Research On Marketing Strategy Of Personal Finance Of CCB Jilin Province Branch

With the acceleration of national economic system reform and the rapiddevelopment of national economy over recent years, the national revenue in ourcountry has entered into a period of rapid growth. An increasing number of idle fundsheld by residents have contributed to the promotion of financing service concept andinvestment willingness, consequently, the so-called personal financing service hasbecome one of the most competitive focal services in the banking community due toits large profits. In its initial stage at home, the personal financing service also has avery broad market space. With the comprehensive opening of financing services indomestic foreign banks and the rapid expansion of joint-stock commercial banks, thecompetition within a range of financial industry in Jilin Province has been extremelyfierce, which results in an important significance to the research on marketingstrategy of personal financing products.This paper addresses a brief introduction of the marketing status quo of personalfinancing service in China Construction Bank, Jilin Branch and analyzes theproblems and the resulting reasons hereinto. On the basis of modern marketing theoryand with the combination of various factors from the external environment to theinternal situation in China Construction Bank, Jilin Branch, this paper also putsforward marketing strategies for personal financing service and suggestions to theguarantee of the enforcement.This paper is divided into four parts: Part One elaborates the significance and background environment of the topicselection as well as analyzes the research background, significance, thought andstructure arrangement from macro and micro view, respectively.Part Two mainly demonstrates the existing problems and analyzes the resultingcauses of financing service marketing by the marketing status quo of main services inChina Construction Bank, Jilin Branch. The rapid development of personal financingservice in China Construction Bank, Jilin Branch over recent years not onlyconsolidates the traditional services such as deposits, loans and settlement, but alsovigorously develops hundreds of new products. These new products promote theprosperous development of intermediary and lay a good foundation for Jilin Branch’sleading position in the personal finance. However, there also exist problems such asthe insufficient strength in marketing, lower specialization level in financing service,non-standard operation in financing service and serious lack of the homogenization offinancing products.Part Three compares the external opportunities and threats as well as the internaladvantages and disadvantages on the basis of analyzing Jilin Branch’s external andinternal environment and combining SWOT analytical method, and thus to determinethe marketing strategy of the growth property in China Construction Bank, JilinBranch.Part Four conducts target market selection and market positioning mainly basedon the analysis carried out in Part Three. The main market positioning of personalfinancing products in China Construction Bank, Jilin Branch is individual customerswith high incomes and in the period of wealth maturity. In combination with theproblems existing in the marketing of personal financing service in ChinaConstruction Bank, Jilin Branch, it also proposes the solution and executionguarantee in the marketing of personal financing service. Apart from proposingcorresponding recommendations on team construction of customer managers, incentive and constraint system for reception staff as well as IT construction forbackground system, it also optimizes the product design, product price, marketingchannel and marketing strategy to promote the good development of personalfinancing service in China Construction Bank, Jilin Branch.