Research On Marketing Strategy Of Personal Financial Services For ICBC Changchun Branch

In recent years,Chinese banking costs continue to increase,the interest rate market incentives to allow commercial banks to absorb the deposits of costs are also rising,severe market environment makes the banks need to make the transformation from the root,the retail business is the Bank of the future development of the opportunity to have this is the banking industry can not the fact.The traditional banking business has been difficult to achieve and make profits for the banks in the central bank's policy,under the guidance of conventional banking business in the original is not high profits will be reduced,the major commercial banks in the competition to want to change the past by deposits,loans earn bad loan mode,but through the development of retail to achieve the business,especially the individual retail business to earn fees,agency fees and other income of intermediate business profit increment.Personal financing business is the core business of personal financial retail business.It is also the top priority for all commercial banks to win customers,seize market share and improve their competitiveness.Chinese people's financial awareness gradually increased,but most people because of the limited time and energy,and the lack of professional investment knowledge and awareness of the law is relatively scarce,and the financial market many products even in the hands of a large number of cover and contain everything,idle money,but ordinary people still do not know how effective their asset allocation capital.In order to avoid blindness and randomness of individual investment,ordinary residents still want to get relevant services of investment planning and structural adjustment through banks,so as to maximize investment returns.With the continuous development of personal financial business,the personal financial services of major commercial banks have also made considerable progress,and the competition between them has become increasingly fierce.Industrial and Commercial Bank of Changchun branch personal financial business has been steady development,but also in the development with many problems in the current interbank market,the pricing of financial products and Commercial Bank Changchun branch has been the lack of advantage,financial products revenue was significantly lower than that of the other bank industry.Customer relationship management and the lack of scientific methods,customer management and maintenance level is very low,there is no effective inventory of customers,forming active buying groups;the low overall quality of financial manager,the entire marketing team still needs to be improved,the financial needs of customers still remain in the simple recommended level,do not have to provide customers with professional the ability to make financial planning and consultation,it is difficult to achieve the diversification of marketing products;in addition,the rapid development of the Internet in the face of stimulation,fewer customers to shop the situation failed to change the idea,go out to expand the market,resulting in adverse situation of sluggish growthAiming at the shortage in the present stage for the development of personal financial services Changchun branch,through the use of SWOT analysis,PEST analysis of the macro environment of personal financial services business Changchun branch and micro environment are analyzed in detail,the macro analysis of the favorable factors and unfavorable factors of the current stage of development from the political,economic and social,technical the four aspects of microcosmic aspects through the analysis of the use of ST model,give full play to the advantages of industrial and Commercial Bank of China branch in Changchun brands and channels,to establish a strong brand to fight the financial regulatory policy brought strong threats,risks of transformation policy factors,turning disadvantage into advantage.Through the use of financial assets were subdivided according to customer groups STP theory to the industrial and Commercial Bank of Changchun branch,the products according to the characteristics of personal financial services provided to determine the differences to provide a variety of services through product portfolio marketing scheme for high-end customers,and a clear positioning of personal financial services in the high-end flagship market.In the premise of the overall direction clearly,through the establishment of marketing strategy by using 7Ps theory,product life cycle theory by combining personal and family life cycle theory to product portfolio,bound by the head office of the unified design breakthrough product innovation is difficult to achieve;channels integration of online and offline channels,multi dimension development services.Get rid of the problem of low frequency of customers to the store;the price limited products available for sale by a specific date of regional pricing and differential pricing method,improved pricing lack of competitiveness;promotion is limited by the specific quality groups improve product revenue way to create artificial scarcity,to obtain high-quality personnel,customer focus;process and visible display,is through the hierarchical management of customers,using scientific methods to enhance customer relationship management Customer loyalty and implementation of precise marketing plan through customer management,and use customer education interest rate to educate customers in a long-term and normalized way,so as to achieve common growth of customers and enterprises.