| In financial products gradually mature,the permeability of personal finance business of life growing today,public investment bank personal financial business as the important channel in become an important profit growth at the same time,the bank also has increasingly become the hot spot of banking competition,profound insight and take effective strategies to deal with this kind of competition is a very high attention to the Banks to seriously study and solve the problem.In this paper,guided by the market marketing theory,combing H branch of icbc personal finance business development,analysis of H branch of icbc personal finance business of current marketing strategy,adopted by the SWOT analysis tool,combining the reality of H branch,analysis of H branch of icbc's strengths,weaknesses,opportunities and threats,and then puts forward H branch individual financing business development strategy recommendations.The first part introduces the research background and significance,literature review,research methods and domestic and foreign bank marketing theory.The second part introduces the current marketing situation and current marketing strategy of icbc's personal finance business.The third part analyzes the strengths and weaknesses of H branch's personal finance business development with SWOT tool,and analyzes the threats and opportunities to develop personal finance business based on the current economic and financial environment.The fourth part put forward to solve the problems that exists in H branch individual financing business development strategy,including adjusting pricing strategy,take the customer as the center of product innovation,speed up the reaction of the market,improve customer returns and so on,the fifth chapter puts forward some strategies in order to ensure the effective implementation of safeguard measures,individual financing business development to provide decision-making reference for H branch,as well as we can to some enlightenment from it. |
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