Research On Personal Financial Marketing Strategy Of Jingyue Street Sub-branch Of CCB

With the continuous development of science and progress,the banking industry has entered the era of large data.Commercial banks in the new era are faced with opportunities and challenges,and competition among banks is becoming increasingly fierce.China Construction Bank,as one of the top five commercial banks,followed the pace of the times and launched a new generation of core systems in the whole bank in 2011.For the branch,in the development of personal financial business marketing strategy to consider large data and new technologies and other factors is particularly important.This paper takes the branch of China Construction Bank Changchun Jingyue Avenue as the object of study.First of all,it briefly introduces the situation of CCB's Jingyue Street sub-branch and summarizes the current situation of the personal financial business marketing of the sub-branch from the aspects of marketing channel and marketing idea.According to the analysis,it is found that there is insufficient marketing idea,lack of communication,lack of promotion means and dependence on traditional marketing mode.Then,from the macro-environment and micro-environment on both sides of the personal financial environment to analyze the study.Among them,the macro-financial environment,including international financial development trends,policy environment,social environment,economic environment and technical environment.Micro-financial environment,including the development of their own sub-branches,customer groups and competitors analysis.Secondly,SWOT matrix analysis is carried out to analyze the SWOT matrix of CCB,and the marketing decision is considered from the advantages,disadvantages,opportunitiesand threats.It can help the subcontractors to formulate the marketing plan which is more in line with the development requirements.Through a series of studies,we can see: First,at present,China's commercial banks are in an important era of transition,and personal financial business will be an important future profit growth point,so the net moon street branch to pay special attention to personal financial business And develop effective marketing strategies.Second,from the current situation,the future of commercial banks must be toward the large data-based wisdom of the bank development,so the branch in the development of personal financial marketing strategy,to be good at using large data analysis,customer demand as the center,Big data marketing thinking is fully applied to marketing work.Thirdly,using the marketing theory to analyze the personal financial market of the sub-branches,taking full account of the macro and micro financial market environment,establishing the SWOT model and STP analysis,we can formulate the scientific personal financial marketing strategy for the sub-branches.Through the above research,and ultimately from the product strategy,price strategy,channel strategy and promotion strategy four aspects of the development of net moon street branch marketing strategy.In this paper,with the background of large data,the new generation system is supported by the new generation system.It is hoped that through the research and exploration,we can find out the marketing strategy which can be matched with the development of the present era,so as to form the lasting competitiveness and promote the continuous development.