在加快集约化进程，创新营销模式，对标同业，践行数字化经营策略，以经营客户为出发点，提高贷款受理效率，提升客户服务体验，优化员工激励机制，加强专业化人才队伍的培养和建设等方面加强。结合市场需要和自身优势，尽快将自身营销体系进行优化，才能占的市场先机，实现贷款规模化增长。与此同时，本文对当地其他商业银行发展个人住房按揭贷款业务也有一定的借鉴意义。
英文摘要	In recent years, the pace of commercial banks' transformation to retail has been accelerating and the competition has become increasingly fierce. In the process of retail transformation of commercial banks, low-cost, high-income, non-performing and controllable personal housing mortgage loan business is one of the retail businesses that commercial banks compete to develop first. Affected by the promotion of urbanization, the increase of population migration between cities, the upgrading of housing consumption, the improvement of living conditions, economic growth, and the miniaturization of family size, China's real estate market is still faced with three major needs, namely, the demand for urban population growth, the demand for urban renewal and transformation, and the demand for improvement of living conditions. Subsequently, the market development space of personal housing mortgage loan business is still large. Under the premise of meeting the regulatory requirements, it is imperative for commercial banks to optimize the inherent marketing strategies in order to enhance the market share of this business. Based on 7Ps marketing theory, this paper takes literature research, model analysis, case study and other methods to optimize the marketing strategy of personal housing mortgage loan in Lanzhou Branch of Shanghai Pudong Development Bank as the main research object. By analyzing the marketing status of products, price, channel, promotion, personnel, visible display and process control, we find that in the process of marketing, there are some problems, such as the problem of product homogeneity, the lack of marketing means, the lack of talent team ability, the low efficiency of digital operation, and the low refinement of process control. Through in-depth analysis and mining of the causes of the problems, combined with the internal and external historical stock data for in-depth analysis, this paper puts forward that Lanzhou Branch of Shanghai Pudong Development Bank can promote the marketing of personal housing mortgage loans by playing a good product portfolio, adopting differential pricing, obtaining customers and customers through multiple channels, developing diversified marketing, cultivating advantageous human resources, expanding brand influence and refining process control Optimization strategy. It also discusses the guarantee measures that should be provided in the marketing process, such as building a professional team, optimizing incentive measures, improving information technology support, strengthening risk management level and enhancing the influence of corporate culture. Facing the fierce competition among local commercial banks, Lanzhou Branch of Shanghai Pudong Development Bank can speed up the intensive process, innovate marketing mode, benchmarking with peers, practice digital business strategy, take operating customers as the starting point, improve loan acceptance efficiency, enhance customer service experience, optimize employee incentive mechanism, and strengthen the training and construction of professional talent team. Combined with the needs of the market and its own advantages, we should optimize our own marketing system as soon as possible so as to seize the market opportunity and realize the large-scale growth of loans. At the same time, this paper also has certain reference significance for other local commercial banks to develop personal housing mortgage loan business.
学位类型	硕士
答辩日期	2020
学位授予地点	甘肃省兰州市
页数	47
研究方向	市场营销
论文总页数	47
插图总数	0
插表总数	0
参考文献总数	0
馆藏号	0004018
保密级别	公开
中图分类号	F203.9/798
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/30925
专题	兰州财经大学
作者单位	兰州财经大学-MBA中心
第一作者单位	MBA教育中心
推荐引用方式 GB/T 7714	陈子 . 浦发银行兰州分行个人住房按揭贷款7Ps营销策略优化研究 [D]. 甘肃省兰州市. 兰州财经大学,2020.

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