MBA教育中心知识库

党的十九大、全国金融工作会议、中央经济工作会上连续三次提出“房子是用来住的,不是用来炒的”这一重要定位。这不仅预示着中国经济未来的走势和住房市场新的发展格局,也带来了住房租赁领域这片蓝海市场。同时，伴随着银行同业间竞争加剧及客户金融需求的不断变化，国内商业银行开始通过进军住房租赁市场探求零售转型发展之路。建设银行担负起国有银行社会责任，依托自身金融科技强大实力，充分发挥住房市场领域传统经营优势，在促进住房租赁市场规范化、专业化发展的同时，谋求实现传统商业银行在新的业务领域的探索与发展，在同业住房租赁市场竞争中占据高地。

住房租赁市场发展不规范，监管及制度不完善，产品宣传不到位、营销方式单一等内外部问题制约着建行白银分行住房租赁业务的健康发展。因此，要做好建行白银分行住房租赁业务市场客群细分和目标市场定位，据此制定有效的业务营销策略，以实现建行白银分行住房租赁业务营销目标。本文首先以建行白银分行住房租赁业务发展为实例，提出目前营销现状中存在的种种制约业务发展的问题；其次运用PEST、SWOT营销理论对其发展住房租赁业务面对的宏观营销环境和自身优劣势进行分析总结；最后在营销策略设计时，通过对住房租赁目标市场进行客群细分并选择政府部门和个人客户作为目标客群，明确了建行白银分行住房租赁业务的市场定位，并据此制订了银政合作、产品优化、场景营销、一体化策略的业务营销对策和相应的保障措施，为建行白银分行在目标市场更好地开展业务营销提供了更为适用和有效的推进措施，对商业银行涉足住房租赁市场提供了一定的参考和借鉴。

金融机构作为住房租赁市场的推动者，能够以金融力量在一定程度上化解租赁市场难题，若住房租赁市场各参与主体积极参与到租赁市场行为中并促进营销策略的不断优化，必将实现住房租赁市场的健康有序发展。

The 19th CPC National Congress, the National Financial Work Conference and the Central Economic Work Conference put forward the important positioning of "houses are for living in, not speculation" three times in a row. This not only indicates the future trend of China's economy and the new development pattern of the housing market, but also brings the blue ocean market of housing rental. At the same time, with the intensification of inter-bank competition and the constant change of customers' financial needs, domestic commercial banks began to explore the road of retail transformation and development by entering the housing rental market. Construction bank shoulder the social responsibility of state-owned Banks, relying on its own financial strength of science and technology, give full play to the traditional management of housing market advantage, in promoting the development of housing rental market standardization, specialization, pursuing the traditional commercial bank business in new areas of exploration and development, in the housing rental market competition occupy the high ground.

The development of housing leasing market is not standardized, the supervision and system is not perfect, the product publicity is not in place, the marketing method is single and other internal and external problems restrict the healthy development of housing leasing business of CCB Baiyin Branch. Therefore, it is necessary to do a good job in customer group segmentation and target market positioning of CCB Silver Branch's housing leasing business, and formulate effective business marketing strategies accordingly to achieve the housing leasing business marketing goals of CCB Silver Branch. Firstly, this paper takes the development of housing leasing business of CCB Baiyin Branch as an example and puts forward various problems that restrict business development in the current marketing situation. Secondly, using PEST and SWOT marketing theory to analyze and summarize the macro marketing environment and its own advantages and disadvantages faced by its development of housing rental business; Finally in the marketing strategy design, through to the housing rental segmentation and target market for customers to choose the government as the target customers and individual customers, has been clear about the silver of construction bank branch of the housing rental market positioning of the business, and on the basis of formulating the silver political integration strategy, product optimization, marketing, business marketing strategy and the corresponding safeguard measures, It provides more suitable and effective promotion measures for CCB Silver Branch to better carry out business marketing in the target market, and provides certain reference for commercial banks to get involved in the housing rental market.

Financial institutions, as promoters of the housing rental market, can solve problems in the housing rental market to some extent with financial power. If all participants of the housing rental market actively participate in the behavior of the rental market and promote the continuous optimization of marketing strategies, the healthy and orderly development of the housing rental market will be realized.