Study On Marketing Problem Of The Personal Financial Business Of China Guangfa Bank

With the reform and opening up policy being carried out, China’s economic has a rapid development, and the income of urban and rural residents has been greatly improved. And benefit from this, personal financial services of the Chinese commercial banks has also become to improve their competitiveness and long-term development of the future. This paper takes the China Guangfa Bank( hereinafter referred to as CGB) as an example, through the analysis and research on the personal financial business, pointed out the existing problems in its marketing, and puts forward some corresponding improvement measures,which will have certain practical significances and the reference values for the development of personal financial business of the CGB.This article from four aspects of the products about the personal financial business,which are the product, price, channel and promotion, using the latest results of the marketing theory, adopting the combination of system analysis method, SWOT analysis method,literature research method. First of all, briefly introduces the concept of personal finance business, the main classification, personal finance business development steps as well as the the related theories about marketing; Secondly, analyze the marketing present situation and existing problems of personal financing business of CGB; Thirdly, divide two parts to study the marketing optimization selection strategies on the CGB. The first part analyzes the macro environment of CGB personal finance business development as well as the four aspects of SWOT analysis, namely the potential competitive advantages, weaknesses, opportunities,threats;The second part uses the 4C(customer, cost, convenience and communication), 4R(association, reaction, relations, remuneration) of the latest marketing theories, combined with the actual current condition of the CGB, putting forward marketing strategy improvement measures for the CGB.The paper is based on the financial and marketing theory, combined with practice, to analyse the personal financial business of the CGB according to the marketing situation, it not only has theoretical bases,strong pertinence and practical significance, but also has a certain reference value for the theory and practical significance, and it can improve the personal financial business market competitiveness of the Beijing sub branch, at the same time, the study has some value to the development of personal financial services for the other commercial banks. But we still have a lot of shortcomings, there are many problems need to...