The Research Of Marketing Strategy On Personal Financial Business Of Shanghai Pudong Development Bank

Since 2015, the economic downturn caused banks to public non-performing loan rate rise increasingly, banking income into the bottleneck, and risk assets accounted for than low, fluidity big, the product term flexibility, a wide range of business of personal financial products become bank business development of new and more stable profit growth point. Shanghai Pudong Development Bank Co., Ltd.(hereinafter referred to as: Shanghai Pudong Development Bank) as China’s first listed joint-stock commercial banks, since the opening, in order to promote the innovation and development of personal financial business, research and exploration in many aspects, as of December 31, 2015, Shanghai Pudong Development Bank financial products to maintain the amount of 400 million, accounted for 8.2% of the market share, but compared to the industry development good colleagues compared, there is still a certain gap and the insufficiency, how to according to the market economy environment, combined with its own business development characteristics, to explore a reasonable marketing strategy is the Shanghai Pudong Development Bank personal financial business development must consider the important issues.The combs the domestic and foreign literature and marketing related knowledge based, using questionnaire survey, SWOT analysis and other methods, detailed research has been made on the problems of Shanghai Pudong Development Bank in personal financial business marketing at present. From the point of view of the current situation, Shanghai Pudong Development Bank personal financing business facing product form flexible, short chain management, purchase channels convenient advantages, there are private banking system is not perfect, the management team professional degree is not high disadvantage, customer financial awareness gradually increased, continuous development of mobile financial services, Shanghai Pudong Development Bank personal financing business brought new opportunities, accompanied by the marketization of interest rate, the new company’s wealth increasing imagination, it also poses a threat to the. Therefore, Shanghai Pudong Development Bank should enrich the kinds of products, optimize the customer structure, broaden the marketing channel and increase product promotion etc. aspects, and constantly improve the level of personal financial business marketing, and enhance the competitiveness of banking.Personal financial business marketing need to achieve from the customer to the products, from the channel to the highly convergence of financial specialists and other aspects, this thesis makes a detailed account of the challenges and opportunities brought about by the current economic and political environment and the development of Internet banking, to enhance the marketing skills do some exploring, in close connection with the bank actual to enhance the level of marketing is proposed with strong feasibility and operation of financial business marketing strategy, not only contribute to the Shanghai Pudong Development Bank to enhance the core competitiveness and for Industry and other joint-stock commercial bank also has draw lessons from a meaning.