Research On The Marketing Strategy Of Personal Financial Business Of Construction Bank Of Jilin Province

With the accelerated reform process of interest rate market, the net profit margin of commercial banks gradually narrowed. According to the gold company estimates, bank net interest margin fell by 0. 1 percentage points, net profit of the banking industry will fall from 6% to 5%, according to the industry average and assuming other conditions unchanged, we take the net profit of 1936. 02 hundred million RMB of the construction bank of china in 2012. as a benchmark, the net profit margin in the year 2016 and 2020 will be reduced to 400 and 1000 hundred million RMB of the net profit in the construction bank of china. According to the semi annual report of listed banks in 2015, the five major state-owned banks net profit growth of only about 1%, the commercial banks say goodbye to the golden age of rapid growth of profits, the growth rate has slowed down. If the banks want to continue to maintain the steady growth of the situation, the traditional profit model of interest income needs to change as soon as possible, the bank faces a huge business transformation pressure. At present, the residents improved financial awareness, asset allocation needs strengthen, in this context, personal financial business profitability has gradually become a new profit growth point of the major commercial banks. The research on the marketing of personal financial services of commercial banks will be helpful to enhance the core competitiveness of commercial banks, and have positive significance for the business benefits of commercial banks.In recent years, part of the action faster commercial banks has begun to optimize the structure of assets and liabilities, and focused on non interest income. That will mean the development of intermediate business income and strengthen the transformation of the profit model get the effect of previews. According to the interim report of China Merchants Bank in the first half of 2015 released, the proportion of investment banks in non interest income reached 36. 67%, have an increase of 35. 06%. Comparatively speaking, the innovation ability and transformation rate in state-owned commercial banks is far lower than the joint-stock banks, according to the report of Construction Bank in the first half of 2015 shows that non interest income in the Construction Bank accounted for 20. 46%, down 0. 5 percentage points. Faced with such fierce competition in the industry and such a rapid financial system reform, the Construction Bank has to change the current business model, through the rapid growth of the middle business income to drive the sustained growth of bank profits. As one of the important sources of business income, personal financial services business is growing rapidly in recent years, the major commercial banks are trying their best to compete for the market share of financial services.This paper intends to conduct in-depth research on the personal financial management business in the Construction Bank of Jilin province, then from the basic theory of personal financial services and the development of domestic and foreign countries using SWOT analysis method, this paper make in-depth analysis from the advantages, disadvantages, opportunities and threats to the four aspects of personal financial business of he Construction Bank of Jilin province, this paper points out the existing problems which includes five aspects of personal financial management business in the Construction Bank of Jilin province, combined with theoretical research and market research and practice, the author used other ways to improve the construction of Jilin the Construction Bank of Jilin province.And then, the author puts forward the corresponding marketing strategies, including: innovative products and services, customer relationship management, development of intelligent marketing system, rich marketing channels and means, the development of flexible pricing strategy and training integrated financial management team and other marketing strategies. All of these methods effectively improved the existing problems in the personal financial business marketing in the Construction Bank of Jilin province.Personal financial business marketing in the Construction Bank of Jilin province takes the financial market as a guide, and takes customers as the center, the bank used their own resources and various marketing tools, the banking products and services to customers, meets customer needs and achieves a series of profitable business activities. This paper is based on the analysis of the current situation of the personal financial management business of the Construction Bank of Jilin province, and puts forward some feasible suggestions, which is to promote the improvement of the personal financial service ability of the Construction Bank of Jilin province. Taking into account the financial market changes, the author only made the current market situation analysis, in the future practice of combining economic policy with the actual situation, the author in the follow-up study and work will gradually improve and innovation, wish the Construction Bank of Jilin province grasp the opportunities of business transformation, and steadily improve the market share of personal financial services, and develop better.