A Study Of Personal Financial Product Marketing Strategy Of CCB Shenyang TL Branch

With the open degree of domestic banking deepened, foreign banks begin to engaged in RMB business, traditional dominance of local commercial banks gradually becomes weakened, resulting in that lower-cost, higher-benefit financial services seem to have become the primary profit source for commercial banks currently. This paper reviewed theories of Service Marketing and Relationship Marketing and then gradually analyzes the TL Branch’s external environment such as political law, economy, social culture as well as technology and internal environment such as customer, competitor and corpor.Opportunities and threats TL Branch facing and its own advantages and disadvantages were concluded using SWOT analysis.On the basic of market segmentation and positioning, this paper raises marketing strategies for personal finance products of TL Branch, including personnel strategies, service process strategy and physical evidence strategy based on 7Ps theories of Services Marketing and Relationship Marketing in addition to traditional strategies such as product strategy, pricing strategy, channel strategy and promotional strategy. Finally, this paper puts forward practical assurance measures to ensure the implementation of marketing strategies:establishing a framework for marketing organization according to the marketing strategies, strengthening risk control, establishing and improving incentive mechanism and supervising mechanism for financial management personnel and perfecting after-sale management system.