Study On Marketing Policy Of Personal Financing Business In Construction Bank

With the increase of denizens’wealth in our country, personal financing business in commercial bank have obtained lasting attention by the society. And part denizens start to purchase personal financing products issued by commercial banks. As personal financing products have features of flexible time limit and relatively stable income, their businesses have got large development in nearly several years. Besides, the interest rate of fixed deposit lacks attraction. In order to avoid client loss and meet clients’yield, each bank positively put forward bank financing products. According to the data of financial exchange information, there were93China—funded banks issuing11.8thousand types of financing products in2010. By the end of2011, the issuance number of financing products had reached up to23thousand types and the issuance scale had been increased for141%than2010. Up to the midmonth of August in2012, the issuance number of financing products has reached up to16.8thousand types. Vast issuance scale and issuance number brought denizens loose selection and also brought violent competition to each commercial bank at the same time.Depending on sales of financing products to stabilize and stock clients and excavating new clients have become the competition concepts of each commercial bank. In this period, all commercial banks are constantly bringing forth the new through the old, and design and issue various kinds of financial products. The construction bank also sticks with them by the speed of issuing three financing products per week. There are hundreds of commercial banks in China and institutions with qualification of issuing personal financing products are also more than one hundred. Confronting so fierce competition, elevating the market share of personal financing products in construction bank is of critical significance. This paper takes the present situation of personal financing products marketing in construction bank at present as the starting point, studies marketing policy, finds out problems existed in current marketing policy, provides constructive suggestions to them, and optimizes its marketing system.Under the foundation of studying relevant documents in head office of construction bank, provincial subsidiary bank and Zhangye subsidiary bank, this paper combines the classical theory related with marketing, analyzes gains and losses of exerting marketing policy by Zhangye subsidiary bank during developing personal financing business process. And taking it as the breakthrough point, this paper puts forward concrete suggestions to the whole construction bank system towards their marketing policy and method in developing personal financing business. This paper analyzes the competition environment of construction bank from four aspects, which are opportunity, menace, advantage and disadvantage by exerting SWOT analytical method and provides valuable suggestions to the development of personal financing business for construction bank. It is the research purpose of this paper and it also presents the study significance of this paper. Construction bank previously adopted the policy of taking cities as center and lacking extensive rural market. So it has lost large amounts of opportunities. Compared with industrial and commercial bank, agricultural bank and other most competitive opponents, construction bank severely lacks operation agencies in rural markets. And it cannot meet increasingly increased personal financing requirements in the countryside. Such problems cannot be neglected by construction bank in their future personal financing business development.In recent years, construction bank has got some achievements in personal financing business development. However, their confronted challenges are also increasingly austere. This paper provides practical marketing policy to construction bank for them to better develop their personal financing business and studies risk prevention problem during marketing process. Well exerting marketing policy, striving to develop personal financing business, seizing the opportunity, and making great efforts to elevate the market competitive power of personal financing business are construction bank’s sticking point in keeping a foothold in market in the future.