Research On Personal Financial Marketing Strategy Of CIB,Changchun Branch

Since the 21st century,the economy and the people’ s material and cultural levels in China witnesses rapid development with annually increasing disposable income and quickly accumulated individual wealth.Great changes happen to the outlook of investment and the value of wealth in China.People transform from only deposits accepted to medium risk and high yielding bank wealth management products Whereas,under the environment of financial market liberalization,various foreign banks,joint-stock banks,local banks and other financial institutions emerge continuously.At the same time,internet finance has experienced rapid development since 2010,which leads to fierce competition among financial market.Though under the circumstance of tighter financial regulation,banking business has huge development space facing these market requirement.If CIB,Changchun branch can adjust existing strategy and do research into personal finance service,personal finance service must have greet a different prospectThis paper firstly analyses the marketing situation and difficulties of personal finance service of CIB,Changchun branch,which includes three aspects covering the general situation,current situation and problem analysis of CIB,Changchun branch Currently,the personal financial marketing of CIB,Changchun branch has many problems such as greater personnel fluidity,poor product competition,lack of marketing awareness and others.Secondly,this essay analyses marketing environment of personal finance service of CIB,Changchun branch from two aspects including macro-environment and micro-environment and then establishes the SWOT analysis model of CIB,Changchun branch.Macro-environment analysis is carried out through the aspects of politics,culture,society and technology while micro-environment analysis provides two points of views of competitors and customer groups.Lastly,on the basis of STP theory,this paper segments,chooses and positions the financial market.Adopting the current advantages of personal finance service of CIB,Changchun branch,this paper chooses the suitable target market and target customers and formulates marketing planning for personal finance service of CIB,Changchun branch from the aspects of product,price,promotion and place.The strategy covers innovating products,increasing the professionalism of marketing team,expanding the online+offline places and increasing marketing efforts and so on.At the end of this essay,to ensure the successful implementation of marketing mix strategy of personal finance service of CIB,Changchun branch,security advice is put forward from three points of views of strengthening the risk management,building the professional team and establishing perfect performance evaluation incentive system.