The Study On Marketing Strategy Of Personal Financing Business For Gansu Branch Of CCB

Personal financing business is becoming one of the focusing on expansion area for commercial banks at present, and is also moving into the track of rapid development. However, most personal financial product recently issued by commercial banks has homogeneity nature, can easily imitate and replication, thus, provide difference and diversity personal financial product is the main competitive advantage for Gansu Branch of CCB. Study on the meticulous and practical marketing strategy of personal financial product, will have a crucially positive effect on quickly respond to changing market needs and strengthen brand image. The article applied methods of inductive analysis, deduce analysis, comparative analysis and survey research, based on read the literature and the document of CCB, to make a summary and premeditation, studied the marketing strategies of Financial Product for Gansu Branch of CCB.This paper based on the related theories of personal financial business provided by commercial banks, through analyze the overall situation of personal financial business in national market and Gansu Branch of CCB by contrast, the article discussed the bright spots and the major problems exists in the Gansu Branch of CCB, then try to formulate marketing strategy scientific and effectiveness, including:market segmentation strategy which in terms of geography, population, behaviour, income etc, differential product strategy which regards innovative product, cooperate with third parties, improve price mechanism, widen service channel strategy, flexible promotion strategy, risk management strategy and talent training strategy. Finally, objective evaluation and prospect are given about the marketing strategy above-mentioned.Implementation of the marketing strategy in Gansu Branch of CCB, will be beneficial to increasing deposit scale, broaden the resource of intermediate business income and condense the relation between customer and banks for Gansu Branch of CCB. Due to the great room for development of personal financial business, the core power will be the innovative product, while individuation and flexible marketing strategy will be the major way for develop the personal financial business in Gansu Branch of CCB.