Research On Marketing Strategy Of Personal Banking Business Of J Bank Of Bank Of Communications

As China’s banking industry has recently fully opened up to foreign funds, domestic banks have realized that corporate banking activities have entered into a down cycle. Chinese banks have got to know that some commercial banks in the West have shifted their strategic development focus to personal finance businesses. Under this background, Chinese commercial banks accordingly catch up with the international trend and also shift their focus to personal finance businesses. It is important for China’s banking industry, especially for those state-owned commercial banks which are in the process of transition, to adjust the development strategy and set up appropriate personal finance marketing strategies based on the conditions in China.In this paper, the author, as an employee in the Bank of Communications, uses the knowledge he has learnt, work experience and the combination of various research methods to study the personal finance marketing strategies of J Branch of the Bank of Communications.First of all, the paper elaborates the research background, aims and meaning, methods, technical route and main contents. Secondly, the paper reviews the relevant concepts and theories, including those on personal finance marketing, marketing theories, and bank marketing theories. Thirdly, by interview, observation and questionarie, the paper analyzes the current status of the personal finance marketing in J Branch and finds out the problems that exists in J Branch, including the inappropriate customer structure, the lower level of the general customers, the existence of numerous types of products, the lack of competitiveness of products, the inappropriate layout of the outlets, fewer marketing channels, etc. At last, the paper puts forth the marketing strategies for the personal finance businesses in J Branch. J Branch of the Bank of Communications should take the multi-level marketing strategy, including market segments, key customer selection, target customers division and marketing, multi-level services, etc. Meanwhile, the paper analyzes the reasons why J Branch should take personal finance businesses as its core products and hence puts forward that J Branch should emphasize the personal finance businesses and strengthen the innovation of product mix. The paper points out the specific ways or measures of conducting personal finance businesses, creating product mix, optimizing the layout of outlets and expanding marketing channels.