Research On Personal Banking Marketing Strategy Of China Guangfa Bank

According to the Pareto80/20rule,80%of the profits come from20%of customers,which is very accurately summery the status of Chinese banking, as well as the necessity ofbanking market segmenting. At present, the personal banking has developed into a newgrowth point for the banks, almost all commercial banks focus on the personal banking.In this paper, describe the China Guangfa Bank personal banking development status,analyze the current situation of the personal banking, and compare many ways with otherbanks. China Guangfa Bank is in the middle and lower reaches of the level of overall businessin the interbank, but in a rising momentum. At the timing of the rapid development, thispaper using STP methodology to explore the status and objectives of China Guangfa Bankpersonal banking marketing, using the external business environment analysis and SWOTanalysis for detailed analysis China Guangfa Bank personal banking marketing status.According to the results of the analysis, the paper describe the China Guangfa Bank personalbusiness development strategy, and propose personal banking marketing strategies, including:product strategy, pricing strategy, place strategy, promotion strategy and personnel strategy.Described in detail the customer orientation strategy and business positioning strategy, theregional development strategy, product development and product portfolio strategy, brandmarketing strategy, channel development strategy, team building strategy. And the use ofcross-marketing in the core customers, expanding customer resources, and increase customerloyalty.