The Research About Liaoning Branch Of CCB Personal Finance Product Marketing Strategy

As a result of rapid economic development in recent years, the residential savings have been growing steadily and demand of personal finance product is rising, commercial banks focus on marketing. At present, in Liaoning commercial banks put forward all kinds of finance products and compete severely. As I work on personal finance product marketing management, it is necessary to research marketing strategy according to practical work. in order to promote healthy development of Liaoning branch of CCB personal finance product marketing.The Development Strategy of Liaoning Branch of CCB Personal Finance Product Marketing is made on the basis of the theories of Enterprise Strategy Management, Marketing and so on. The first reason is to promote the writer’s guiding ability. The second reason is to help the group establish and correct the new development strategy.First of all, this paper introduces background, significance and frame. And then it clarifies how to obtain SWOT analysis matrix through the internal and external environment where the enterprise survive and how to draw a decisive conclusion according to the relation among them as well as considering all kinds of other factors. Thirdly it suggests to build new marketing strategy which includes good marketing thought, classification of market, the identification of target market, product, price, promotion, and path strategy. Based on the above sayings, the paper suggests to how to enforce strategy and to control risk measures.