The Research On Commercial Bank's Personal Finance Marketing Strategy

With the development of the society economy and the improvement of people's living standard, their intention of investment and modern concept of investment philosophy enhance, which require the diversity of financial service and higher demand of service quality. The development of personal finance services provides commercial banks good grow opportunities of expanding personal financial services and increasing income. In March 2007, Dr Shusong Ba, the vice-director of Finance Research Institute, Development Research Centre of the State Council announced"The Report of Financial Services in China, 2007"at the first Chinese Financial Services Forum. In the report, Dr Shusong Ba pointed that the year of 2006 was the start point of ten golden years of financial services'market and the financial services should be the growth services in China. Facing the huge Chinese market prospect, the domestic and the international banks expand their personal finance services positively. Therefore, the research of commercial banks'marketing strategy of personal financial services can contribute practical significance to improve the competitive strength and create economical benefits.This thesis introduces firstly the intension and characteristic of marketing strategy of personal finance services and illustrates the theory of marketing strategy of personal finance,secondly illustrates the current condition and problems causes of personal finance services in China,then explains the necessary of commercial banks marketing strategy of personal finance services. And the following proposals of marketing portfolio strategy of commercial banks personal finance are raised: promoting products innovation and integration, improving effective price strategy, implementation of brand building strategy, focusing on customers'relationship management and perfecting marketing service system. Finally, the thesis analyses the application and shortage of marketing strategy of personal finance services at Suzhou branch, Bank of Communications. This thesis applies the concept of portfolio strategy, which focuses on analysing and imploring the marketing portfolio strategy of the personal finance services, to put forward the author's view points and suggestions, hoping to attract the attentions of domestic commercial banks, improve the theory studying and application developments of the marketing portfolio strategy of the personal finance services, and benefit the development of the personal finance services of the domestic commercial banks.