Research On The Marketing Strategy Of Personal Financial Business In GHCD Commercial Bank

With the fast development of the modern commercial banks’ marketing concept and personal finance business,the competition in the personal finance business is more and more fierce,which supplies the modern banks with challenges and chance at the same time.Although there are many problems,and the personal finance business is facing many opportunities and challenges,but it also shows a rapid development trend.According to the modern marketing theory of the commercial banks,we analysis the problems of GHCD ICBC personal financial services marketing,and find effective solutions to promote the development of personal financial services.Firstly,we sorts out the related theory of personal financial business marketing,and expounds the present situation of personal financial business marketing,analyzes the existing main problems in GHCD ICBC.Then,based on the perspective of customer satisfaction and combined with the existing research results,a questionnaire of factors on personal financial business in GHCD ICBC is designed;consumers of GHCD ICBC are respondents.SPSS20.0 is applied to reveal five factors by gaining data from 167 enterprises,including employee behavior,personal financial products,staff capacity,network construction and bank image.According to the results of empirical analysis,and the actual situation of GHCD ICBC,the optimization program of personal financial business marketing in GHCD ICBC are designed:(1)establish a modem marketing concept;(2)conduct market segments,tiered services;(3)strengthen the product portfolio innovation;(4)integrate marketing channels;(5)focus on brand building and establish a good image;(6)create specialized marketing team.