本研究依Philip Kotler (1980)行銷管理架構，分別從個案公司及通路進行訪談，個案銀行深入觀察及個案分析及整理等三個方向進行研究。其次，本研究進一步蒐集房屋貸款相關初、次級資料，包括政府統計資料、網站資料、文獻書籍及報章雜誌等，最後提出對於銀行房屋貸款最適之行銷管理與未來之建議歸納與整理。本研究對於房屋貸款的行銷管理研究，分為行銷規劃面與行銷執行面，而行銷規劃面又分為產品設計、訂價模式、通路選擇、推廣活動，而行銷執行面又分為作業流程及漏斗式管理(Funnel Management)兩方面來研究，並透過同業的競爭分析，希望可獲致銀行房屋貸款的最佳實務。
;Since credit card & cash card insolvency crisis of Apr. 2005 which caused serious impact on the banking business, all banks have turned to a more conservative attitude toward commercial banking. Starting from 2005, it has shifted to a more stable real estate loaning business. Overall, Credit Card Revolving balance has dropped from 465,592 million dollars to 274,104 million dollars, and other personal loaning dropping 300 billion dollars. Due to tighter budgets the integral vehicle loan has dropped to 43 billion dollars; on the other hand, mortgage grown to 650 billion dollars, and repairing loans grown to 100 billion dollars. To sum up, the amount is up to 750 billion dollars in general. This data delivers a message that real estate loans are becoming more significant (in importance) and majorly affecting the credit banking business. Compared to unsecured loan, real estate loans have the features of steady and long lasting growth. Especially, in the competitive mortgage industry, this issue is worthy to discuss.
According to Philip Kotler’s structure of marketing management, in this paper, we discuss in three dimensions with the case company: Interviewing, observing and analyzing & reorganizing. Then, we collect the related prime and sub-prime data from mortgage which is including government statistic data, website, and references from previous research. Finally, we propose the most suitable marketing and management suggestion for home loan from our result. In our research, we probe marketing mortgage into planning and executing. Further, planning is separating in product design, making price, choosing pathway and advertising, while executing is divided in operation management and funnel management. Besides, we studied some business in the same tradeto reach the most optimizing practical.
Through the analysis of marketing management of banks and their competitors for the home loan cases, this research summarize the marketing management of banking home loan as follow:
1.The planning for banking marketing: each bank can depend on its resources, capabilities, environments and conditions to target its customer groups, establishes a matching interest rate, and chooses different channels and promotion program, to obtain optimal sales and profits.
2.The implementing for banking marketing: due to the process for home loan is copious, to set up a standard operating procedure (SOP) is required, as well as a much needed rigid sales management mechanism, as the funnel management in the bank case.
3.Target marketing: due to the home loan requires cluster management, targeting different customer groups and different collaterals to establish different product policy and interest rate policy, to cope with the changes of the target market and marketing strategies.