| With the continuous deepening of the financial system reform in China, Commercial Banks is acing more and more fierce competition in the financial market. The ways to obtain the profit need transform. The national economy sustained and rapid development provides a huge market potential for the personal financial business development. Commercial banks to achieve sound and rapid sustainable development must focus on personal finance as key strategic development of cultivating the core competitiveness. Strengthening the management of personal financial business marketing become the inevitable choice of commercial banks.The article is based on the carrying out the specific practice of the personal financial business as foothold in Changsha Branch of Huaxia Bank. Firstly, carries on the analysis of personal financial business marketing environment in Changsha Branch of Huaxia Bank, Pointing out its marketing management existence not enough attention, inaccurate market positioning, such problems as insufficient physical outlets, sales promotion means. Through the SWOT analysis, points out its personal financial business marketing has advantages and disadvantages, opportunities and challenges; and then carries on the market segmentation and positioning, points out that its individual business should carry out innovation in the aspect of product strategy, differentiation strategy, brand strategy, portfolio strategy; Implement, and the price on the price strategy, penetration pricing, competitive pricing; Implementation of the direct distribution channel on the channel and indirect distribution channel strategy; On the promotional advertising, business promotion, public relations, personal selling strategy;Finally puts forward the marketing strategy implementation procedures and implementation of security, and evaluates the effect.We hope that through the above-mentioned study, further analysis and solve the main problems of personal business marketing management in Changsha Branch of Huaxia Bank, in order to improve the marketing management capability and core competitiveness of personal financial business, and gain market share, to catch up with the industry average level as soon as possible. At the same time, look forward to with the aid of the case study of Huaxia Bank personal financial business marketing, of similar small and medium-sized joint-stock commercial bank personal business marketing management play a role of certain enlightenment and reference. |
