Research On Optimization Of Personal Marketing Strategy Planning Of Xi'an Branch Of China Everbright Bank

Development of personal financial services,not only promote the transformation of the economic function of banks,but also help to improve and optimize the performance of business banking customers structure.Throughout the history of the development of commercial banks in developed countries,the merits of personal financial business development,directly affects the survival and results of operations of commercial banks,by developing personal financial services,can greatly improve the competitiveness of commercial banks.With the development of the socialist market economy and the establishment of modern science and technology,personal financial services of commercial banks has permeated all aspects of social and economic life,showing a broad market prospect.At present,China's commercial banks committed to the development of personal financial services,not only to serve the national economic construction and the objective needs of urban and rural residents,and is an important measure to cope with competition from outside the banking sector and improve the core competitiveness.At present,China is gradually improving financial market structure,in view of the commercial banks have a broad scope of business,can significantly affect the socio-economic activities,the importance of the entire national economy and our financial system is self-evident.At present,China is gradually improving financial structure,commercial banks more important in our financial system.Commercial banks should be engaged in personal financial services,to assume greater social responsibility performance.In this paper,China Everbright Bank branch in Xi'an High-tech personal financial services for the study,China Everbright Bank branch in Xi'an high-tech development of its own analysis.And through the analysis of China Everbright Bank branch in Xi'an High-tech internal and external environment,SWOT analysis of China Everbright Bank branch in Xi'an High-tech marketing environment to judge,and then make recommendations to explore the best in the future market competition in the development and innovation Program.This paper is divided into seven parts:The first part,this article focuses on the research background,purpose,significance,research status analysis and introduction ideas and research content of this paper;The second part,the basic theoretical research related to personal financial services,commercial banks involved personal finance and business development strategies related to define the concept,an overview of the personal financial business development strategy related theories;The third part,mainly on China Everbright Bank branch in Xi'an High-tech personal financial services to evaluate the effectiveness of existing development,including the basic situation and the development status of personal financial services branch in Xi'an High-tech analysis,and anchored to the Xi'an High-tech branch Personal Finance problems and causes of business development presence in-depth analysis;The fourth part,by performing on the Xi'an High-tech branch of the internal and external environment for the development of China Everbright Bank's personal financial services analyzed,and the advantages of Xi'an High-tech branch of personal financial services strategy for the development of China Everbright Bank,weaknesses,opportunities and threats,and to develop appropriate SWOT analysis table;The fifth part,by the above research on China Everbright Bank branch in Xi'an High-tech personal financial business development conducted STP path analysis;Part VI,initially identified Xi'an High-tech branch personal financial business development path,China Everbright Bank and Everbright Bank,respectively,to develop ideas from the Xi'an High-tech branch of personal financial services,expand and safeguard measures and other aspects of countermeasures preliminary discussion;Part VII,Conclusion.