Research On The Marketing Strategies Of Personal Financial Services Of Female Customers In ICBC JN Branch

Personal financial business serves as the ballast to commercial banks,and female customers account for half of the total number of clients.In recent years,with the rapid development of information technology,the booming emerged in Internet financial,and the acceleration in the rate of interests,which posed a great impact to personal financial business in traditional commercial banks.At the same time,the wealth management and consumption consciousness of the female clients constantly upgrade and personal financial needs expand,which became a starting point for the personal financial business in commercial banks to implement the theory of "people centered",the rallying point to enlarge the advantage,the breakthrough point of the transformation,and the key point of the value promotion.The overall development of the personal financial business of ICBC JN Branch was well,but the growth rate of some kind of the business was slowing down and the staying power was insufficient.Therefore,it is urgent to break through in the market development strategy of the personal financial business of female customers and open up a new prospect of high-quality development of the personal finance business,so as to promote the operation and development of the whole bank.This thesis takes ICBC JN Branch as a sample for analysis,and provides an in-depth research into the development of female customers of personal financial business,with the purpose of exploring effective development positioning,ideas and countermeasures.The thesis began with the current development situation of the personal financial business and the present conditions of female customers in ICBC JN branch.Firstly,it carried on the brief introduction of the background of the development of female customers of personal financial business,and systematically summarized the theory and the status quo of the study.And on this basis,by using the method of marketing theory,analytical tools such as PEST,the five-force models,it analyzed the macro environment which the female customers on personal financial business was faced.And by using of external factor evaluation matrix,it carried on the overall evaluation of external factors.Secondly,it analyzed the internal resources and capacity of the bank branch,which including the resource and ability using on attracting female customers.It clearly shows a specific portrait of product,price,channel,promotion,people,processes,and tangible demonstration of development of the female customers on personal financial business.And it finded out the advantages and disadvantages and the urgency of development.Again,using analysis tool such as the SWOT,it cleared out the developing problems and the key points needed urgent optimization,and the development orientation,goals,and particular optimization strategy of female customers of personal financial business,which are the strategy of implement exclusive brand,the development of product innovation,the differential pricing,the development of place integration,the promotion of new business models,adhere to people-oriented strategy,promotion of service process,and the co-construction of brand and scene.Finally,this thesis formulated the implementation of measures of safeguards for strategy optimization,which would be achieved by the guarantee for the institution and system,scientific and technological innovation,resource investment,assessment mechanism,staff team enhancement,and risk management.Female customers as one of the most important customer groups,are essential for the steady and healthy development of ICBC JN branch.This thesis highly consistent the new development pattern of "dual circulation" and the strategy of "the prim-personal financial banks" of ICBC.It could providing practical measures for JN branch in improve the market of female customers,thereby,beneficially enlightened for other key customers.It would have certain practical significance to the development of personal financial business and even the whole business of JN branch.