Research On Personal Banking Business Marketing Management

Nowadays, as China's economy keeps booming, or rather, the Personal Financial Possession is increasing; on the other hand, due to the smaller and smaller gap between the interest rate and the lending rate. These give the Personal Banking Business (PBB) a chance to show out its great potential and strategically role in one bank's development. To maintain and further-develop their PBB market shares and improve the competitive capability, and ultimately survive the crucial competitions in the economy, domestic commercial banks are looking for proper ways, objectively, one of which is to bring in the marketing point of view and the Marketing Management Mode.As the biggest state-owned commercial bank and the biggest retail bank in China, Industrial and Commercial Bank of China (ICBC) has concentrated herself to promote the strategy of the "Big Personal Banking" since a few years ago. Now, he starts to put the Marketing Management theory into use in the Personal Banking Business field. How to apply the Marketing Management and how to make it work best, which will give the Personal Banking Business a new life, is what this dissertation all about.This dissertation is divided into five parts. One District Branch of ICBC is taken as an example to study. First, this dissertation analyzed the Marketing competition environment of Personal Banking Business. Then, and under Market segmentation theory, point out the market location and exert integrated marketing strategy to develop Personal Banking Business, the purpose of which is to post the issues in the Personal Banking Business Marketing strategy Management application, and advise some solutions. This dissertation is made in hope of finding a new suitable mode of Personal Banking Business Marketing Management for the state-owned commercial banks.