The Research Of Marketing Strategy For Retail-banking In Bank Of Beijing

With the social economy development, personal wealth growth, and financial needs promotion of personal customers, personal financial services have received wide attention and high consideration. From the end of 1980s, developing personal financial services has become one of the strategic choices of western countries. With the strategic transformation of personal services, retail financial services gradually become the important profitable channel of commercial banks.At present, China's domestic household assets have entered the rapid growth period, and just retarded household savings in the systems of banks have exceeded 20 trillions. The demands on personal financial services are very strong. All commercial banks in our country have high hopes for personal financial services, and put great human and material resources to develop them which lead to fierce competition day by day. The developing of domestic commercial banks' retail services has all short of explicit market positioning, customer segmentation, and has the problems of homogeneity of services and products. Compared with foreign banks which have rich experiences and aggressive momentum, promoting personal services has become the must of domestic commercial banks for sustainable development.Bank of Beijing is a listed bank which develops from local banks in the capital to national running with over 400 billions and comprehensive business. It has the prominent advantages of local resources in Beijing, but with the comparison of other banks, it has the shortage of infrastructure and market share ratio obviously. Therefore developing personal services has become the strategy of promoting core competence for bank of Beijing. It is an important topic and tusk about how to analyze own advantages and disadvantages, making full use of present resources and advantages, and promoting market share and comprehensive competitiveness.This article utilizes learned knowledge combined with working experiences and the status and character of bank of Beijing, and makes comparative analysis for the development situation of personal services of banks at home and abroad in four chapters. The author fully elaborates the marketing objectives and strategies, and explores the problem about how to build personal business marketing management system and how to make the positioning and segmentation of the personal customers' market. The author expects the article can play a role in the personal services development of bank of Beijing.