Marketing Strategy Analysis Of Personal Finance Service In CEB LanZhou Branch

In recent years, the personal financing market of China is changing with each passing day. The financing services as a important new rising business is becoming more keen competition, and the production system in commercial banks is more diversification along with the fast and Multi-level developing financing market. Specially for the vast requirement for personal investment and fund management at present, the personal fund management developing will have a positively impact on optimizing the bank’s management structure and promoting the financing market. Therefore, to studing the marketing problems in the personal fund management and proposing a marketing strategy according with the personal fund management for commercial banks in China is of great significance to promoting the steady and constant development of the personal fund management for banks and even the total financing markets.The financing service have been paid much attention Since the establishment of China Everbright Bank, but problems such as the inefficient sale channels, unreasonable customer’s product structure, unsound finance product and the mighty strategies of rivals is stepwisely arising, and has excessively restricted the development of the financing service for companies. Therefore, the main purpose of the paper is attempting to ascertain the problem existing in the personal financing business marketing and put forward a corresponding strategy for solving it through analyzing and comparing the current situation of the China Everbright Bank, which will be of practical significance to the development of commercial banks. In the studies, in order to compare Lanzhou Branch of China Everbright Bank with brother banks and other commercial banks in Gansu province, mass data have been collected, and the SWOT mothed have been employed to analysis those data. Making a comparative analysis and combining the economic and financing environment will help us to know the superiority and inferioriy,chance and challenge in the process of developing theprivate financing service marketing of Lanzhou Branch.This paper untimatly determined two strategies, namely, STP strategic support and marketing strategies, to improving self-defect and the development of financing service. The four effectively safeguard measures which is to perfect restriction and the incentive mechanism for sales team, to strengthen the sales team’s professional skills, to do well the work of technical support,to optimizing the services and management system and strengthenthe risk management, was utilized to guarantee the implementation.The reasonable marketing strategies is critical important in the development for a company, studying and analyzing those problems not only be of great significance to the healthy development of the Lanzhou Branch of China Everbright Bank, but also serve as a reference to the other commercial banks which encounter the corresponding problems.