Research On The Marketing Strategy Of Personal Financial Services In Nanchang S Commercial Bank

Since twenty-first Century,China's economy has maintained rapid growth,with the continuous improvement of people's income levels,the accumulation of wealth of residents,the deposit interest rate market reform continues to advance,Slow growth in the balance of deposits,financial awareness is gradually strengthened,only through traditional savings to obtain interest in a single financial services can not meet the needs of people's diversified financial services.Therefore,the bank financial institutions must accelerate the transformation and upgrading,innovative financial services,to meet the needs of residents.Personal financial business has a higher income and lower risk,it has been getting more and more attention,and thus to promote the rapid development of the domestic banking financial institutions market.However,due to various reasons,Nanchang S commercial bank's personal financial business started late,and has not been well developed,is still in its infancy.In this paper,combined with the actual work,the main use of the combination of theoretical analysis and practice,qualitative and quantitative analysis,normative analysis and empirical analysis and case analysis.Research on the marketing strategy of personal financing business in Nanchang S commercial bank.This paper is divided into five parts: the first chapter is introduction.This paper introduces the research background,research significance,literature review and the content and methods of this study.The second chapter is an overview of personal financial services and related theory.Through literature review,this paper reviews the concepts and theories of personal financial services in commercial banks.The personal financial business and personal financial products such as the concept,development of personal financial services of domestic and foreign financial institutions combing,summarizes the development situation of personal financial marketing theory,combing the relevant theory of personal financial business,just like STP theory and 4P theory.The third chapter is the analysis of the personal financial business marketing of Nanchang S commercial bank.Through field research,this paper reviews the development process of Nanchang S commercial bank,and analyzes the current situation of the development of Nanchang S commercial bank.Focus on the analysis of the marketing of personal financial business of Nanchang S commercial bank,by adopting the method of questionnaire,analysis the main problems of Nanchang S commercial bank personal financial business development,marketing situation and main reasons.The analysis found: Nanchang S commercial bank personal financial business marketing the overall situation is good,but the personal financial business problems less variety,low income,low innovation,propaganda means single and serious lack of personnel,mainly because the bank is not enough,the lack of effective customer relationship management system support and interest rate regulation restricting attention.The fourth chapter is the SWOT analysis of the development of personal financial services in Nanchang S commercial bank.Including the advantages,disadvantages,opportunities and treats of Nanchang S commercial bank.The fifth chapter is the marketing strategy of personal financial services in Nanchang S commercial bank.Mainly from product marketing,pricing marketing,channel marketing and promotion of marketing in four directions.