Study On Marketing Management Of Personal Financial Business In Wuwei Branch Of China Construction Bank

Since the1990s, along with economic globalization and the rapid development of Internet technology, increasing national wealth, but also to stimulate the new needs of the residents of personal financial planning products, a professional personal financial services of commercial banks by individual customers welcome. Personal financial business in Wuwei Branch of China Construction Bank started late, the pattern of financial products over a single, there is big distance with the successful commercial banks.The paper combining theoretical research and case studies together.Phase of theoretical research, the paper mainly use the scientific conclusions of innovation theory of personal financial planning products, marketing theory, the RFM customer value management theory,"one to one" marketing management concepts, the AHP personal finance service quality evaluation strategy, combing with the trends of personal financial business marketing in Chinese commercial banks, as well as the advanced experience of successful commercial banks in developed countries, laid the theoretical foundation for the commencement of the follow-up paper case studies. Phase of case studies, the paper using Wuwei Branch of China Construction Bank as a study case, discussing the status of its personal financial business marketing, analyzing of the existing problems and their root causes behind. The paper studying on the reconstruction problem of personal financial business marketing management strategy for the study case, in accordance with the system concept of "marketing strategy analysis-marketing strategy assignation-marketing strategy execution-marketing strategy conformity". Through the above research, to explore a new model of personal financial services marketing strategy in Wuwei Branch of China Construction Bank, to promote the sustained development of the Wuwei Construction Bank personal financial business.