Qingdao A Bank Personal Financial Business Marketing Strategy Research

With the deepening reform of financial system of our country, the rapid development of personal financial assets, the increasing wealth of residents, to enhance awareness of financial services demand, bank personal financial business market foundation more solid, contains a huge development potential. Healthy and perfect individual business can effectively improve bank assets structure, reduce the management risk, realize the diversified development. Under this background, the Banks are increasingly attach importance to personal business innovation and development, as a bank of the future development of key areas, and improve to a strategic level. At the same time, under the condition of homogeneous products and business in the bank, Banks have stepped up to the r&d of new products, play to their respective expertise and characteristics of emerging markets, another part of the non-bank financial institutions, with its special advantages also based in some professional fields. Under the new market competition environment, for A bank of Qingdao, to explore the improvement that can give full play to their own characteristics and effective marketing model, in order to occupy A place in the increasingly fierce market competition.First of all, this paper introduces the research background, significance and research methods. With the opening of financial market, foreign capital bank, local bank is allowed to enter or gradually formed, enriched our country’s financial system and increase the competition between Banks, to improve the financial market order, the formation of the evolution of the market environment has played a positive role in promoting, who caught the personal financial business, who will seize the source of the benefit. Therefore, the personal financial business growth is inevitable trend in the development of Qingdao A bank.Secondly, this paper introduces the basic concept of personal financial business, product classification and the main marketing model. Current personal financial business classification standards are not the same, but basically can be divided into individual savings products, investment and financial products, personal loans and payment and settlement products. Each bank mainly from the service, key customers, team building and technology four aspects as the breakthrough point, to create a unique marketing model.Again, the existing market analysis, and leads to the main problems existing in Qingdao A bank. Qingdao A bank was established in October 1, 1954, is a branch of the head office directly under the branch, a total of 122 institutions, the development of good health and the business, and constantly seize market share. At the same time, at the present stage of China’s political stability, continue to promote the interest rate market, the Internet financial competition is becoming increasingly fierce, the financial needs of residents is becoming more and more widely, technological progress change rapidly. In this case, there is the main market positioning is not clear, the team construction is not reasonable, lack of marketing ability and market digging deeply problems of Qingdao A bank.Then, put forward the development strategy of Qingdao A bank personal financial business. Should first clear market positioning, market in make no difference, on the basis of developing its own characteristics, implementation of differentiated marketing strategy and centralized market strategy. Then in view of the market segmentation, for high-end customers, wealthy clients, customers take different marketing strategy of the masses. Then put forward the set product development, price, channel development and promotion of four marketing marketing strategy, solve the problems of the previous chapter put forward, finally the marketing strategy should focus on application in the network finance, payroll, settlement businesses and industry application of potential market.Finally, put forward the guarantee for the marketing strategy. Qingdao A bank to build and make full use of the system platform, improve the staff of the post construction team, and take the cross marketing, precision marketing, public private marketing and other marketing tools and methods. At the end of the article, summarizes the full text and draws the conclusion, lists the deficiency.