Research On The Marketing Strategy Of Personal Financial Business In Hengyang Branch Of Bank Of Communications

With the increase of national per capital income and atrophy of the traditional banking business,the status of personal financial business in commercial Banks is to get promoted continuously.As early as its founding,Bank of Communications Hengyang Branch attaches great importance to the development of personal financial business.But with several joint-equity commercial banks penetrating expanding into Hengyang in succession,Bank of Communications Hengyang Branch is facing increasingly serious pressure of competition.If personal financial business by Hengyang Branch,BOCOM wants to maintain steady and rapid development of Hengyang market,Hengyang Branch must put marketing management in the important position.So it is of very high practical value to discuss the marketing strategy of personal financial business by Hengyang Branch,BOCOM.Practical and effective marketing strategy can not only give commercial banks instructions to carry out marketing activities reasonably and effectively,but it' s also of the positive significance for the long-term development of commercial banks.Commercial Banks should adjust and improve their marketing strategies opportunely and continuously,according to the changes of market and competitors,to guide how the marketing campaigns of personal financial business can be carried out.This paper takes Bank of Communications Hengyang Branch as the research object.First of all,this paper expounds the modern marketing theory and STP marketing theory of commercial Banks and so on,and then introduces the concept of personal financial business and the current situation of the personal financial business marketing strategy by Hengyang Branch,BOCOM;According to this,the thesis reveals the problems existing of personal financial business marketing strategy and analyzes the causes for those problems,and then analyzes the internal and external marketing environment of developing personal financial business by Hengyang branch,to sum up the advantages and disadvantages of internal and external environment by Hengyang Branch,BOCOM;Again,the paper makes suggestions on the optimization of personal financial business marketing strategy by Hengyang Branch,BOCOM and gives advices of safeguard measures,suggesting to optimize Positioning Strategy of commercial banks itself,product strategy,price strategy,channel strategy,promotion strategy and public relationship strategy;At last,the thesis puts forward measures to ensure that the personal financial marketing strategy could be implemented.