Research On Marketing Strategy Of Personal Financial Business Of SZ Branch Of Guangdong Development Bank

In recent years,with the devaluation of the RMB,people put more attention to the financial management business,from a security point of view,the bank's personal financial services business has become the preferred target.Personal financial business is the commercial bank to provide financial analysis,financial planning,investment consulting,asset management and other professional services for individual customers.On the one hand,commercial banks act as advisers,provide advice to customers;on the other hand,the available assets of commercial banks to customers for a series of management work,specifically is an investment and assets will be in accordance with the prior agreement with the customer's investment plan and management mode.However,compared with the development of foreign financial services,China's commercial banks personal financial business development is slow,so the development of China's commercial banks is full of opportunities and challenges.Research on the development strategy of personal financial business of commercial banks is not only the primary task of the development of commercial banks,but also the important issues to be solved in the development of commercial banks.This paper focuses on the personal financial business of Guangdong Development Bank its macro environment PEST analysis,strategic STP analysis,the existing problems and the situation in the personal financial services of the bank,so as to develop personal financial marketing strategy for Guangdong Development Bank in the product,price,channels,personnel,think of Guangdong Development Bank SZ branch we should strengthen the subdivision of the market,more accurate product positioning;product innovation and service innovation service channels to develop its own business characteristics;strengthen customer relationship management;the introduction of advanced technology to improve the service quality;to improve the cultivation of personal financial services personnel's professional quality,the realization of customer asset value;perfect Guangdong Development Bank personal financial supervision mechanism and risk control mechanism.