Analysis On Marketing Strategy Of Personal Financial Business Of Longjiang Bank Qiqihar Branch

The advantages of personal financial business are low risk,large batch,wide range and stable income,the income created by personal financial business occupies a larger proportion in the operating income of commercial banks.Especially after China’s accession to the WTO in 2001,with the rapid development of economy,the influx of foreign capital bank,the improvement of residents’ financial awareness,etc.,the demand for personal finance become more and more strong,which prompted our commercial bank must develop the personal finance business vigorously.However,compared with foreign commercial Banks,personal financial business of domestic commercial Banks is still in its infancy,and need effective marketing means to speed up the development of personal finance business.In this paper,the personal financial business status and existing marketing strategy of Longjiang Bank Qiqihar Branch are analyzed,this paper also summarized related literatures both in domestic and foreign.Based on the above analysis and summary,the paper analyzed the problem happened during the development of personal financial business and the main reasons causing the problem.The reasons mainly include the inaccuracy of market segmentation and target positioning,the shortage of innovation,the inefficient customer service system and the shortage of professional talent.The author put forward the improvement countermeasures of financial and marketing for Longjiang Bank Qiqihar Branch through SWOT analysis,including meeting and maintaining customers’ financial demands,accelerating the developments of financial products’ non-network marketing channels,strengthening the product promotion and the construction of banks’ brands,perfecting the marketing team,amplifying the customer marketing for different levels within the whole city.Expect the marketing countermeasures could have a positive effect on personal financial business of Longjiang Bank Qiqihar Branch.