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1、Building an Affordable Homeownership Market: The United States Experience 建立经济住房市场： 美国的经验,by James H. Carr Senior Vice President Fannie Mae Foundation 美国联邦国家房屋贷款协会基金会 高级副总裁,Defining the Affordable Homeownership Market 对经济住房市场的定义,Racial and ethnic minorities; 少数族裔； Immigrants; 移民； Lower-income and yo
2、ung families of all racial/ethnic backgrounds; 不同背景的较低收入家庭及年轻家庭 Households with nontraditional credit histories, irregular incomes, and related divergences from conventional underwriting guidelines. 无传统信用记录，固定收入，或与传统的保险规定不相符合的家庭, Fannie Mae Foundation 2004,Home Ownership Disparities by Race/Ethnicit
3、y 住房拥有率的种族差异,Source: US Census 2004., Fannie Mae Foundation 2004,Source: Survey of Income and Program Participation, U.S. Census Bureau. 1995, Fannie Mae Foundation 2002,Median Net Worth, and Median Net Worth Excluding Home Equity of Households, by Race and Hispanic Origin of Householder 净值中位数和除家庭房产
4、外的净值中位数（按种族和家庭的西班牙血统划分）,Wealth Inequality 财富的不均等,Source: Fannie Mae Foundation 2004. Calculations based on the 2001 Survey of Consumer Finances., Fannie Mae Foundation 2004,Starting Point for Homeownership Outreach Initiatives “居者有其屋”构想的出发点,Understanding of consumer market segments (including attitu
5、des toward homeownership, understanding of alternative sources of income and savings, nontraditional approaches to determine credit worthiness, and awareness of other barriers; 了解消费者细分市场（包括对住房的态度，对收入和储蓄替代来源的了解，决定信用声誉的非传统方法以及对其他障碍的认识） Financial and homeowner education and counseling infrastructure an
6、d outreach initiatives to promote homeownership; 金融教育和业主教育，咨询服务基础设施以及 “居者有其屋”构想 Willingness of financial institutions to pursue alternative products, services, cost structures and technologies; 金融机构是否愿意投资于替代产品、服务、成本结构以及技术； Government agency support through regulations and funding of pilot outreach e
7、fforts and innovative partnerships between government, private and non-profit sectors; 政府机构通过规章，对试验性拓展努力的资助已经与私人和非盈利性组织之间建立合伙关系进行支持。 Availability of affordable housing supply. 是否可以买到经济房, Fannie Mae Foundation 2004,Survey Research Served as Impetus for Action 调查研究为采取行动提供了动力,The Foundations outreach e
8、fforts were significantly influenced in 1992 by Fannie Maes National Housing Survey 基金会的拓展行动受到了1992年美国联邦国家房屋贷款协会（房利美）全国住房调查的深刻影响 Key barriers to homeownership identified in the survey included: 在此次调查中暴露出住房购买的关键障碍有： Insufficient savings 储蓄不足 Inadequate income 收入较低 Confusion about the home buying proc
9、ess 对购置程序不清楚 Additional Industry challenges included: 其他的行业性挑战包括： Inadequate products/rigid underwriting standards 产品不充足/僵硬的保险标准 Inadequate marketing and consumer outreach efforts 营销力度和消费者拓展力度不够 Insufficient support/encouragement from regulatory agencies 支持不足/监管机构的支持, Fannie Mae Foundation 2004,Comp
10、onents of the Outreach Strategy 推广战略各要素,Media-based public outreach initiative including television, radio, and print advertisement, promotional partnerships, publications, and direct consumer support 以传媒为依托的的公共推广活动包括电视、广播和平面广告，宣传合作关系，出版物和直接消费者支持。 Funding for home buyer counseling organizations 向购房者
11、咨询组织提供资金 Dedicated division to focus on increasing lending to lower-income households; 专设机构致力于向低收入家庭提供更多的借款 Product development and leveraging of technology; 产品改良以及技术进步 Establishment of meaningful and quantifiable goals 树立起有意义、可量化的目标, Fannie Mae Foundation 2004,Media-based Outreach Efforts Focus: Op
12、ening Doors Campaign 以传媒为依托的推广活动 中心：“打开大门”活动,The campaign was introduced by Fannie Mae in 1993 and was undertaken by the Foundation in 1996. 此项活动于1993年由房利美开展，之后从1996年起由基金会负责。 Goals included: 目标包括： Provide comprehensive, reliable information about the home-buying process; 提供有关住房购买过程的全面、可信信息 Establish
13、 the Foundation as a trusted advisor and source of homeownership and credit information; 建此基金会，做为可信赖的顾问、住房和信用信息的来源 Generate interest in and awareness about homeownership opportunities. 激发公众对住房的兴趣、提高他们的认识 Move renter households into homeownership. 促使租房者转变为购房者, Fannie Mae Foundation 2004,Media-based O
14、utreach Efforts Focus: Opening Doors Campaign 以传媒为依托的推广活动 中心：“打开大门”活动,Television: network, spot, cable 电视：联播网、重点插播、有线电视 - Visually communicates a complex/emotional message with the greatest impact and reach. 通过视觉进行复杂的/情感的交流，拥有巨大的影响力 National Consumer Magazines 全国消费者杂志 Local Advertising (radio and pr
15、int) 本地广告（广播和平面媒体） Detailed copy points to communicate a complex message within local markets 详细的文字解说词可将复杂的信息传递给当地市场 - Opportunity to reach ethnic audiences through in-language advertising. 可通过其他语言的广播到达少数族裔听众处 Direct Mail 邮寄 Opportunity further to narrowly target the message to a particular market s
16、egment within the target audience. 可进一步锁定目标人群的一个特定细分市场 Includes English, Spanish and Asian languages. 包括了英语、西班牙语和亚洲各种语言 Mailed more than 5 million pieces of direct mail last year. 去年共寄出超过五百万封邮件, Fannie Mae Foundation 2004,Media-based Outreach Efforts Focus: Opening Doors Campaign 以媒体为依托的推广活动 中心：“打开大门”活动,Educational Programming 教育项目 Opportunity to target message and communicate detailed information via long format medium. 通过较长的文献载体传递详细的信息 Use real life people. 接触现实生活中的人 Four,
