Analyse Of Marketing Tactic Of Personal Financial Services For Bank Of China Fujian Branch

With improvement of standard of living and increasement of scale of personal assets,financing plan mainly targeted in individual family and private owner is becoming the effective measure for modern commenrcial banks to expand market share and enhance incoming.At the same time,along with China joining WTO,foreign capital bank who has owned civil priorities definitely will bring huge impact to domenstic commercial banks for its perfect service system,advanced technical measure,precise management system and abundant capital strength.Bankd of China FuJian branch,the provincial branch but state commerce bank need fully exert self-advantage and adopt effective marketing strategy and competitive measure to ensure self-development in severe market competition.This study totally includes four parts,fistly to simply review marketing theory, specially for the development of bank marketing and the process of establishment of marketing concept of china commerce bank market.Secondly,introduces the development status of personal financing business in China and the marketing development trend.Also in this part,introduces how to search the difference and shortage between state bank and foreign capital bank by comparing and analyzing the markeing mode of personal financing business based on brand foundation,service concept and technology measure.Thirdly,basing the analyzing of development status of personal financing business of BOC,FJ Branch,this study pictures the main marketing modes and measures currently BOC,FJ Branch adopts fr product marketing and channel construction.Fourthly,the suggestion part of study,brings forward some actions,such as the diverse marketing,the perfecting of client manager establishment and the across marketing,expecting to assit the marketing of personal finance business.