The Study Of Personal Financial Service Marketing Strategy Of The SPDB In Shenyang

As China's financial sectors are progressively open, commercial banks are facing fierce competition, the profit growth of the banks shift from the traditional deposit and loan spreads gradually toward the intermediate business revenue. Meanwhile, along with the rapid increase in wealth and enhanced awareness of personal investment, personal financial services of commercial banks has shown tremendous development potential, high-quality financial services to customers of major banks at home and abroad has become a focus of competition. Despite the Shenyang Branch has already established a "customer- oriented, market-centric" personal financial service concept. But in personal financial service area, a complete system of services marketing theory and methods are not used in the actual business, therefore the Shenyang Branch can't provide high quality service of personal financial business and can't meet the customer's needs, it is in a relatively passive situation in Shenyang Interbank competition. How to improve the quality of service of personal financial business, to attract and retain long-term quality customers and to further expand the market share of the individual business in the region, this is the intention of the main writing of this paper.The first chapter describes the significance of the topic and background, the research methods and tools and the main innovation points; The second chapter is an overview of personal financial service marketing ,it includes personal financial business , the concept of service marketing, the characteristics of service profit chain theory and so on; The third of chapter is the personal financial business problems of Shenyang Branch, identify the gap between the Shenyang Branch and other banks in personal finance business areas. The fourth of chapter is to improve service marketing strategy analysis of Shenyang Branch in personal financial service. Finally, the conclusions of this paper draw some of their own viewpoints.This article makes a study from the perspective of service marketing research, regards service-profit chain theory as the main line, analyze two aspects of personal financial services which include internal marketing and external marketing, so that it can build a more perfect personal finance business marketing system of Shenyang Branch. It can enhance the quality of service branches and can play more effective participation in intra-industry competition.