The Personal Banking Marketing Practice Of Commercial Bank

With the further reform and openness of the Chinese financial market and the development of the Economic Globalization, The competitions,among the domestic commercial banks themselves or between them and the foreign banks, become fiercer and fiercer day by day. As the important driver of the internal economy, the competitive power of its financial industry shall take big significance to the sustainable development of Chinese economy. The high profit contribution of individual financial service, The Low occupancy rate of economic capital, the strong resistance ability of economical cycle influence.,the low risk of financial business, shall become the main and most important business and development tendency of the commercial banks,shall be the main point for how to found successful customer relationship and how to be strong in the competition. Industrial and Commercial Bank of China clearly pointed out to individual customers as a target of personal financial services are the most important modern commercial bank profit growth point and the main pillars of business;Agricultural Bank of China will give priority to the development of personal financial services in a strategic position; Bank of China has established" equal emphasis on large companies with large retail "development strategies;Construction Bank of China stressed the personal financial business in the implementation of the overall strategy of great significance.In addition to state-owned commercial bank, Shanghai Pudong, China Merchants and other large joint-stock commercial banks around the personal financial services, and continuously reform and innovation, the formation of intense competition.The marketing of individual service becomes more and more important. Only improving the marketing ability, taking the marketing management theory to guide the business operation, taking market and customer as the central to implement the business management behavior; Studying the market, making the customer segmentation, providing the individual financial service in different level or different way according to the customer's requirement, then we can obtain the market This is also the only way for commercial bank develops their individual service.Under this background and situation, this paper,starts with the kinds of personal financial services of commercial banks, introduces the development tendency of the personal financial service.Then,this paper makes introduction and summary of the concept of marketing, the function definition, and the focus of marketing and management, analyzes the specialty and focus of the marketing management of personal financial service.Based on above introduction and analysis, this paper gives further analysis on the market situation, the problem and its reasons, provides the management proposal and relevant marketing strategies. In the end of this paper, Sichuan Branch of China Bank has been taken as a case, the new marketing strategies referring to improving the personal financial service has been pointed out based on the above analysis,the local marketing situation, and the business operation of China Bank.