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.