Study On The Marketing Strategy Of Personal Financial Business Branch Of Construction Bank Of Xi’an Changchun Road

Since the reform and opening up, China’s openness deepening financial needsof the masses gradually diversifying, making commercial banks increasedcompetition, personal finance business shows its good advantage, is one of the futuredirection of commercial banks, the Bank also maintained the key long-termsustainable development. How can occupy more intense competition in themarket-leading, gain competitive advantage, it will be a topic to be discussed in thisarticle.2005China Construction Bank after the completion of the joint-stock reform,personal finance business started to become an important part of the developmentstrategy of the head office. The topic of this paper is from the point of view of CCBChangchun Xi’an Road branch personal financial business，the personal businessmarketing strategy. With the rapid development of Chinese economy, householdincome and consumption level increase, the personal financial business graduallyinto the thousands of households，and with it， the personal financial productupgrade. Based on years of experience in financial markets believe that themarketing strategy to expand the bank’s personal financial services play an importantrole. This article uses the sample data Xi’an Road branch, were analyzed accordingto the actual case, the theory and practice of combining theory with case studies, andthen return to the case in which the theory, and finally summarized In this paper，from the four aspects of this proposition，the first chapter expounds the currentsituation of construction of Xi’an Changchun Road branch personal businessdevelopment， clarifies the background and significance of this paper. The secondchapter is the analysis of the Construction Bank of Xi’an Changchun Road branch personal financial business marketing present situation, existing personal financialbusiness marketing situation and the Construction Bank of Xi’an Changchun Roadbranch personal financial business problems. The third chapter discusses the analysisof Construction Bank of Xi’an Changchun Road branch of personal financialservices market environment， the micro environment and macro environmentanalysis. The fourth chapter discusses the Construction Bank personal financialbusiness of Xi’an Changchun Road branch of STP and marketing strategy analysisand the Construction Bank of Xi’an Changchun Road branch personal financialbusiness marketing strategy study.