Reaching On Personal Financial Service Marketing Strategy Of Bank Of China Qian Qiu Road Branch Of YiMa

China's overall economic level has continued to rise over the years and the income of the people has also increased substantially,even from poor to have money to invest.In order to meet people's growing financial needs,domestic commercial Banks have developed various personal financial products on the basis of the original savings business and have greatly expanded personal financial services.After years of development,the rapid expansion of personal finance business shows a good development trend,which has become an important profit growth point for commercial Banks and provided a good customer base for other kinds of financial services.But we should clearly see that the personal financial business of commercial Banks is facing many challenges,such as alipay,micro letter non-commercial bank financial products crazy rob financial market,as well as a large number of foreign Banks also joined the competition for personal finance market.In this fierce battle for personal finance market,how to occupy the leading position and improve the market share constantly is the urgent problem for major state-owned commercial Banks to solve.As one of the four largest Banks,Qianqiu Road branch is an operational sub-branch of bank of China.Only through continuous innovation and exploration,combined with the current situation of network operation and current marketing environment analysis can the company formulate an implement scientific and effective marketing strategies to promote.Also,make its personal finance business come to a new level and create a new growth pole for the development of the bank.In this paper,we use the method of the 7P of service marketing,through the methodology of the literature to review the results of previous research,build a foundation for the formation of writing ideas and the structure of the thesis.In the specific writing,this paper mainly analyzes the current situation of personal finance business marketing strategy of Qianqiu road sub-branch of boc by using questionnaire method.It found that product homogeneity is serious and pricing on products do not have advantage.In the marketing channel network channels and distribution channels need to increase,promotion costs are less than the effect but is not so obvious.Problems existing in the aspects of customer and financial management personnel are summarized,in the process of the service discovery process,imperfect and gift service should be strengthen.In the aspect of tangible display,the problems of service and financial management environment need to be improved are ignored.However,the reasons are found through analysis.Then,from the macroscopic,mesoscopic and microscopic aspects,this paper analyzes in detail the environment faced by the financial development of Qianqiu Road sub-branch of the Bank of China,and finds out its advantages,disadvantages,opportunities and threats.According to the present situation and the development of the marketing strategy in the above analysis,we put forward the market segmentation strategy and product strategy,pricing strategy,marketing channel strategy,personnel strategy,service process strategy and physical display,etc.,Making sure that real service for sales,improve sales performance for the healthy and rapid development of the banks.Besides,According to the above mentioned personal finance business marketing strategies,five safeguards are formulated.They are comprehensive transformation and upgrading of branches,improvement of incentivemechanism,construction of professional team,establishment of regular service inspection system and technical system guarantee,which provide guarantee for the implementation of the marketing strategy proposed in chapter 5.It provide effective reference and Suggestions for the implementation of personal finance marketing of Qianqiu road sub-branch of Bank of China in Yima city.In the end,the conclusion of the study is briefly summarized,also,the next steps that need to be improved and the direction of efforts are pointed out to provide excellent and comfortable financial services for customers.