Marketing Research On Personal Wealth Management In Liaoning Branch Of Bank Of China

At present, with the continuous development of China’s market economy, people’s living standards have been greatly improved, and the rapid growth of income, personal financial service in the financial markets is as an important new focus of competition, the commercial banks pay more and more attention to it. And it is also increasingly being accepted by the masses. The sound development of personal financial services is important to improve the overall competitiveness of the banks.As the first branch to carry out personal financial services in Dalian, Liaoning branch of Bank of China has established a three-tier wealth management system, which is the core of modern personal financial management system. But Liaoning BOC now faces enormous challenges due to the rapid development of Chinese commercial banks in personal financial planning. How to keep the leading position in the fierce competition in the market and to catch up in other areas is the problem they must face.Firstly, starting from the purpose and significance of the topic, the author analyzes the current situation of social economy development in Dalian area and the personal financial need by the residents. Combining the real situation of the personal finance business in Liaoning branch bank of China, it reveals the necessity and urgency of the personal finance business. Then, the author does a brief research on relevant personal wealth management results of the scholars domestic and abroad. Based on a deep understanding of these studies, the author expounds the characteristics, classification, and strategy of personal wealth management and other related concepts, and introduces the life cycle theory, market segmentation theory and portfolio theory. Through the investigation of present situation of the personal financial business in Liaoning branch, the author finds out the problems in product designing, service, management, marketing strategy and risk management. Combined with the personal finance theory, the author summarizes the methods to improve the level of the personal financial business in Liaoning branch, Bank of China. That is, the bank must offer products and services according to the market situation and its own characteristics, implement differentiated product strategy, make customer needs as the center, abandon old thoughts, and actively look for new customer sources on the basis of the effective integration of existing channel resources. At the same time, the bank must be fully aware of the insufficiency in the current management system, establish a full range of three levels of personal financial services through the effective organization and performance management. The bank should also provide more competitive extra-services in accordance with customer requirements, in addition to a good job of product marketing and services in general. Last but not least and process of construction perfect.This paper plays an important role to enhance the service level of personal financial business and market competitiveness in the Liaoning branch, Bank of China, and establish modern conforms to personal finance marketing management system.