Research On Personal Financial Management Business Marketing Strategy Of Bank Of Communications XX Branch

With the rapid growth of China’s economy,people have more and more available savings for investment.The awareness of making money by investing has gradually appeared and grown,which leads to a bigger demand of personal investment.In recent years,personal investment has gradually become one of the major choices for customers due to the relatively high safety and rate of return of the personal financial products in modern commercial banks.Both the implementation of new government asset management regulations and the rapid development of modern financial technology require an improvement on the marketing strategy and an optimization on the marketing techniques for personal financial business.This paper uses the methods of case analysis,questionnaire and interview to study the specific problems faced in the marketing process of personal financial business of XX Branch of Bank of communications,and gives corresponding improvement suggestions.First of all,this paper reviewed the major research conclusions about personal financial business marketing strategy in China and at abroad.The basic nomenclature about personal flnancial business is defined,and also the theories used in this paper is explained.The second part of this paper analyzed the current situation of personal financial business market of XX Branch of Bank of Communications,using Porter’s five forces model,PEST method and SWOT method.The next part of this paper introduced the current situation of personal financial marketing and the problems encounter during the daily work in XX Branch of Bank of Communications,by means of analyzing the questionnaire and interview,combing author’s work experience,and using 4P marketing theory.The last part of this paper,drawing on the advanced marketing experience of personal finance business in China and at abroad,gives corresponding suggestions for the improvement of marketing strategy from the four directions,product,price,channel and promotion.In practice,this paper can help the development of personal financial management business of XX Branch of communications,improving the product competitiveness in XX area,and providing references for the development of personal financial management business for other state-owned commercial banks.