Minsheng Bank M Sub-branches, Individual Business Marketing Strategy Research

With the deepen of financial reform, personal business marketing area of commercial banks become increasingly competitive, effective organizations and individuals to carry out marketing business of branch banks is very important for it to enhance the competitiveness. Therefore,it is essential for M Branch bank of minsheng to analyse marketing strategy.This paper bases on the theory of personal services marketing of commercial banks, According to the particularity of personal business marketing in commercial banks. This paper analyses the macro and micro environment of individual marketing in the M branch bank and use SWOT analysis to determine the operating environment of M branch. According to the analysis of situation and existing problems in three external channels:community, golf vip clubs and broker. This paper points out the problem which personal business marketing of M branch has. Then, based on the analysis of survey data, this paper points out the result of market segmentation. Finally, it branch out different marketing strategy, so it provide good reference value for China's commercial banks to branch level marketing business in personal business market.This paper uses qualitative and quantitative, comprehensive analysis, comparison analysis and empirical analysis. Based on the theory, through market research, combined with marketing conditions of Minsheng M Bank branch, explore the personal business marketing strategy which enhance marketing measure in China's commercial banks, it get a lot of inspiration and useful conclusions. It is expected to provide guidance and business marketing information for M branch of Minsheng and to provide reference work for individual business marketing of other commercial banks.