Research On Personal Financial Business Marketing Strategy Of China Citic Bank

Since joining the WTO, our country commercial bank market competition is very intense, between various emerging business innovation emerge in endlessly. With the rapid development of economy, overall improve the level of income, the commercial bank personal financing business needs rapid ascension. At present, our country commercial bank personal financial business market development for the product system perfect, business innovation quickly, market competition is intense, one of the Banks in the emerging business. To meet customers’ growing demand for finance and investment and increase bank profits, the commercial bank personal financing business of marketing problems encountered, and puts forward marketing strategies in line with market development, to the health of the commercial bank personal finance market steady development has important significance.By analyzing the case of citic bank personal financing business for the analysis of the current situation of domestic and foreign commercial bank financing business, the China citic bank of resources in the development of personal finance business, ability, and financing business marketing strategy, and from the Angle of the micro level and maneuverability to explore its implementation strategy to develop personal financial business marketing. In this paper, the main content is as follows:First of all, introduce our country commercial bank individual financing business related concepts;Second, analysis of citic bank individual financing business development present situation;Third, with case analysis of citic bank personal finance business, using the SWOT analysis method, according to its development environment, its own strength and characteristics of through external opportunities and threats in the environment and internal resources in the analysis of the strengths, weaknesses, a comprehensive grasp the citic bank individual financing business development present situation, induces the individual financing business development goals;Fourth, citic bank personal financing business for market segmentation, choose target market, product competition position, differentiation marketing strategy recommendations.Finally, in the product strategy, price strategy, channel strategy, promotion strategy from four aspects of citic bank personal financial business marketing mix strategy research.This article through to the citic bank personal finance business product features, bank resources and other factors, such as marketing environment analysis, from the market segmentation, product positioning, product innovation, advertising, cross-selling, etc, puts forward the marketing mix strategy of strong operability, to solve the commercial bank personal financial business market competition strategy and provides a good way to strengthen the key competitiveness of the business.