商业银行个人住房贷款业务竞争战略研究——以中国农业银行北京市分行为例-research on competitive strategy of individual housing loan business of commercial banks - a case study of beijing branch of agricultural bank of china.docxVIP

第 第 II 页 共 60 页 ABSTRACT In recent years, personal housing loan of commercial bank has played an important role in meeting consumer’s house-purchase needs and expanding internal growth of national economy. With the 1998 China axing Welfare Housing Policy and the following implementation of housing monetization reform, personal housing loan application has become the most important financing mode of Chinese residents, when their house purchase needs arises. Meanwhile, traditional Chinese ideas of loan have been changed dramatically, as people’s income growing; therefore, consumer demands of personal housing loan have been developing rapidly. Hence there is gap between the bank’s services and products and people’s needs, and it is time to design and provide differentiated loan products and services. On the other hand, after more than ten years of rapid GDP growth, housing loan has contributed an important part of assets to commercial banks, due to its unique features of long-term commitment, consolidated income requirements, and relatively low risk. That is probably why the proportion of personal housing loans kept on showing an upward trend among all bank assets. During the continuous expansion of personal housing loan business, competition has become increasingly fierce; thus problems like product homogeneity, price competition disorder, have attracted attention. This article used Agricultural Bank of China, Beijing Branch ( it would be referred to as ABC, Beijing in the rest of the article) as an example, focusing on topics like corporate strategic management, personal loan development opportunities etc. It starts with research on macro and micro environment, using PEST and five competitive forces models to analyze external environment of ABC, Beijing. Furthermore, it studied organizational structure, staff assignments, business development indicators of personal housing loan, so as to evaluate internal resources of ABC, Beijing. It also used Porters SWOT matrix an