The Research On The Marketing Strategy Of Personal Financial Business In HN Rural Commercial Bank

As China has deepened the reform in its financial system,banks are their own way to develop.In the financial market,banks are facing intensified competition and thus are searching changes in operation mode,profit mode,marketing means to adapt to market development.There is enormous growth potential in the personal financial business and personal income in a steadily growing economy.Under this circumstance,it is essential for major banks to place personal financial business as their core competence to fuel rapid sustainable growth.In the process of growing personal business,emphasizing on the personal financial business is the inevitable choice to obtain further competitive advantage.HN rural commercial bank was founded in 2011,a commercial bank which is produced by the reform of the shareholding system of rural credit cooperatives,the second bank which set up its headquarters in Shenyang,the first municipal rural commercial bank in Liaoning province.However,due to its short course of development,personal financial business is still in the initial stage of development,although it has a certain scale,but its personal financial business marketing is mostly carried out in the traditional way of personal financial business marketing,and has not formed a set of unique marketing strategy.Therefore,this essay starts with the theoretical research on the concept,types and characteristics of personal business this,revolves around specific practices of personal financial business which are implemented by HN Rural Commercial Bank.It first discusses the personal financial business marketing internal environment,external environment and industry competition.And then,via SWOT analysis,this study analyzed the strength,weakness,opportunity,and threat in the personal banking marketing business.Based on the analysis results,the study delved into the market segments and positioning of the personal banking business,and proposed riching business varieties and innovation strategy.On the pricing side,the study proposed preferential policy,penetrating pricing,competitive pricing.On the marketing channel side,the study suggested direct marketing and indirect marketing strategy.On the promotion side,the study suggested promotion strategy.Lastly,this study laid out the action plans for implementing and supporting the aforementioned strategies.Based on the analysis,the study hopes to solve mentioned issues regarding personal financial business in HN Rural Commercial Bank,put forward feasible personal financial business marketing strategy and implement the strategy.Meanwhile,enhance marketing personal ability and core competence,shortened the difference with other competitors and seize more market shares.On the other hand,the study can be a valuable reference to similar personal financial businesses through the thorough study on HN Rural Commercial Bank case.