Based On The Interest Rate Market And Product Homogeneity Situation Personal Financial Business Development

These years,China's banking industry has been in a serious homogenization of competition,more and more similar to a variety of banking services,and services are the same,the inter-bank competition is too intense,which restricts the development of all banks,especially small and medium-sized joint-stock banks and five commercial banks,how to develop into a problem.To break through a tight encirclement,to seek survival and development of space,small and medium-sized commercial banks must lay down their gestures,down from the skies and off-site transformation is worth down,take the initiative to find customers.Now the country to implement the interest rate which means that the market marketing to the small and medium banks an important means of competition.This is not only the premise and basis of establishing customer relationship,but also the key to gain competitive advantage and improve management efficiency.Shanghai Pudong Development Bank started late,rapid development,but compared with the western developed countries,is also facing lack of innovation,business is too extensive and so on many problems,has seriously affected the development of personal business.In this paper,the system of small and medium commercial banks in the interest rate market and the banking business in the face of the problem,and from the macro and micro two levels,analysis of the small and medium-sized commercial banks marketing environment,the current situation of homogeneous competition.On this basis,with Shanghai Pudong Development Bank as an example,in-depth analysis of the as a result of interest rate marketization,Tianjin Branch of Shanghai Pudong development to take a series of marketing strategy,customer management,asset transfer pricing of the basic situation and the specific measures and around corners,small and medium-sized commercial banks profession,there are many problems are analyzed,and accordingly proposed marketing innovation strategy,should be the scientific market segmentation based,integrated their own strength and resources,and different stages of development of the actual,to achieve the target market selection,to ensure the profitability of banks,provide a reference for other joint-stock banks.