A Study Of How To Improve The Marketing Strategy Of Personal Banking Business In ZY Bank

At present, personal banking business has become the most important source of profit in commercial banks. Facing the fierce competition from both national and foreign banks, a solid marketing system based on individual bank's situation is necessary to get the edge on the others. An overall and well-managed marketing strategy, which is customer-centered and market-oriented, leads to the final success in market and profit increase.This study points out the problems existing in personal banking marketing on the basis of an analysis of the current situation of personal banking business in both national and foreign commercial banks. Combined with relevant marketing theories, this study aims to resolve these problems and proposes some advisable strategies and concrete measures.This study is the result of much theory reading and a wide collection of first hand data. The report and development plan of ZY Bank has been studied. A deep communication is carried out with relevant business directors. Therefore, this study integrates the development strategies and management ideas into the marketing strategies of personal banking. It has an instructional influence and raises new practical suggestions.