The Research On Chinese Commercial Bank's Personal Finance Marketing Strategy

As a result of rapid economic development in recent years, the residential savings have been growing steadily and, meanwhile, this trend has provided Chinese commercial banks with a great opportunity as well as a challenge of how to develop personal finance in China. In order to meet the great urgency of Chinese people in personal financing, this paper, armed with economic theories and by comparison of advanced marketing performances of personal finance in developed countries with Chinese situation and problems at present stage, aims to provide answers to the developing strategies and patterns of personal financing business for China's commercial banks.This paper is classified as four parts: to begin with, the introduction of concepts, contents and features to the marketing strategies of personal finance in part one would help us clearly understand the very important effects of personal finance in china today; In part two, I emphasized on the study and examination of the personal financing performance and marketing practice, the existed problems and causes with china's characteristics; Next, the complete analyses of business practice in personal financing and successful experiences available on product design, pricing, band awareness and product service from American Citigroup and China Merchants Bank are essential for us on the way heading for a mature market of personal finance. Finally, I concretely concluded my suggestions of how to speed up the process towards personal finance on these aspects of product design and innovation, brand building and management, pricing and its services, etc.