The Icbc Taizhou Branch Personal Finance Products Marketing Strategy Study

The2008financial crisis has swept the globe, the growth rate of decline in domesticeconomic circumstances, commercial banks, personal reasons, the product of its sound, theadvantages of diversification by individual investors.In recent years, residents' willingnesses have invested a yearly basis, the financialmanagement concepts also gradually increased, mainly due to China's sustained rapiddevelopment and rapid expansion of the personal wealth of the residents, the demand forfinancial services is increasingly diverse. Meanwhile, with the pace of financial reform in Chinacontinues to accelerate, a large number of foreign banks have been pouring into the increasinglyfierce competition between domestic and foreign commercial banks. However, compared withforeign banks, our Personal Financial Services is still in its infancy, there are a variety of factorsand the development of innovative financial products. Therefore, in the current economicsituation, analysis of China's commercial banks personal finance business marketing strategy,has a strong practical significance.In this paper, domestic and international marketing of banking services related to personalfinance theory, for the Industrial and Commercial Bank Taizhou branch personal financialsituation, combined with market research and SWOT analysis, strategic, marketing strategy andrisk prevention in three areas explored how China's commercial banks management is to carryout personal business.In taizhou branch of icbc SWOT analysis to find out their current marketing problem, andon the basis of this article from the strategic point, suggest taizhou branch of icbc personalfinance products marketing strategy that should be taken to reverse WO type strategy, make useof the chance to overcome the disadvantages of strategy. Icbc taizhou branch to use taizhouregion fast yet steady economic growth, the income of urban and rural residents and improvedenterprise and residents financial needs growth a chance like this to change the presentbackward marketing system, to build an effective operation of the marketing system. From the level of marketing strategies, the use of4PS theory, it is recommended that theICBC the Taizhou branches do on the basis of customer segmentation, the implementation ofthe product portfolio strategy, provide a different combination of financial products to differenttypes of customers, to meet customer demand; actively involved in new product.Risk control level, it is recommended that ICBC Taizhou Branch attention to personalfinancial product marketing for the degree of risk from the customer and the transmission ofinformation on risk and operational risk to strengthen risk control measures, personal financeand business development to avoid unnecessary losses.