Research On Marketing Strategy Of Personal Finance Business Of H Branch Of China Construction Bank

This paper introduces the current situation of China Construction Bank H branch personal financial services, the product homogeneity, the lack of price advantage, electronic banking replacement rate is low, the application is not flexible, service marketing strategy is not perfect, the customer management system is not perfect and so on six problems to be solved. In view of the current marketing situation of H branch of China Construction Bank, the SWOT model is used to analyze the external environment, competitive environment, advantages and disadvantages, and the corresponding countermeasures and suggestions are given. From the market segmentation, target market selection, market positioning and other aspects of the development of STP strategic marketing strategy; Proposed to strengthen the financial products of the brand building, increase product innovation, product serialization, and targeted products and other products optimization strategy; For different product cycles, different product categories of product pricing strategy, the price of the low price promotions and other optimization strategies; Proposed to enhance the replacement rate of electronic banking, expand the coverage of personal financial centers, and make full use of the POS and other channel optimization strategy; Improve service quality of service marketing strategy; Customer management strategy optimization by establishing and stabilizing the high quality customer groups.