The Marketing Strategy Of Personal Financing Business In XX Branch Of ICBC

Personal finance business has gradually become a very popular financial services in China.In recent years,the personal disposable assets of ordinary consumers in China have increased rapidly,and the financial consciousness of ordinary consumers has also been increasing.Diversification of financial demand and diversification of individual financial assets gradually formed.This paper analyzes the problems existing in the personal finance business of the state-owned banks in China,and puts forward the corresponding development ideas and countermeasures in the light of the actual situation of the state-owned banks.With the development of social economy and the continuous improvement of residents' income level,the residents' willingness to invest and the concept of modern financial management have been strengthened,and the demand for financial services is becoming more and more diversified,which puts forward higher requirements for the quality of services.The development of personal financial services provides a good development opportunity for state-owned banks to expand personal financial services and increase operating income.In the face of the huge domestic market prospects,state-owned banks and commercial banks are actively developing personal financial services.Therefore,the research on the marketing strategy of the state-owned banks' personal finance business has positive practical significance for the state-owned banks to improve their competitiveness and create operational benefits.This article first introduces the connotation and characteristics of personal finance business marketing,and state-owned banks personal finance business marketing strategy theory;Secondly,it expounds the current situation and the causes of the problems of the personal financing business of the state-owned banks,and then it explains the necessity of designing the marketing strategy of the personal financing business for the state-owned banks;Then it puts forward the marketing strategy design of personal finance business for state-owned banks: promote product innovation and integration,perfect effective price strategy,implement brand creation strategy,pay attention to customer relationship management and perfect marketing service system;Finally,this paper analyzes the practice of ICBC personal finance business in marketing strategy design,and puts forward some suggestions.Personal finance business in China,has gradually become a very popular financial service.In recent years,the personal disposable income of Chengdu residents has increased rapidly,and the residents' financial consciousness has been continuously strengthened,which has gradually formed the pattern of diversification of financial demand and diversification of personal financial assets.This article starts from the analysis of the current situation of the personal finance business of the Industrial and Commercial Bank,then it analyzes the existing problems,and puts forward the corresponding development ideas and countermeasures in the light of the actual situation.This paper analyzes the advantages,disadvantages,opportunities and threats of ICBC's personal financial management business by using SWOT analysis method,and points out ICBC's advantages,disadvantages,opportunities and threats.The problems existing in people's financial management business,such as the macro-economic environment restricting the development space,the lack of relatively independent business operation system,the insufficient individualization of financial management products,the blind pursuit of profits by customers,and the disregard of business risks.For example,banks actively seek the policy support of the government,the central bank and the CBRC,build a good personal financial management business environment,establish a high-quality financial management team,and have innovation publicity and product positioning.At the same time,China's financial market should improve the relevant laws and regulations.The most important is to provide personalized services and popularize financial knowledge.With the improvement of banking business,in order to improve the market competitiveness,banks should constantly reform and update their household finance business and launch various kinds of financial management products.However,can the choice of good wealth management products be called financial management? Of course not.Financial management,also known as financial planning,refers to a series of interrelated plans and programme formulated through the analysis and assessment of the financial situation of individuals or families,and the identification of their own goals in life,and the process of achieving the objectives of different phases through the implementation and adjustment of the programme.Therefore,the so-called financial management,in addition to investment funds,the purchase of stocks,insurance,and so on,the more important thing for this concept is a need for careful consideration and a long-term perspective of financial planning.The author will define and sort the financial products of the bank,the present situation of the financial management business of the state-owned banks,the main risks existing in the financial management business and the control countermeasures,and the trend of the development of the financial management business,the direction and train of thought of the financial management business innovation.