Research On The Marketing Stratege Of Individual Financial Business In Bank Of China, Hubei Branch

Nowadays, the society development and progress much depends on the financial support and service. Similarly, the individual depends much on the individual financial services provided by the bank. For financial industry in China, joining in the WTO organization is a key step towards the globalization. As a result, globalization and almightiness become the trends of individual financial services. Under the new situation of more open financial market, it is worthy of studying on how to make use of its own advantages and timely adjust the developing strategy of individual financial services to gain the continuous growth in the competition. From the end of this year, the foreign bank will gradually be allowed to enter into all financial services in China. Therefore, Chinese commercial banks have to set up their overall strategic goal and find out their accurate market positioning in individual financial services which have a great market prospect and potential.The first chapter gives some background information of the development of individual financial services in China, explains some basic concepts in this area and clarifies the values of the study on this topic.The second chapter compares and analyzes the current situation and trends of the individual financial service in China and other countries, providing valuable information which can be referenced by Bank of China, Hubei Branch.The third chapter makes some further analysis on the marketing situation in individual financial services of Bank of China,Hubei Branch and identifies a series of problems existing in mindset, customer composition, marketing strategies etc.Finally, in the last two chapters, the overall direction of the marketing of individual financial service is studied. The possible solutions for problems mentioned in previous chapters are also discussed.