Investigation And Research On The CCB Baoding Branch Of The Personal Financial Product Marketing

Personal financial business refers to a financial service that banks use the money and resources of customers, intending to meet a variety of the financial demand of customers. In recent years, with the increasing of the demand, banks personal financial management business has developed rapidly. However, much too fast development also has brought some more or less problems, for example, the blind competition among banks, the high homogeneity of products because of the mutual imitation, the uneven professional quality of the customer managers and so on. Firstly, this essay analyzes the market environment and competition situation our retail banking service facing, explains the background of financial market’s opening-up, market-oriented interest and E-finance, and states the big challenges from peer competitors, non-banking financial institutions, as well as E-finance. Secondly, this essay briefly compares the current situation of wealth management service in China and abroad. Lastly, it introduces the Baoding Sub-branch of CCB and its financial service. Based on the example of the development of Baoding Sub-branch, with the method of questionnaire combined with information collecting and sorting, this essay conducts detailed research from the angle of the promotion of CCB’s financial management products, CCB’s brand building, the design of personal wealth management products, marketing, as well as customer experience. It also raises questions such as the inadequacy of the product’s advertisement in sub-branch, the improper design of personal wealth management products, the outmoded trading system, and deficient capability of financial managers. Accordingly, it offers some practical proposals for further reference for future development of retail banking service.