Research Of Marketing Strategy Of Bank Of Ningbo Personal Financial Services

With the further economic reform,the citizen’s fund sources is increasing up day by day, More and morepeople begin to seek for other channels besides savings, financing as a highly profit and risk control project,isbeing showed great attention to the wealthy classes and wage-earners.In view of foreign bank press on at everystage,nationalized bank also jump into this battles,Bank of Ningbo only in improving the existing marketingstrategy,remain invincible in the market battle, at the same time, this also is emphasis in the study of this article.The article is on the basis of the life cycle of management theory and marketing4p theory of marketing,brand marketing theory, service marketing and relationship marketing, and laid a theoretical foundation forpersonal financial business marketing strategy, adopts the method of literature review and comparative analysis,absorb the domestic and foreign trade marketing strategies. The article uses PEST method, and analyzes the Bankof Ningbo personal finance business macroenvironment.Through questionnaire survey and in-depth interviews,from the financial product life cycle, the term of procuration and gains, investment channels and customer focuson aspects of analysis of Bank of Ningbo personal finance marketing strategy of the existing problems, such as:service consciousness to enhance, wealth management products, narrow marketing channel,backward promotion,fuzzy market positioning. To solve above problems, and accordingly put forward product, price, channel,promotion, market segmentation, service marketing,total six marketing strategy. Including: financial productresearch and development work, strengthening the innovation of financial products and promoting the brand ofproducts of product strategy;Customer relationship pricing and a variety of pricing strategy: upgrade andoptimization of the traditional network, active building community bank channel strategy; Application ofadvertising, media promotion strategy; From psychology, education, income and occupational for marketsegmentation strategy; To carry out the tangible demonstration, holiday series service, share the dream of servicemarketing strategy.This article puts forward the feasible and reasonable suggestions for Bank of Ningbo personal financialbusiness marketing strategy, we hope these Suggestions can accelerate the pace of ningbo bank personal financialbusiness marketing, can also bring some revelation to our country commercial bank marketing work.