| With the continuous development of social economy and increasing accumulation of people’s wealth,customers’ demand for financial products and services of financial institutions continues to increase.The transformation of people’s concept of financial management brings new development opportunities to Commercial Banks,which makes the competition of financial institutions more fierce.Facing the fierce domestic competition and Foreign Banks’ seizing market shares,branches of CCB in H province,guided by development strategies of personal banking business of the headguarters,surrounding the core business of personal wealth management-personal financial business,continues to reform and optimize.Based on this background,the paper analyzes the existing marketing strategies of personal financial business in branches of CCB in H province and it also points out problems of them,and then it puts forward relevant optimized schemes.The paper,first introducing the overall situation of branches of CCB in H province and the present situation of personal financial marketing,puts forward the problems existing in the process of marketing of personal financial business,and also the causes of them.Based on the analysis of internal and external environment of branches of CCB in H province,the paper points out opportunities and threats,advantages and disadvantages in developing personal financial business.As for the disadvantages analyzed by SWOT,the paper proposes optimized schemes of marketing strategies of personal financial business in branches of CCB in H province,including product strategies,target customer segmentation,marketing channel strategies,talent competition strategies,etc. |
