Research On The Marketing Strategy Of Personal Financial Services In Industrial And Commercial Bank Of China AQ Branch

With the development of the economy,the domestic residents' income has increased greatly,and the demand for the bank's financial management business has been improved.Personal financial business is an important intermediate income source of the banking industry.With the increase of financial supervision and the introduction of the policy of financial interest rate reduction,the era of bank's high gain through deposit and loan is over and it is urgent to increase its profit.The personal financial business competition among domestic banking industry is intensified,the new financial situation and problems continue to emerge.Commercial banks need more targeted marketing strategies to guide them to carry out their personal financial business.Therefore,this paper studies the marketing strategy of AQ branch of ICBC and solves the problem of marketing of financial management business,and promotes the profitability of commercial banks.This is conductive to effectively enhance the market competitiveness of its financial products,and promote the marketing efficiency and operational efficiency.This paper makes full use of the theory of service marketing combination theory,differentiated marketing theory and risk management theory.Through the analysis of literature,investigation and cases,this paper studies the advanced theoretical experience of domestic and international personal financial business,the status of the AQ branch of Industrial and Commercial Bank of China,and its marketing environment with SWOT analysis.Through the analysis,this paper puts forward the problems in the development of its business,such as the lack of finding out the potential of high potential customer market,the homogenization of products and services,the quality of financial management personnel and the lack of marketing efforts.In order to promote ICBC AQ branch personal financial management market competitiveness,and create better economic benefits,this paper gives out some suggestions of marketing strategy,such as strengthening the marketing team building;the use of multi-channel,the use of layered promotions and accurate marketing target customers.