Research On The Marketing Strategy Of Personal Financial Business In Agricultural Bank Of China Shandong Branch

Personal financial business is the pillar business of modern commercial banks. Along with the increase of personal wealth and personal financial demand, it appears huge market space and business opportunities in personal financial business, personal financial business will become the focus of banking competition .As one of the four state-owned commercial banks , Agriculture Bank of China has branches and offices all over urban and rural areas ,and its integrated operation network widespread the country with large and stable customer resources, these advantages makes its personal financial business get a substantial development in recent years.On the base of the concrete practice of personal financial business of agricultural bank of China Shandong branch, this paper first analyzes the conditions and great significant of personal financial business and the problems exist. Then, analyzes the factors which influence the personal financial business of ABC Shandong branch from the areas of market environment,the home and abroad environment, competition environment, consume demand etc, clarified favorable factors and unfavorable factors,advantages and disadvantages when ABC Shandong branch developing personal financial business; Through SWOT analysis ,this paper analyzes the advantages and disadvantages,opportunities and threats of personal financial business of Shandong branch of agriculture bank in detail. On this foundation, discusses the transformation managing strategy the ABC Shandong branch implements in resolving the existent problems in the process of developing personal financial business .Finally, this paper values the effects of the transformation managing strategy implemented more than a year, and discusses the problems discovered after the implement of the transform management strategy and the work plans in the future .