Research On Marketing Strategy Of Personal Financial Products Of China CITIC Bank Beijing Branch

With people's increasing demand for asset,safety and health,personal financial products of commercial banks have gradually developed and became an essential part of people's life.At the same time,these products have also drawn much attention from different communities in society.Significant development and huge potential can be found in personal financial products of commercial banks.In this paper,a thorough analysis of marketing strategy of personal financial products managed by China CITIC Bank Beijing Branch will be conducted.At present,China CITIC Bank in procession of high-quality assets has developed rapidly over the years and led to huge innovation capability and profits.However,it also faces more challenges in the presence of the rapid development of financial market and the trend of globalization and electronic development.Therefore,China CITIC Bank Beijing Branch also needs to learn from developed countries and other commercial banks to optimize its marketing strategies and accomplish effective innovation.This paper conducts a comprehensive analysis of the current marketing strategy of personal financial products managed by China CITIC Bank Beijing Branch.Starting from the theory of marketing management and in combination with the current marketing situation of personal financial products of China CITIC Bank Beijing Branch,this paper digs into the key problems and concludes practicable solutions aimed to provide some effective strategies for the marketing of personal financial products of China CITIC Bank Beijing Branch.This paper consists of four parts.The first part is introduction,which mainly introduces the research background,research goals,research content,research methods,literature review and other theories.This part of provides a crucial theoretical basis for this paper.At the same time,it also points out the direction of this paper.The second part is the analysis of the current situation and problems of personal financial products marketing in China CITIC Bank Beijing Branch.This part mainly starts from the actual research followed by the analysis of the current development status of personal asset management business of China CITIC Bank Beijing Branch and the key problems as well as the identification of the fundamental causes of these problems.The third part is the analysis of marketing environment of personal financial products in China CITIC Bank Beijing Branch.This part mainly conducts a detailed analysis of the internal and external environment of personal asset management business of China CITIC Bank Beijing Branch in the use of SWOT method to explore its pros,cons,opportunities and challenges in detail,so as to provide a solid basis for the solutions.The last part is the marketing strategy of personal asset management business of China CITIC Bank Beijing Branch.This part mainly suggests a certain marketing strategy for the current personal asset management business of China CITIC Bank Beijing Branch,adopting the STP method where the target market is chosen and the certain strategies are followed.