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This thesis can be divided into five parts. The first part of this thesis deals mainly with the background and motive behind the study, the purpose, scope, and procedure used to facilitate the work. It initially provides a general picture of how close a relationship there has been between the price fluctuation of real estate and the local banks’ lending policy in the underlying section over past 17 years in Taiwan, and further look into why the recent decade, the same banks find themselves placed in a highly competitive market of consumption banking of which house mortgage loan is recognized as mainstream. This transpiration inspires the interest in starting this study.
The main purpose of the study is （1）to examine the possibly optimal marketing strategy in house mortgage loan business.（2）to provide guiding assistance in implementing reasonable operating procedures （3）to suggest a mechanism to install internal control （4）and to initialize the performance—assessment system, all for this particular banking section The Shanghai Commercial & Savings Bank（SCSB）.
The scope of this study covers respectively （1）the trend of house mortgage loan （2）discussion on marketing strategy for house mortgage loan （3）the promotion know—how and performance—assessment system, with（SCSB）chosen as object in the study. After the theme and scope of study have been decided, the work flow is then directed toward documents referencing, selecting methodology, collecting industry information, drafting interview outline, and conducting interviews with SCSB senior officers. Based on an intensive analysis as SCSB’s marketing strategy and execution result, this thesis concludes with same major findings and suggestions on several issues originally set for study.
The following part proceeds with searching documents in marketing field with emphasis on product innovation, promotion, place, and pricing policy, and other factors considered influential in house mortgage loan business, and also studies the operating procedures as well as performance assessment system used in this industry. It quotes and adopts considerably in concept what has been presented in the work of “The Principles of Marketing” collaborated by Philip Kotler and Gary Armstrong.
It next introduces the methodology to be utilized throughout the study, first with structural diagram of study followed by study methods, object in study, and limitations on study.
As it approaches SCSB, THE object in the study, it, at the same time, constitates the main core of this thasis. It traces SCSB’s history in house mortgage loan business, understand how this bank put its marketing strategy to use, and finally reviews effectiveness of its execution of marketing strategy.
Lastly, it summarizes 7 main questions and their corresponding responses based on the in –depth interviews with key persons of SCSB, and same suggestive findings in the course of this study.
Enclosure is a brief introduction of SCSB, the object in the study, and the contents of interviews, as supporting documents to this study.
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