Research On Marketing Strategy Of Personal Financial Services Of Bank Of Communications

The economic strength of our country has been increasing in recent years,national revenue has been increasing steadily,the personal assets of residents are creasing and the demand for financial managements also growing,the prospect of personal financial service in China’s commercial banks is broad.With the rise of Big Date,personalized and differentiated financial services not only become the first choice of residents,but also the focus of commercial bank marketing strategy.Big data provide strong support for the commercial bank information construction,it is important to provide customers behavior data,and provide data support for decision behavior,such as the follow-up customer market demand survey,market segmentation,marketing channel and so on.This article is based on the personal financial management business of Bank of communications for the study.After we learning about the competitive advantage of bank,like the strong competitive strength,large groups of customers,good risk control ability,we should focus on solving the dilemma problem of the bank,including:product market positioning vague,poor innovation ability,imperfect marke-ting mechanism,lack of marketing means and so on.We should have comprehensive consideration of various market factors,which is combined with the competitive advantage of bank,having the core information technology,innovation of marketing strategy,learning the customers demand,expanding brand influence,so we will further enhance the market share and be good for the invincible position in the competition.This text based on the analysis of the current macroeconomic environment,according to the theory of facts,some marketing strategy suggestions be aimed at Bank of communications can provide some new ideas for the development of the personal financial management business and also provide reference for interbank financial products marketing.