CEB Zhengzhou Branch Research On Marketing Strategy Of Personal Financing Business

Personal Finance is a personalized and specialization finance service that commercial banks utilize product package?business consulting and investment advice to provide to the customer and gain the “double wins” between each other.It has already had hundreds years history in the occident and dated from Switzerland,then it became more and more popular in the end of 1970's in U.S.After continuously development,the models and theories of personal finance had got much more mature and abundant,thus,it turned into one of the main sources of the profit in the foreign commercial banks.Since personal finance entered into the China financing market,it got rapidly developed just in a few dozen years,and the stable increasing of Chinese people's income established the foundation of its development.Now,as the most particularly tied financing business in the people's day life,domestic banks are the main force of the development of personal finance,they all start this business one of another and attract massive number of customers.CEB Zhengzhou Branch is one of the earliest branches,and its enterprise banking business expands better than others.In the meantime,its signature business,personal finance,also develops well.CEB's personal finance products are abundant,till April 2015,it sells 50 kinds of personal finance products,further more,it also has12 kinds of products which can be purchased or redeemed anytime,in order to satisfy all kinds of customer's needs.In the field of the personal finance business,Zhengzhou Branch has a stable customer base,but its client architecture isn't proportionate,the high value customer is its shortage.In the process of the personal finance business development,CEB Zhengzhou Branch makes a great effort in its brand promotion and makes its slogan deeply rooted among the people.At the same time,CEB Zhengzhou Branch also trains a batch of excellent financial planners.Zhengzhou Branch's personal finance business has its own advantage,but it also has some insufficient in the drastic competition environment,such as product homogeneity,shortage of the branch or unreasonable branch distribute,and un-attractable promotion,etc.Most of all,the main problems are lack of innovation,marking consciousness and a sole duty marking agency.Focusing on the above problem,CEB Zhengzhou branch must speed up its personal finance produces' innovative dynamic,expand its personal finance products' integrated mode,optimize its channel construction,distribute its branch reasonable,and implement differentiated marketing plan based on the customer's needs,in order to carry out three-dimensional promotion method.