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

From the 1990s, personal financial business has developed so greatly that it is becoming the main source of bank profits and the focus of competition among banks. In order to realize the target of benefit maximum, commercial banks often try to gain the efficient breakthrough in this field with finance innovation and modern marketing method. The marketing thinking based on the buyer-demand, which recommends that the activities of operation and administration should consider the customers as the center, satisfy customers' demands and wants, and strengthen the bilateral communication, can suit the development of personal financial business, so it is applied extensively in global commercial banks.In light of the present operating conditions of personal financial business in Xianyang commercial bank, this paper studies the choice of its marketing strategy using modern marketing theory. With the method combining theory study and empirical study, it analyzes its present marketing condition and existing problems. It employs marketing strategy seven-factor analyses to conduct exact market orientation and introduce replying strategy, then by the combination of marketing strategy to realize a series of targets, which includes the optimization of customer structure, the strengthening of customer relation management; the stressing of core product; the expansion ofmicrodot function and the improvement of arrangement structure; the promotion of service quality and the gain of competition superiority; the extension of service to develop the system of personal customer manager; the establishment of famous trademark and the control of customer resources, and finally to achieve the strategic target of enhancing competition power, promoting service quality and improving productivity.On the base of analyzing the essential feature of personal financial business, product life cycle and competitors' circumstance, combing the practice of Xianyang commercial bank, this paper introduces the customer division strategy, microdot and product integration strategy, flexible pricing strategy, trademark strategy and regulation marketing strategy. It emphasizes developing the superiority of total marketing and maximizing the marketing effects. Through the study of this paper, it is anticipated that it can supply some useful research and help for Xianyang commercial bank in the aspect of its choice of hence operating thinking and marketing strategy to reply the market-competition, thus to impel the persist and steady development of every kind of business of Xianyang commercial bank.