Tianjin Branch Of GDB Personal Financial Business Marketing Strategy Research

Personal finance business has the advantages of low risks, big batch, wide range ofbusiness and stable income，it creates income in the income of commercial Banks occupy avery large proportion.Especially after China’s accession to the WTO in2010, with the rapiddevelopment of economy, the influx of foreign capital bank, and the improvement ofresidents’ awareness of financial management, etc., residents of personal finance demandincreasingly intense, which prompted our country commercial bank must develop thepersonal finance business.However, compared with foreign commercial Banks, personalfinancial business of commercial Banks in China is still in its infancy, and need effectivemarketing means to speed up the development of personal finance business.Tianjin branch of GDB for Tianjin financial markets as a new commercial Banks,needs to solve a problem that how to exert their own advantages over use of effectivemarketing strategy to further development of personal finance business, domestic personalfinance market,and access to greater profits.This paper starting from the definition and related theory of personal financebusiness,draw lessons from the Citigroup of United States and other developed countriesabroad on the successful experience of commercial bank personal financial businessmarketing,and through the practice, market investigation and analyze the personal financialbusiness marketing macro environment, industry environment and customer demand ofTianjin branch of GDB,summarizes a series of problems in their personal financial businessmarketing.Then,using the7p service marketing mix theory, develop the personal financebusiness for Tianjin branch of GDB’s marketing strategy.