The Study On The Personal Financial Business Marketing Strategy Of Bank Of BC Shenyang Branch

In a further downward pressure,the financial system reform of our country economy increasing under the background of overcapacity industry business conditions more difficult,the interest rate market to accelerate the reform process,coupled with the impact of the financial impact of the Internet and other factors under the enormous challenges faced by commercial banks in 2015,the four major state-owned banks profit growth rate near zero growth.A wake-up call for the commercial banks at the same time,the banking industry is facing a significant decline in profitability,non-performing loan growth accelerated,the outflow of human resources and other issues.Therefore,it is urgent to fully understand the importance of marketing strategy,increase the intensity of marketing strategy formulation and implementation,and improve the current marketing strategy.In recent years,with the personal financial business accounts for the proportion of commercial banking business continues to rise,the study of personal financial business marketing strategy is particularly important.This paper takes the 7P marketing theory as the theoretical basis,the status of BC bank Shenyang branch personal financial business based on the comparison of Shenyang area banks personal financial business situation,analyzes the existing BC bank Shenyang branch personal financial business marketing strategy in product,price,service and other aspects of the problem,in-depth excavation of the causes of these problems,learn from the successful the case and experience of Citigroup,China Merchants Bank personal financial services industry in the marketing practice,improve the deficiencies of the current marketing strategy of personal financial business,put forward to establish a long-term marketing strategy,optimize the internal management structure,establishing effective human resources mechanism,to provide new ideas for the development and marketing of BC bank Shenyang branch personal financial business under a further,the greater market share of personal financial services,more effectively promote the Sustainable development.