Research On Optimizing Marketing Strategies Of Personal Financial Services Optiminzation In Chang Sha Bank

With interest rate liberalization and financial disintermediation accelerating, banks have turned to the emerging retail banking and personal financial services as their major source of revenue while attach less importance to the wholesale banking. Each commercial bank has been making dogged efforts to grab the market share of personal financial services by implementing wide-ranging service marketing. This paper investigates into the current situation and problems of personal financial services of Bank of Changsha and how to solve and optimize them.The paper studies the operations and strengths and weaknesses of its personal financial management services. Based on surveys of those clients, I analyze the basic information of clients and their financial management preferences. After probing the current marketing strategies of the bank, I discover it has problems like less exact market segmentation, fewer kinds of products and sales channels. According to the survey results and CRM theory, I put force solutions to these problems such as segmentation optimization strategies, innovative product portfolios and brand building, rational distribution of business offices as well as sales channel optimization, and present a couple of protective measures including establishing information management system and professional teams, improving incentive and performance evaluation systems, and adjusting marketing philosophies. The optimization strategies presented in this paper are important and practical references for commercial banks having same problems.