Chinese Joint-stock Commercial Bank Personal Financial Services Marketing Strategy

Since the late 1980's, western developed country's commercial banks began to develop personal business strategy transformation. Retail financial services business gradually becomes important channel for commercial bank profits. Since 1990's in China, personal finance business becomes the favorite of commercial banks with its higher profit margins, lower risk and broad market prospects. Personal finance business gradually becomes the main fields of domestic financial innovative products and services, and becomes the most competitive of the banking industry focus.With the accumulation and expansion of personal wealth, people require commercial banks to provide comprehensive, high level of financial services. But because the limitation of domestic market environment, science and technology development level, personal financial business marketing development speed and service level could not adapt to the demand of the market. At present, domestic commercial banks' personal financial business development has the problems of lacks of clear market positioning, customer subdivision, service and product homogeneity, etc. In this background, how to effectively use the marketing principles, products innovation, development business to personal finance, has the important practical significance to the commercial bank's development.This paper applies the knowledge and actual work experience, studies the domestic commercial bank individual financial business, and makes comparison analysis of commercial bank personal financial business development of some successful commercial banks. Expound how China Merchants Bank to position and subdivision individual customer market, to determine objectives market and marketing strategy. Discusses and researches how to build a personal business marketing management system. Points out the existing problems of domestic joint-stock commercial bank personal financial business, and puts forward the marketing strategy of China's commercial banks' personal financial business.