Research On Marketing Strategies Of Personal Wealth Management Of Bank Of China Jianshe Street Branch Of Changchun

With the rapid development of Social and economic，The standard of people’seconomic living are improving day by day，personal family and private owners aspersonal financial services target customer groups are growing stronger， thedevelopment of personal financial services is becoming a modern major commercialbanks to expand market share，improve effective means of income. Meanwhile，withChina’s accession to WTO，foreign banks can enjoy the same national treatment. Theforeign banks improve the service system and technology，advanced and strictmanagement system，strong financial strength，our local commercial bank is bound tobring a strong impact. In this paper，the Bank of China branch in Changchun Streetbuilding for the study，to explore the personal finance business marketing strategy. Asa branch of a state-owned commercial bank directly under the provincial branch ofthe construction Street branch of the need to give full play to their strengths，summarized and analyzed the successful experience of personal financial aspects andshortcomings，and find potential opportunities and possible threats，and take effectivemarketing strategy and competition means，in order to enhance the efficiency andquality of development of personal financial services. And through targeted financialservices as a whole can be further improved reliability and customer loyalty，but alsohas great significance to promote the Bank of China brand communication.This paper is divided into four chapters，first chapter describes the background，emphasizes the necessity of the development trend of personal financial services andconstruction Street branch of Bank of personal financial services marketing strategyresearch. The second chapter is the analysis of the Bank of China Construction Statusof personal financial services marketing Street branch，summarizes the current marketing situation and existing problems. The third chapter Street branch of Bank ofChina building personal financial services marketing environment， macro and microperspectives are analyzed，and the use of internationally accepted SWOT analysis，systems analysis branch of the Bank of China building street marketing advantage forpersonal finance，weaknesses，opportunities and threats. Chapter IV of the actualsituation Street branch of the Bank of China building on personal finance businessmade a corresponding market positioning and marketing mix strategy selection，andpropose safeguards marketing strategy implementation.