Research On Marketing Strategy Of Personal Financial Services In Yili Branch Of Urumqi Bank

Since the 18 National Congress of the Party,the pace of the reform of the financial system in China has intensified,which has made the personal financial market change with each passing day.The development of personal financial services in commercial banks has improved the management structure of banks.The stable development of financial market has played a positive role.Therefore,the problems in the marketing of personal financial products in our country are studied,and the marketing strategies in line with the development of personal financial products of commercial banks in China are put forward.It will play a positive role in promoting the steady development of bank personal finance business and even the whole financial market.Based on the research of relevant theories and the experience of successful cases,based on the understanding and understanding of the development of personal finance business in local small and medium-sized commercial banks,this paper focuses on the practical investigation method,combined with the comparative analysis method.This paper analyzes the real case of personal finance business in Yili Branch of Urumqi Bank.According to the problems existing in the marketing strategy of personal finance business of Urumqi Bank,on the basis of theoretical research,the paper puts forward the optimization suggestions and safeguard measures.Through analysis,draws the following conclusions:(1)from the development characteristics of personal financial services at home and abroad and the successful marketing cases of Citigroup and China Merchants Bank,we can draw lessons learned from the successful marketing cases: first,product innovation is the continuous driving force for professional marketing;the two is to provide a full range of financial services to win the customer's effective marketing formula;three is to cultivate a strong brand is to ensure marketing Effective ways of competitiveness.(2)after the investigation and analysis of the current situation of personal financial marketing in Yili branch of Urumqi bank,it is found that the bank's marketing strategy of personal financial business still exists inadequate construction of marketing team and not high investment in marketing because of the lag of management marketing concept and imperfect internal mechanism.(3)in the analysis of the current marketing strategy of Urumqi bank Yili branch,it is found that the bank has the problems of lack of product innovation,low utilization of network sales channels,traditional promotion methods and lack of individualization of service.(4)through the analysis of STP theory,it is believed that the branch should expand the middle and low income clients and retirees.The customer group and the youth customer group attract customers through differentiated products and services.(5)in view of the shortcomings in the marketing strategy of personal financial services in Yili branch of the Bank of Urumqi,the following methods can be taken to improve.One is to attract customers through additional free services and rich types of business,to improve customer loyalty;two,through thetypes of innovative products and the combination of individual consumer loan business.A broad strategy to promote the coordinated development of personal financial services and consumer loan business;three is to implement the brand value promotion strategy,while strengthening the publicity,it extends the brand value of "Jin Xue Lotus".Four,we should increase the intensity of Internet marketing and publicize our products with well-known Internet platforms.Five,we need to expand services,enrich service contents,and enhance service infrastructure construction..