Research On Personal Financial Business Marketing Strategy Of Huaxia Bank Nanjing Branch

After the reform and opening, the economy of China developed at a stable speed, the income of the common people increased constantly. On Jan 12, National Bureau of Statistic released the economy data of 2015.The annual per capita disposable income of urban households was 31195 yuan in 2015, a real increase of 6.6%. The annual per capita disposable income of rural residents was 11422 yuan in 2015, a real increase of 7.5%.Results of an investigation carried out by an authoritative institution indicate that over 70% of the respondents said they were very interested in the personal financial planning, more than 40% of the respondents said that they want the personal financial planning service.The article described the history and reality of the personal financial planning industry in China. Combing with the actual situation of personal financial planning business in Nanjing branch of Huaxia Bank, the article analyze the problems in personal financial planning business of Huaxia Bank. According to the classic marketing theory, the article provide valuable practice guidance for Huaxia Banks marketing work.The three parts of this article is as follows:The first part introduces the related theories of personal financial planning and describe the history and reality of personal financial planning business of HuaXia Bank. Second, the article regards the HuaXia Bank as the research object, analyze the personal financial planning business of HuaXia Bank with the SWOT model and questionnaire. At last, after the market segment and target market selecting, the article proposed an marketing strategy.Based on the result of SWOT analysis, the article work out an new marketing strategy to enhance the competitiveness of Huaxia Bank’s personal financial services.