Personal Financial Services In China's Commercial Banks Marketing Strategy Research

The thesis, with the personal finance services of Chinese commercial banks as the research topic, opens out the discuss with market environment in the face of Chinese commercial banks, problems during the developing process, and contrasts with the same operations in foreign commercial banks. It's aim is, through systematical analysis, expounding how Chinese commercial banks take measures when facing the market opportunities and challenges.There are four parts in this thesis:The first part is a general introduction of personal finance services, including the concepts and sorts of personal finance services, and the necessity for Chinese commercial banks developing personal finance services.The second part reviews the market environment of personal finance services, including macro market environment and analysis on market demands.The third part, on the basis of investigating the situations (especially in Dalian area), summarizes the advanced operation of foreign commercial banks and the shortage of Chinese commercial banks by contrasting analysis.The forth part puts forward the strategy of developing personal finance services for Chinese commercial banks. This part combines the relevant theory of marketing management with the practice of the personal finance services of Chinese commercial bank, and raises the corresponding marketing strategy, which includes the developing strategy, difference competing strategy and market segmentation strategy. At last, on purpose of delivering better personal finance services, the thesis brings about a tentative plan of setting up a system of client information management.