The Research On Marketing Strategy Of Personal Financial Business In Large Commercial Banks

The personal financial business plays more important effect in making profit in the banks. The average profit margin in American has get up to 35%. With sharply competition on high level customers when the foreign banks come to China, our large commercial banks also provided the personal financial business. But there are many problems such as lack of guidance from strategy and service tactic. How to develop the personal financial business is the urgent problem to settle down under the present condition.This thesis mainly explores the issue regarding the service marketing strategy of personal financial services in the large commercial banks. It first starts with comparing personal financial business differences between abroad and X X bank. And find that factors impede banks to expand the personal financial service in China. Second, we review the Segmentation, Targeting and Positioning Strategies, service marketing triangle and service marketing combination strategy (STP Strategy), and then probe their application in service marketing of personal financial business and put forward the whole service marketing strategy. They are improvements in four aspects from the STP Strategy, exterior service marketing, interior service marketing and process service marketing inside the commercial bank. Under the conduction of the theory and the analyzing of the marketing environment, we propose suggestion to strengthen the cooperation with other financial organizations to stimulate the personal finance business. The final part analyzes the adaption and possibility to put the methods into effect. We hope to stimulate the personal finance business by this thesis.