Research On Personal Financial Marketing Strategy In Changchun Gongnong Road Sub-branch Of The Bank Of China

In recent years, the global economic and financial integration, the financialmarket to speed up the process, the foreign banks, joint-stock banks, city banks andother economic entities Chinese influx, the banking industry competition is becomingincreasingly fierce, at the same time, the concept of Internet financial A new forcesuddenly rises., state-owned commercial banks, market share and market impact, theeconomic situation in the complex and intense industry competition environment, thepositive development of personal financial business is the inevitable choice and trendof the state-owned commercial banks, personal financial business is the priorityamong priorities of the business development of state-owned commercial banks,personal financial business development will directly affect the success of thestate-owned commercial bank’s operating performance and living space.In this context, taking the road workers and peasants branch personal financialbusiness market as the research object, to explore the personal financial businessmarketing strategy, which is to expand the scale of personal financial servicesorganizations at the grass-roots level, expand marketing channels, optimize businessstructure; promote the product and service innovation, improve the comprehensiveservice ability; grasp market opportunities for individual customers. The foundation,mining potential, the high-end customers, reduce customer loss risk; the increase inintermediate business income, improve profit contribution; improve the quality ofnetwork staff, foster innovation and marketing consciousness; improve the overallefficiency of network, full functional composite type network; further solve thebusiness development in the network construction, organization and implementation,incentive and restraint, operation management, internal control and other aspects ofthe case, thus has great theoretical and practical significance to the development ofpersonal financial business of banking organizations at the grass-roots level.This paper is divided into four parts. The first part is the introduction, which mainly describes the research background, research significance and the researchcontent and research framework. In the fierce market competition, domestic banks inthe personal financial business development tide, Chinese bank has always beenadhering to the "development concept to the customer as the center, take the marketas the guidance", the individual customer market as the target market. Road workersand peasants as one of the China branch directly under the branch of the Bank ofChina branch in Jilin province city, positive response strategies, to expand thepersonal financial market, to seize the personal customer market share, by the roadworkers and peasants branch outlets of this position, in2014April to complete thebusiness bottom outlets, to build a comprehensive functional composite type network,individual financial business can blossom fruit in a wider range of soil.The second part is the further analysis on the road workers and peasants branchpersonal financial business marketing present situation and the existing problems.This section first describes the road workers and peasants branch personal financialbusiness development status, including the development course, organizationalstructure, business scope, secondly describes the road branch personal financialbusiness marketing situation of workers and peasants, from the point of view ofcustomer, product, marketing channel, promotion of several dimensions, further thatexisted in the marketing of personal financial business problems.The third part analyzes the personal financial business marketing environment, isthe first road workers and peasants branch personal financial business market macroenvironment analysis, including four aspects: political environment, economicenvironment, technology environment, social environment. Secondly, analysis of themicro environment, including competitor analysis, customer analysis, the analysis ofalternatives. Finally, using the SWOT analysis summed up the advantages,disadvantages, opportunities and threats, and make the fourth part of the marketingstrategy can have a definite object in view.The fourth part is on the basis of comprehensive analysis, a clear road workersand peasants branch personal financial business target market, formulate marketingmix strategy suitable for the actual situation and the implementation of securitymeasures, promote business transformation of the road workers and peasants, the use of business sink outlets opportunity, solve the problem of personal financial businessscale is small, the product structure is not reasonable, the quality of the marketingteam is not high, the traditional means of marketing, is not strong sense of innovation,improve the road workers and peasants in the contribution of the branch of the Jilinbranch of the Bank of Chinese gold business and visibility, and realize the sustainabledevelopment of personal financial business, to further enhance the road workers andpeasants branch personal financial business management level.