Study On The Marketing Strategy Of Personal Financing Business Of ICBC Baoqing Branch

With China's sustained economic growth,increasing wealth of residents,residents personal assets and increase the value of the idea of the increasingly strong,so many people will look at the personal financial products,which makes the personal financial products of commercial banks in China have developed rapidly.2012,China's commercial banks issued 21251 personal financial products,the issue size reached 24 trillion and 710 billion yuan,compared with 2011 increased by 45.44%.Personal financial products are also gradually from the low level of homogeneous product competition into the competition of innovative ability.Especially with the rise of the balance of treasure and other Internet financial products,making the traditional commercial banks are facing unprecedented opportunities and challenges.It is because of certain personal finance a large customer base,market demand is huge,development potential,so that commercial banks have moves,trying to enrich the type of financial products,improve the speed issue,expand distribution channels,to occupy a place in the personal financial market.This paper first analyzes the current situation of personal financial services ICBC,and then use the basic theories and methods of enterprise strategic management and marketing,analyzes the current situation of marketing of personal financial business of ICBC Baoqing branch,Baoqing branch of ICBC and the existing problems in the marketing of personal financial products is studied.By using the SWOT analysis,the advantages,disadvantages,opportunities and threats of the personal financial management business of ICBC Baoqing branch are obtained.In view of the existing problems,this paper uses the method to determine the target market,market segmentation,the design of the Baoqing branch of ICBC personal financial product marketing strategy,including product,pricing,channel and promotion strategy,service innovation.At last,it puts forward how to carry on the marketing risk control to the mentioned marketing strategy.In this paper,ICBC Baoqing branch as the research object,personal finance marketing strategy in order to explore the practical goal,through in-depth analysis of the personal financial business marketing situation and existing problems in four aspects of product innovation,reasonable price,innovative service channels and promotion strategies were put forward to improve the ICBC Baoqing branch personal financial products marketing strategy recommendations.By strengthening the personal financial product marketing,individual customer market development in Baoqing area,cultivating high quality of individual customers,change in spreads income growth,improve the business structure,revenue diversification,expand market share and obtain more profits,and enhance market competitiveness.The application of integrated marketing theory to the practical work,to ensure that the Baoqing branch of ICBC competition in the financial industry in an invincible position escort.This paper aims to apply the basic theories and methods of strategic management and marketing to analyze the current situation of personal financing business of ICBC Baoqing branch and the problems existing in the process of marketing.By determining the target market,market segmentation and positioning,develop marketing strategies of personal finance portfolio for the Baoqing branch of ICBC status,expand the individual customer market for ICBC Baoqing branch,provide operable to cultivate high-quality personal customer groups,and the effective marketing suggestions.