China’s Commercial Banks Personal Finance Product Marketing Strategy Research

In recent years, as China’s financial reform, increasing competition across the industry,high-tech development, the diversification of national income, and the rapid increase inmarket demand have all contributed to the commercial banks continue to carry out themarketing activities of the Personal Financial Services. At present, most of the China’scommercial banks have introduced the Personal Financial Services, and continuouslyinnovate a variety of financial products according to market demand. So that, personalfinance business has been rapid development, and has become an important tool forcommercial banks to compete for high-quality customers and find new profit growth point.This article first provides an overview of Personal Financial Services Marketing,described the basic knowledge of personal finance business marketing, including meaning,characteristics, and the importance. Second, introduced the inadequate status quo and theproblem of the Personal Financial Services Marketing of China’s Commercial Bank,including the problem of the market segmentation, product development, in-reasonablepricing, the marketing team and marketing system. And then introduce Citibank’s personalbanking business marketing strategy, identify its successes and worth learning points.Finally, Putted forward some recommendations of the commercial banks in China PersonalFinancial Services from aspects of the Market segmentation, the product development, thepricing, the distribution, the promotion and so on. At the same time put forward the risksassociated with the relative preventive measures.