Research On Marketing Strategy Of Personal Financial Services Of Minsheng Bank Hangzhou Branch

Personal financial planning is considered as the top of the pyramid among corporate banking sectors and personal banking sectors. In recent years, the personal wealth of domestics is increasing significantly. This trend leads to the raising of various needs for personal financial planning. C ommercial banks have to focus on personal financial planning in order to obtain more customers and profits and without denying, this become an trend. In recent years, personal finance in China has made rapid development. Personal finance in China has also made considerable progress. After, the Bank of China launched the first personal financial services, many commercial banks have launched a personal financial services, personal financial services to promote the rapid development in China. At present, China’s personal finance business has already achieved great success in Shanghai, Guangzhou and other cities. Minsheng Bank Hangzhou Branch is a regional commercial bank, and its inception has made considerable progress and development.It is also gradually develop a personal financial services, therefore, to find suitable commercial banking Personal Financial Services Development Strategy is very important.In this paper, Minsheng Bank Hangzhou Branch, for example, by means of the theory of the development of strategic management, personal finance, etc.. It is through the analysis of the advantages of the internal and external environment for the development of Hangzhou Branch of China Minsheng Bank, the banks face study, weaknesses, opportunities and threats, and It is based on personal financial SWOT business analysis, bank marketing strategies, including:product strategy, have their own leading products; services strategy, to implement standardized services civilization, the implementation of tiered services, and enhance service capabilities lobby; marketing strategy, to develop in advertising, public relations, customer management and other aspects of the measures;, and establish a good channel strategy and customer relationship management strategies and so on.A serious analysis of current situation, problems, opportunities, threats and trends of personal financial planning, in addition, according to top foreign banks’strategies on this business, this paper will give instructions for the shortcomings and parts which should to learn of domestic financial planning.2) a deep research will be applied on CMBC’s financial planning by the applying of SWOT method. A serious analysis are adopted to the research of current situation, problems, opportunities, threats and trends of personal financial planning and this paper will introduce strategies accordingly.3) Introduce a serious strategy for developing financial planning. To give the marketing strategies for improving financial planning business of CMBC HANGZHOU BRANCH, including product strategy, service strategy, promotion strategy, channel strategy and human resource strategy, etc.