Construction Bank, Sichuan Branch Of Personal Financial Products Marketing Strategy

In recent years, along with unceasing deepening of financial system reform, continuously quickening of pace of opening to the outside world and unceasing enhancement of the inhabitant income level, the commercial banks intensify increasingly in competition of personal financial domain. The level of personal financial service, which has already become the developmental direction of commercial banks, has become an important symbol to measure the ability of commercial banks on comprehensive competition and the sustainable development. Along with increasingly diversification and personalization of needs from clients, how to meet the needs of the intense competition in personal financial market and gain the initiative in the fierce competition becomes an important topic, which needs to be solved urgently by the commercial banks. The marketing activities has become the powerful tool in the competition and will play more and more vital role to give instructions to the management of commercial banks in personal financial market。China Construction Bank Corporation (CCB Corporation) has taken the lead in bringing the joint-stock system transformation to success among the four state-owned commercial banks in China in 2005. CCB Corporation has fixed developmental strategy on personal financial service for the priority and proposed the target of"constructing the first-class international retailing bank". The Sichuan branch of CCB Corporation acts according to the general headquarters'developmental strategy and commits to its"customer-oriented"philosophy, advancing personal financial products marketing and carrying on the innovation in marketing boldly. The Sichuan branch maintains the steady development situation in the same business of personal financial service in the CCB Corporation system as well as Sichuan province.This thesis firstly carries on the elaboration to the basic principle of personal financial marketing of commercial banks, combining with the theory on marketing study, and emphases on three aspect: definition, classification and characteristics of personal financial products, definition and characteristics of personal financial marketing,as well as the content and the procedure of personal financial marketing.Next, combining with marketing experience of personal financial products of Sichuan branch, the thesis discusses on six key marketing strategies in detail, which includes: the strategy of market segmentation and localization, the strategy of product development, the price strategy, the strategy of retailing channel, the brand strategy and the promotion strategy.Finally, this thesis has carried on the forecast analysis to new tendency of personal financial marketing of CCB Corporation, and pointes out the new actions that the Sichuan branch adopts in individual financial product marketing.The innovation of this thesis is analyzing marketing theory of personal financial products combining with the massive newest marketing cases of Sichuan branch, and unifying closely the marketing practice and the marketing theory in together. In addition, the thesis also quotes the advanced experience on retail network transformation project at the Sichuan branch with support of Bank of America, as well as the innovative actions of the Sichuan branch carrying on personal financial marketing under the recent trend of development, which has certain references to the internal commercial banks in personal financial marketing.