Research On Service Marketing Strategy For Personal Finance Business Of Bank Of Communications Jilin Provincial Branch

Since China Reform and Opening-up,China’s national economy maintained rapid development,and the residents disposable income grow continuously.With the wealth accumulation,people’s demand for the variety finance service except for the deposit increases intense,which also bring new development opportunities for bank individual financing business.Bank of communications as one of the five big state-owned commercial Banks in China,which set the "build the best wealth management Banks of China" as the enterprise vision,has been committing to wealth the value for the customer.Bank of Communications Jilin Provincial Branch,as the first joint-stock commercial Banks in Jilin Province,has got the general customer recognition and praise through their high quality financial services,and has achieved good results on the personal financial management business.However,in recent years,due to the macrocosmic economic downturn,the financial risk,our country commercial bank is facing an unprecedented development dilemma.At the same time,with the economy of Jilin Provincial Branch gradually stabilized,more and more financial institutions are entering for competition,together with P2 P mobile internet finance products,and the innovative financial mode,causing a larger impact on bank personal financial business,also seriously effected the personal finance business development in the Bank of communications Jilin Provincial Branch.Therefore,we need explore how to rely on the local economy positive changes,based on the relevant marketing theory,to cope with competition.And provide reference to the personal finance business development in the Bank of communications Jilin Provincial Branch.This article introduce whole situation of personal finance business services marketing in the Bank of communications Jilin Provincial Branch,base on the basic situation research combined with the personal customer service system and the personal finance business product system.The article summary some problems in the business development: customer manager marketing ability insufficiency,lack of the customer managers,imperfect of the service marketing system,high value customer maintenance problem,rigid service standards and so on.For these problems,the author gives a comprehensive analysis of personal finance business services marketing environment in the Bank of communications Jilin Provincial Branch.In the macrocosmic level,this article gives a detail analysis to the legal environment,economic environment,social environment and technical environment.And in the microcosmic level,this article analyze the advantages and disadvantages,opportunities and threats for the personal finance business development in the Bank of communications Jilin Provincial Branch,using the SWOT analyze theory,from three aspects: the enterprise internal environment,customer demand,the interpretation.Finally,the article,combining with the actual development for the personal finance business in the Bank of communications Jilin Provincial Branch,recommend the STP strategy and service marketing mix strategy,and develop related security measures for the service marketing mix strategy,in order to provide some help for the personal finance business development in the Bank of communications Jilin Provincial Branch.