Research On The Marketing Strategy Of Personal Wealth Management Business Of CCB Shanfei Sub-branch

This paper starts from the related concepts and theoretical basis,followed by CCB Shanfei Branch as the research object to study its product,price,channel and promotion of specific aspects of these four measures;then according to the analysis of the CCB Shanfei Branch Marketing and the reasons for the problems,after the study found that the existence of a single,homogeneous product the marketing channel is narrow,backward and differentiated pricing promotions such as lack of a lot of problems in the formulation of the marketing strategy.This has seriously affected the development of their personal financial business,the causes of the problems is deeply,through the analysis of the current main reasons to restrict the CCB Shanfei Branch personal financial business including customer orientation,lack of independent pricing rights,low level information management and the lack of service awareness and high-end talents as well.This is view of the existing problems and reasons,put forward the corresponding product differentiation strategy,channel,promotion and pricing of these four aspects.Mainly including the reform of business outlets to carry out service differentiation,differentiated and innovative products,and the difference between marketing channels and promotion programs.This paper will further promote the development and competitiveness of CCB Shanfei Branch,it is valuable to research the realistic and practical significance.At the same time,through this research expectation,it can be used for reference to the marketing and development of the bank’s personal financial services.