C Bank Personal Financial Business Marketing Communication Plan

With China deciding opening its domestic market for the world, China’s banking sector is facing the challenges of all-level competitors, market-oriented interest rate tendency, prudential supervision and so on. Bank business transformation must be imperative. Many commercial banks make the personal financial business sector as its new strategy, because of its low capital consumption, high Income and other advantages. In the development of personal financial business, how the first-line branch making marketing plan professionally and effectively becomes the starting point of this research. After the market investigation about Yongchuan District of Chongqing city, our study combined with mass communication, organizational communication and interpersonal communication to design a marketing communication path M-O-I to guide the implementation of2014first season marketing communication program.The ultimate marketing results have verified the validity and the applicability of the marketing communication path.