銀行所有權型態、行銷策略與消費者房屋貸款選擇關係之探討

房貸業務是本國消費金融業務中，單筆借貸金額最高及比重最高的主力產品，但房貸利差小，如何從房貸訊息中，延展出更多消費金融產品的機會，是銀行重要的管理課題。其次，房貸多數是有擔保的放款，其債權確保相當穩健，使得房貸市場成為銀行業兵家必爭之地。本文主要探討所有權型態、房屋貸款行銷策略與房屋貸款產品消費行為之關係，並以六家不同所有權結構之銀行十二位房貸消費者進行深度個案訪談。研究發現，在產品策略上，外商銀行著重在在金融商品創新，公營銀行則配合政府政策，民營銀行較以在地化服務為重，強力訴求服務品質；在價格策略上，外商銀行在新產品發行後，較常以超低利率搶攻房貸市場；公營銀行則受限政策性房貸，利率由政府掌控，民營銀行則擅於在地化服務，增進產品差異性；就通路策略而言，外商銀行與民營銀行之通路較為廣泛，側重可靠及據點便利，較經常以報章雜誌、廣告做為宣導，公營銀行則較為保守，就促銷策略而言，外商銀行則重視促銷活動，且搭配不同的優待活動；民營銀行則強調產品、價格及服務態度；公營銀行則以營業廳擺設相關性廣告用紙及個金專員強力推展。本文研究顯示，所有權結構會對管理思維產生極大之差異，並反映在房貸市場上的行銷策略。

關鍵字

消費者購買行為；行銷策略；房屋貸款

並列摘要

This study investigates the relationship among ownership structure, marketing strategy and the behavior of Housing Mortgage Loan. This research adopts semi-structured interviews with tweleve relevant personal from six banks in Taiwan to obtain data. We then test these hypotheses set out previously from this research. The empirical results show that different ownersip style has significant impact on the marketing strategy and the behavior of Housing Mortgage Loan. Furthermore, in government banks, marketing strategy is conservative than private banks and foreign banks. At product innovation and promotion, foreign ownership provides better effects than local banks. To allow foreign investment, therefore, related financial banks need to evaluate themselves' resource, introduce more new idea in ordetr to improve profit and performance on Housing Mortgage Loan. Our results indicate that the ownership style of bank has important effect on marketing strategy and the behavior of Housing Mortgage Loan.