The Development Strategy Research Of Individual Financing Business In Jilin Bank

With the rapid development of our economy, commercial banks have gained extensivedevelopment, has become an important force in China’s banking industry. But with theinfluence of unstable factors and internal management of the global economy, the influenceof business are facing various risks in daily operation process, problems often is one of thepersonal financial business marketing financial products, so the effective marketing strategyis important in ensuring the rapid development of commercial banks. This research mainlyincludes five parts: the first part is the introduction. Mainly carries on the summary of theresearch in this dissertation research background, research significance, research methods.The second part is the theory overview. Personal financial services for the meaning, thepersonal financial management business types, marketing management theory analysis, riskmanagement theory is summarized, which lays a theoretical foundation for the later study.The third part according to the situation of personal business development of the Bank ofJilin and the analysis of existing problems. The general situation of Personal BusinessDevelopment Bank of Jilin is mainly carries on the analysis from the Bank of Jilin, Bank ofJilin consumer level classification, product positioning, Jilin bank personal financingbusiness characteristics, the Bank of Jilin product design. The existence of individualbusiness development bank of Jilin issue. The main problem of personal financial businessmarketing strategy of personal financial business of brand management problems, theproblem of lack of personal financial services, risk management. The fourth part to solvethese problems according to the professional knowledge and put forward countermeasures tostrengthen the management of personal financial management services of the Bank of Jilin.Specific measures include strengthening the personal financial business marketing ofpersonal financial services; strengthen brand management, establish independent brand;strengthen the series of measures of personal financial risk management. The fifth part is thesummary of the thesis is aiming at.