| Along with the deepening of reform and opening up,Chinese economy keep quickly and sustained development for many years, synchronous make thedisposable income of residents in the years of rapid growth. In the recent years, the new situation is the rapid development of financial globalization and continuous infiltration of personal finance products and the living standards of residentscontinued to improve. Public has generally changed from the original mainly concerned about "how to earn money" to "how to spend money".The long-standing income of Property income of bank savings, the purchase of treasury bonds, interest income can’t meet the personal wealth management most residentswith the accumulation of wealth and the wealth and the corresponding growth in demand. Therefore, for the bank to provide personal financialproducts of all needs, also began to become more and more strong, our country has gradually set off a wave ofunprecedented financial boom. Affected by the 1998 financial crisis, our country residents for stocks, funds, securities and other financial investment tool, generally cautious wait-and-see attitude. Like the banking business which has a stable income andlower risk investment tool,began to increasingly favored by the most people.Along with the rapid development of the personal financial products related business,the commercial banks in product development, sales and service and other aspects also gradually exposed some problems. How to make the personal financial business of commercial banks in China to obtain greater and faster development,and how to provide greater security and higher yieldingfinancial products for customers, and achieve a win-win situation for commercial banks and financial customer. It has become a complex and difficult task for Chinabanking industry face together. At present, China’s commercial banks personal financial products "homogeneous" of a serious phenomenon, the lack of innovation.Personal financial business development is still "product centric". All the commercial banks are basicallynot formed their ownfinancial brand advantage. The marketing strategy compared gap very far with advanced foreign banks. Commercial bank financial products competition will be from product types, income and other lower level competition,gradually transferred to the marketing strategy, product quality and the high level of competition.Based on thecomprehension and cognition on developing personal financial business of commercial banks, this article choose the real case of China Everbright Bank China develope personal financial business, at the same time by myself work in the China Everbright Bank,the collection of related documents&financial product information&relevant business data etc., on the base combination of practical operation and financial management, made some beneficial attempt and exploration. Based on the analysis of commercial bank marketing theory and financial products, by the analysis on the SWOT to the China Everbright Bank "sunshine finance" business marketing, expounded the China Everbright Bank in the "sunshine finance" product design and development, marketing, service and other aspects of the development strategy, management experience, service team and capital operation and other advantages. For the problems existing in the personal financial busincess marketing in China Everbright Bank, based on the experience of foreign commercial bank financial services marketing success,from 7 aspects of product, price, channel, promotion,personnel, process, physical evidence, make the preliminary study for the China Everbright Bank personal financial products marketing strategies. In the process of writing article,I focus on the use of the STP theory 〠7PS theory 〠product life cycle theory and other economic theory, proposed some suggestions of personal financial business marketing strategy optimization of China Everbright Bank. I think China Everbright Bank shall formulate the perfect market segmentation strategy, choose target customers according to their own advantage. Based on above these, by the implementation of differentiated marketing strategy, carry out targeted product marketing, continue to promote the China Everbright Bank "sunshinefinance" products market share and the market competitive ability.Finally puts forward some analysis and suggestions on the development of personal financial business of China Everbright Bank China, it have certain theoretical and practical significance.I hope to provide reference and certain theoretical guidance in the actual practice of marketing of personal financial business of China Everbright Bank. |
