摘要(英) |
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. |
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