Study On Personal Finacial Business Service Marketing Strategy Of Commercial Bank

The western developed country's personal financial business market has already entered the mature period, however, personal financial business of our country commercial bank was on the horizon. At present, developing personal financial business of our country domestic capital commercial bank confront with the new opportunity and the cutthroat competition. On the one hand, the individual wealth grows quickly and individual finance consumer demand grows increasingly along with our country economy's development, which has created the very broad development opportunities for our country's personal financial business; On the other hand, the foreign banks enter in abundance and invest the massive resources to take personal financial business market as the main profit market along with our country banking comprehensive opening to the outside world at the end of 2006. This will inevitably bring the huge pressure of competition to the domestic capital commercial bank. In this case, there is much practical point in discovering the problem of domestic capital commercial bank's in personal financial business marketing and exploring the method to win in the competition.This article researches the commercial bank personal financial business marketing strategy. First of all, this article elaborates the topic of domestic and foreign research tendency, analyzes our country personal financial business development background and the topic research significance; Then narrated the service marketing theory. And then the article elaborates service marketing theory and also elaborates the bank service marketing theory and the principle according to the service marketing theory, emphatically elaborates the bank service profit chain theory. Third, the article elaborates the problem with which our country commercial bank personal financial business marketing confront along with our country commercial bank's actual situation, especially the market subdividing, the internal mechanism and the risk control problem. Finally, the article proposes the corresponding service marketing strategy according to the bank service marketing theory along with the problem which our country commercial personal financial business marketing faces. The article emphatically elaborates on following several innovation spot: we should play importance on the university student, even the potential client of middle-school student and unifies our country actual situation in the market segmentation strategy; we should use the product five level theory to discuss the content of bank service production and integrate operation process into the product content; we should emphasize the risk control flexibility.