The ICBC Zaozhuang Branch Personal Financial Product Marketing Strategy Research

The current our country commercial bank individual financing business can become domestic and foreign commercial Banks of fierce competition.And in the case of such an explosive promotion,industrial and commercial bank of personal finance business in our country faced questions and immediately began to show out.These problems forced the industrial and commercial bank of our country must as far as possible to its to reflect and put forward relevant countermeasures,so that facilitate in industrial and commercial bank of personal financial management business to obtain the very good development and historic breakthrough.In the course of the study,based on the portfolio theory,marketing theory and financial theory,integrate the analysis according to the scholars at home and abroad about personal finance research,using the method of combining theory and practice,the marketing strategy of personal financial products.At the same time,this paper combined with proper analysis in the development of personal financial business development of the ICBC Zaozhuang branch advantages and potential opportunities and threats,and for the ICBC Zaozhuang branch personal finance product strategy and price strategy,channel strategy and promotion strategy to make appropriate recommendations to optimize measures.Finally,the study sample units to make a targeted survey,and analysis by the investigation on the knowledge of customers in income,risk and personal finance,marketing strategy of customer financial needs and personal financial management.Summarize the successful experience of the ICBC Zaozhuang branch in personal finance and the existing deficiencies,development opportunities exist in the personal financial services of ICBC Zaozhuang branch and the threat situation in the face of the article in the marketing theory of 4P,puts forward the rationalization proposal from R & D,personal financial product price,sales channels and other point of view,to improve the ICBC Zaozhuang branch personal financial business benefits,potential customers,seize the market share of competitors to provide reference value,at the same time,the study in this paper to the financial industry on personal finance marketing strategy to provide reference.