Differential Marketing Research Of The Personal Banking Services Of CCB In Chengdu

The history of the advanced commercial bank in developed countries and the developing experience of our country commercial bank with near period enunciate: The Personal Banking Services will be the strategic point of CCB's business development, the promotion of personal banking services (PBR) competitive ability will directly affect total competitive ability in CCB in developments high and low in the future.The foreign capital bank will be allowed in 2006 and all can run the personal business in RMB. For replying the competition, each commercial bank in Chengdu increased the investment of PBS that makes the competition environment of PBS take the enormous change, with the coming date of the foreign capital bank entering personal business market, the local banks will face the more and more vigorous competition.The experience of national large commercial bank of personal business development tells us: For the large commercial banks such as CCB, to increases the competition ability of the Personal Banking Services, the differential marketing is one of essential paths. Chengdua, is the politic, economical, culture center of southwestern of China, its financial resources is very abundant, having completely term to run differential marketing in personal banking services. Concerning the research of differential marketing for PBS will promote the development of Sichuan branch of CCB in PBS field, this meaning is important.Firstly, the thesis discusses the PBS which occupy important position in CCB's strategic development and differential marketing of the strategy system turn important function for promote personal bank service competition ability, and analyzed the existed problem of differential marketing of the personal banking services in Chengdu which lies in the aspects of customer information integrating, market subdividing with position, service level of structure installing with the service resources, service outlet with process etc..Secondly, according to all the characteristics of the region of Chengdu, the thesis established all standard system that region market subdivide, according to the standard system to customer the community level of structure proceeded the demarcation. The marketing of layer customer's community in market subdivide of last combinative current competition of CCB in developments in foundation with resources advantage, put forward that differential marketing of personal banking services in Chengdu not only value the high carrying the marketing of customer's community but also value the middle customer which can develop developments of CCB. The high customer chose safety steadily. Developing continuously bank, the market of inside middle customer's community positions in emphasize safety steadily at the same time, outstandingly point out CCB is concern the middle customer's bank, is an inside middle customer's business, live the successful and financial supporter.Finally, according to the market to install with the service resources at the service level of structure and the service outlet waits with the process several aspects, the dissert put forward the regulatory suggestion with the strategy.