Study On Marketing Strategy Of Personal Business In Gansu Branch Of BOC

With the end of the transitional period that China has entered the WTO for five years. The opening of the financial market needs the internal commercial bank to expand personal financial business urgently. The external commercial bank has many superiorities in development strategy, market analysis, application of science and technology, creativity system, production, marketing and talent management, evaluation of achievement and benefit, and so on. So, if the internal commercial bank does not extend its field of personal business and improve the level of service, its customers and interests will be reduced. Generally speaking, 20% of VIPs contribute at least 80% of interests. Currently, the differences between the personal income are wide, the VIP is very important to the value of the bank. The survey showed that in our Country 10% of the VIPs contribute at least 90% of interests to the society.This paper uses the basic theory of marketing strategies of commercial bank and analyzes the successful marketing strategy of internal and external commercial bank. It states the current situation of personal business in Bank of China Gansu Branch and its problems. And then the paper puts forward the compound marketing strategy according the present situation in Bank of China Gansu Branch which is including production, price, medium and promotion. At last, it formulates the measures of improving the marketing strategy of personal financial business in Bank of China Gansu Branch. This paper states the formulation and implementation of marketing strategy of personal business in Bank of China Gansu Branch which is in order to improve the level of management in the personal financial business.