Research On Marketing Strategy Of Personal Finance Of ICBC Changchun Branch

With the rapid development of China’s social economy， the living standards ofresident continue to improve， the rapid growth of personal disposable income. Inpersonal wealth accumulated at the same time， people begin to focus more of theirown financial situation， objectively created the personal financial needs， and thistrend has provided Chinese commercial banks with a great opportunity to developpersonal financial services. Industrial and Bank of China as one of the domesticcommercial banks launched the first personal financial business， has initially formeda certain influence on the personal financial services brand. To further promote theindustrial and commercial bank of Changchun branch of individual. Financial serviceto the meticulous professional development to adapt to the new situation of personalfinancial business development needs， personal financial management businessbigger and stronger， is an urgent need to study.This paper analyses the present situation and the marketing strategy through themarketing strategy through marketing of personal financial business in question andcombining the practical work experience， put forward to optimize the ICBCmarketing strategy of personal financial business Changchun Branch advice.This paper consists of four parts， the first part， analyses and introduces theICBC Changchun branch of the personal financial business development status，determine the direction of research. The second part， combined with the actualwork， carries on the analysis to the existing problems and reasons of presentsituation and the marketing strategy of personal financial business of commercialbanks in China development and marketing. The third part， by using the method ofSWOT analysis focuses on the analysis of the advantage， possessing of ICBC financial marketing in Changchun city financial market， including weaknesses，opportunities and threats，at the same time，improve customer loyalty and customerrelationship manager ability. For adapt to the new situation to build “new team”. Thefourth part， subdivide the market according to4P marketing theory， develop thecorresponding financial planning.