Study On Marketing Strategy Of Personal Financing Of China Minsheng Bank

In recent years, domestic banking competition is increasingly fierce, and the personalfinancial business, because of its large scale, low risk, wide business range and stableprofit, has become a focus and main battlefield among many banks. Sine1990s, as thefirst joint-equity commercial bank which absorbs share of non-public enterprises,CMSB has explored a lot and accumulated much successful experiences forpromoting the personal financial business. However, compared with many advancedbanks, it has many defects. It means a lot to CMSB’s personal financial business tocarry out reasonable market strategy, analyze the competitive situation and absorbgood points and avoid shortcomings.The purpose of this paper is to provide new advanced ideas for the marketing ofpersonal financing by comprehensively and systematically analyzing it under theoverall background of fierce competition in domestic financial industry, puttingforward specific solutions to problems and difficulties in the marketing to improve themarketing strategy of CMSB’s personal financing and strengthen its marketcompetitiveness.First of all, with regard to relevant theories of marketing and personal finance, andresearch results both at home and abroad, the paper did a systematic and overallresearch, and also expounded the basic theories of marketing, the origin anddevelopment of foreign commercial banks’ personal financial theories, and thedomestic research status. Secondly, based on the frontier theory of marketing, thepaper made in-depth and detailed analysis and evaluation on basic situation ofCMSB’s personal finance marketing, its macro environment, main advantages anddefects. The research shows that despite the domestic advantage of CMSB’s personalfinancial product marketing, like flexible management and operation system, closeconnection with the international standards, higher earnings rate compared with otherbanks and so on, at the same time, it has defects including unreasonable marketingstructure, excessive ratio of short-term products and outdated financial productfunction. Viewed from the international background, gaps do exist between CMSBand advanced banks in the world. So it needs theoretical research and improvement inpractice. Finally, to improve CMSB’s marketing of personal financing, the paperproposed a series of specific suggestions and measures on problems in CMSB’smarketing strategy. How to strengthen the exploitation, design and innovation offinancial products, enhance customer development, improve service quality, promotethe establishment of marketing channels, increase marketing propaganda, reinforcethe personal finance team building, and cultivate professional talents are the problemsdiscussed here.