Study On Personal Financial Marketing Strategy Of Bank Of High-end Customers

At present, in the Chinese banking industry, the original policy of the big fourstate-owned commercial Banks has been broken, the whole finance moremarket-oriented, and the shareholding commercial Banks are involved in the financialmarket competition gradually, and shows great competitiveness. Such as Chinaindustrial bank, China GuangDa bank and China merchants bank, In this context,personal finance, especially in the high-end personal finance business gradually hasbecome the focus of the Banks, the agruialture bank of Shenyang branch began totake the marketing of personal finance business in2007, and more attention in thehigh-end customers, and strive to build Shenyang branch of personal finance businessbrand, but also there are many problems in the process of operation,due to theinfluence of various factors, personal finance business has never been particularlyprogress. For modern commercial Banks and in the high-end customers, is one of themain source of profit, it has important strategic significance to the bank’s development.Whether Agricultural bank of Shenyang branch can get ahead opportunity in thecompetition, is essential for the development of the agricultural bank Shenyangbranch.This paper analyzes the characteristics of commercial banks based on thehigh-end customer’s financial needs, a detailed analysis of the current situation of theAgricultural Bank of China Shenyang branch in the high-end customers personalfinancial marketing, and for this client group conducted a questionnaire survey,according to the survey results and the brand image of Agricultural Bank of ChinaShenyang branch on customers, products and service system services, financialservices specialization has certain problems, aiming at these problems, this paper putsforward the Agricultural Bank of China Shenyang branch in the high-end customerspersonal financial marketing strategy suggestions, including: according to customer’s marketing strategy, improvement of products and services, the formation of theprofessional brand image and active marketing.