长春市邮政储蓄银行个人住房贷款业务客户分层管理研究 邮政储蓄银行是中国邮政集团旗下的子公司。2016年，中国邮政储蓄银行 于香港成功上市，开始进军国际资本市场，其商业市场规模迅速扩张。邮政储蓄 银行具有鲜明的邮储特色，几十年的积累形成了巨额储蓄规模，负债业务具备相 当强的实力，为贷款业务的发展提供了得天独厚的优势。个人住房贷款业务是中 国邮政储蓄的新业务增长点，也是中国邮政储蓄银行在香港上市完成资产证券化 转型后的必然业务发展方向和利润来源。随着城镇化的进一步加速以及老百姓生 活水平的不断提高，个人住房贷款业务得到了快速的发展。然而，邮储银行缺乏 资金类业务的管理经验，使其具备的优势得不到充分的发挥。近年来，国家加大 对国内房地产市场的宏观调控，并且调控节奏日益加快，政府的工作重心放在了 对房地产价格的稳定上，个人住房贷款业务市场受到一定的政策影响。针对邮储 银行长春分行，怎样立足于当前市场放缓的局面，深度开发房地产刚需市场，满 足企业发展目标，是其面临的困难之一。 长春市邮储银行经过多年的发展，形成了网点众多、客户资源丰富和利率优 惠等优势，在长春市商业银行个人住房贷款市场是不容忽视的力量。相对于大型 国有商业银行而言，长春市邮储银行的个人住房贷款业务发展较晚，市场规模受 到局限。找准市场定位，深度耕耘市场资源，对客户进行精细化管理，成为长春 市邮储银行个人住房贷款业务市场经营的重要目标。 本文以长春邮储银行个人住房贷款业务的客户群体为研究重点，结合目前长 春市房地产发展的现状，从客户关系管理角度出发，对邮储银行长春分行个人贷 款业务的营销环境、营销管理现状和客户结构进行了分析。研究发现，邮储银行 长春分行存在对客户开发程度低、员工缺乏营销积极性、盲目的大客户关系维系 思想占主导、客户管理低效率等管理问题。运用SWOT分析方法，对长春邮储 银行个人住房贷款业务发展的内外部资源进一步分析，判定其竞争优劣势和市场 机会，进而明确了其个人住房贷款业务市场的竞争定位。在此基础上，运用市场 营销理论相关知识，根据发现的问题提出细分关系客户，对客户进行分层管理， II 对高中低价值型客户进行差异化营销的建议方案，并从企业组织层面和营销管理 的整合层面提出了方案实施的保障性措施，包括产品组合创新，价格差异化调整， 销售渠道拓宽，企业职能部门的协调整合等。 在国家房地产宏观调控的政策环境下，个人住房贷款业务是商业银行面临的 重要经营问题。希望论文的研究对长春邮储银行提高贷款和市场占有份额有所启 示，也能为同类银行个人住房贷款业务的市场经营提供一些发展思路。 关键词： 邮储银行，个人住房贷款，客户分层管理 III ABSTRACT Study on The Stratified Management of Individual Housing Loan B usiness of Changchun Postal Savings Bank Postal Savings Bank (PSB)is a subsidiary of China Post Group.In 2016, P SB China successfully listed in Hong Kong and began to enter the internationa l capital market, and its commercial market scale expanded rapidly.PSB has a distinctive feature of postal storage. With decades of accumulation, it has form ed a huge scale of savings, and its liability business has a considerable strengt h, providing a unique advantage for the development of loan business.Personal housing loan business is a new business growth point of PSB China, as well a s the inevitable business development direction and profit source of China post savings bank after it completed the asset securitization transformation after its listing in Hong Kong.With the further acceleration of urbanization and the co ntinuous improvement of people's living standards, personal housing loan busine ss has been developed rapidly.However, PSB lacks the management experience of capital business, so its advantages are not fully displayed. In recent years, t he state has increased macro-control over the domestic real estate market, and the pace of regulation has been accelerating. The government has focused on t he stability of real estate prices, and the personal housing loan business market has been affected by certain policies.For PSB Changchun branch, how to base on the current market slowdown, to make further development of the real est ate market and to meet the enterprise development goals, is one of its difficult ies. After years of development, PSB changchun has formed the advantages of numerous branches, rich customer resources and preferential interest rates. It i s a force that cannot be ignored in the personal housing loan market of Chang chun commercial bankspared with the large state-owned commercial banks, the personal housing loan business of PSB Changchun developed late and th erefore its market size was limited. Accurate market positioning, deep cultivatio n of market resources and fine management of customers have become an imp ortant target for the operation of personal housing loan business of PSB Chang IV chun . This paper focuses on the customer group of the personal housing loan bu siness of PSB Changchun. By combinning the current situation of real estate d evelopment in changchun city, it analyzes the marketing environment, marketing management status and customer structure of the personal loan business of PS B Changchun from the perspective of customer relationship management.It is f ound in this paper that PSB Changchun has management problems such as low level of customer development, lack of marketing initiative of employees, blin d thought of maintaining big customer relationship and low efficiency of custo mer management.By means of SWOT analysis, the internal and external resour ces for the development of personal housing loan business of PSB Changchun were further analyzed so as to determine both its competitive advantages and d isadvantages and market opportunities, and then the competitive positioning of i ts personal housing loan business market was clarified.On this basis, by using the knowledge of the marketing theory and according to the problems found, this paper also proposed the customer segmentation and hierarchical manageme nt, to provide customers value to differential marketing proposal,and from the a spect of enterprise organization, the paper puts forward the scheme to impleme nt the integration of marketing management level of protection measures, inclu ding product combination innovation, price difference adjustment, expand sales channels, company functional departments of the coordination, etc. Under the policy environment of national real estate macro-control, person al housing loan business is an important business problem faced by commercial banks.It is hoped that the study of this paper will provide some enlightenmen t for PSB Changchun to improve its loan and market share, and also provide some development ideas for the market operation of personal housing loan busi ness of similar banks. Key words: postal savings bank, personal housing loan, customer stratification management I 目 录 第1章 绪 论 ........................................................................................ 1 1.1 研究背景与意义 ............................................................................... 1 1.1.1 研究背景 .................................................................................... 1 1.1.2 研究意义 .................................................................................... 2 1.2 研究方法与内容结构 ....................................................................... 2 1.2.1 研究方法 .................................................................................... 2 1.2.2 研究主要内容 ............................................................................ 3 1.3 文献综述与理论基础 ....................................................................... 4 1.3.1 相关文献梳理 ............................................................................ 4 1.3.2 理论基础 .................................................................................... 6 第2章 长春市邮政储蓄银行个人住房贷款业务客户分层管理现状 ....... 9 2.1 长春市邮政储蓄银行及其个人住房贷款业务概况 ....................... 9 2.1.1 长春市邮政储蓄银行简介 ........................................................ 9 2.1.2 个人住房贷款业务概况 .......................................................... 10 2.1.3 个人住房贷款产品经营现状 .................................................. 11 2.2 个人住房贷款业务的客户构成 ..................................................... 13 2.2.1 新房购买客户与二手