The Study For People’s Livelihood Finance Service Strategy Of The Commercial Bank

As the main core of the financial industry, Commercial banks take on the important responsibility by providing quality financial services, promoting economic development, improving people’s livelihood and social stability and harmony. On the occasion of transformation development, protect and improve people’s livelihood, develop the people’s livelihood finance is always an important starting point for the development of the commercial bank.Changing the way of financial services, promoting financial services innovation of people’s livelihood areas, and striving for greater market space and innovation power to meet the commercial bank’s profitability and competitiveness improving, is the main topics that financial services must face.This paper analyzes the current situation of ICBC people’s livelihood financial services, and points out that there’re many questions remaining to be answered, such as, the linkage of government policies and demand is not tight enough, the product innovation activity and the amount of money is not match, department linkage and resource distribution is not balanced, customer marketing chain binding with insufficient funds consistent livelihood areas. This paper taks a comparative research for the people’s livelihood financial strategic of the China Construction Bank and Jiangsu Bank.Subsequently, through the development prospects of people’s livelihood areas market analysis, the paper points out that fiscal, social security, health care, education, housing security is the five core areas of people’s livelihood areas. Combined with service marketing theory, people’s livelihood financial services marketing mix strategies are described from the product, price, place, promotion, people, processes aspects, physical evidence, etc.Finally, this paper elaborates concrete path of enhancing ICBC people’s livelihood financial services capabilities from brand positioning, safeguard mechanisms, team building, policy optimization, product innovation, channel integration,etc.