Bank Of Communications Xi'an GX Sub-branch Personal Finance Business Marketing Strategy Research

In recent years,with the marketing mode of commercial banks gradually upgrade,also began to pursue the "customer centric" marketing idea,developing personal financial business and can cultivate customer loyalty,but also banks face interest rate changes after an increase in revenue tool.How to seize the opportunities in this market,how to improve marketing effectiveness is the Bank of Xi'an hi tech branch must think about the problem,so this paper intends to carry out the bank has certain practical significance to the personal financial business marketing strategy research.In this paper,through the analysis of domestic personal finance market demand and development of domestic financial services market,expounds the personal financial products related research overview and basic theory of bank marketing theory and strategy,including 4P marketing mix theory,brand marketing theory,relationship marketing theory and CRM,Internet marketing,content marketing,media experience marketing,the depth of mining research ideas and innovations of the marketing of financial market.Then the development condition in the study of personal financial market analysis,Bank of communications Xi'an branch GX business model,business situation and marketing environment,see the branch of the internal and external environment and the prospect of the industry;and through the SWOT analysis method to evaluate the advantages and disadvantages of the GX branch,opportunities and threats,to exist in the personal financial services on the new economic environment hi tech branch of the design problem of business outlets marketing mode.From the characteristics and advantages of GX branch itself,focusing on strategy and target market segmentation,strategic positioning and product design to summarize the personal financial business and personal financial services branch,member of marketing strategy design,basis and specific scheme.Finally,in order to ensure the effective implementation of personal financial strategy,this paper focuses on the design of the hall outlets integrated community marketing mode,in the market positioning and brand marketing,content marketing,precision marketing,and customer segmentation based on many aspects of Internet marketing innovation,team construction and professional promotion,public-private joint marketing and puts forward suggestions and the corresponding countermeasures.The paper draws the conclusion:Based on the analysis in the business development process to constantly absorb advanced experience,improve their management mode;realize customer segmentation and strengthen the training of professional financial personnel;to achieve full of action,with the marketing target and business outlets.This paper is mainly through the historical data of Bank of communications Xi'an branch GX the entire financial market analysis,supplemented by the original marketing theory,innovation,design the bank as a platform to build cross-border marketing,build social group culture strategies,in order to branch to take time for the fierce market competition,and establish their own unique competitive advantage effective reference.In addition,the problems existing in the personal financial services of the bank GX Xi'an branch are also common problems in China's commercial banks.Therefore,the author puts forward the development strategy in this paper for the majority of commercial banks in China.