Research On Marketing Strategy Of Personal Financial Service Of Agricultural Bank Of China TA Branch

Since the "reform and open-up" policy was released in late 1970s,China's market economy has undergone rapid changes and developments.Accordingly,the disposable income and disposable expenditures of residents have risen linearly.Peopleno longer simply go to the bank for deposit and withdrawal business.Nowadays,residents have more money in their hands,and in the meantime,their demand for financial management is also getting stronger and stronger.The personal financial services,which used to serve wealthy and white-collar class only,have taken ordinary people into their target customers quickly.In this background,wealth management centers,wealth management centers and private banking centers have benn launched by banking institutions in succession around the world.The centers areare constituted by wealth managers,wealth advisors and private bankers.In terms of products,ICBC took the lead in launching the "Elite Club Account",then the remaining banking institutions responded immediately,forming the currentwealth management market.The product category has been upgraded from a single product line to a basket of integrated product porfolios;in the samen time,the marketing model has been upgraded from the "one-time product sale" to the“comprehensive financial plan and asset allocation" for customers,.In conclusion.An increasingly sophisticated personal financial business system is stepping into the life of ordinary people gradually.personal banking business development in commercial bank has gone through four stages-----origination,,formation,development,and nowadays maturity,At present,the circulation of personal financial products has inreased in multiple and the scale has been magnified in geometric multiples.Due to its features of large scale,low risk,wide range of business,and stableoperating income,personal wealth management business has gradually become an important way for commercial banks to rely on and promote the income of intermediary businesses,thusadvancing "big retail" integrated business strategy.Eitherour country's state-owned banks or foreign banks in the country have similar branches of product distribution.In the market,more and more types of products are available in personal wealth management services,enlarging the scale Correspondingly,the competition is getting intensively fierce day by day..Therefore,it has become An Important Research Topic for the Development of China 's Commercial Banks that ranges from how to follow the market orientation in order to stand out in the fierce competition,,to how to locate the target market accurately,in order to fully meet customers' needs.aiming to develop accurate and effective marketing strategy to improve their overall competitiveness and market share,This article takes the personal finance business of TA branch of Agricultural Bank of China as the research objectand conducts a research on the experience of personal finance business of commercial banks and other financial institutions both at home and abroad.The paper analyzes the macro and micro environment of personal finance business of TA branch of Agricultural Bank of China applying the SWOT analysis method to get the advantages,disadvantages,opportunities and threats of its business developmentapplying PEST analysis method to get the macroscopic environment of its business development and development;.At the same time,it also analyzes the micro-environment:The paper conducts STP analysis on the personal wealth management business of Agricultural Bank of China TA Branch and finds the target market through market segmentation so as to derive the development idea of Personal Financial Services from TA branch of Agricultural Bank of China.In perspective of four dimensions----product,price,Distribution channels and marketing,I proposed targeted marketing strategies and safeguards for personal financial services in Agricultural Bank of China TA branch,aiming to make it leader in the local industry market.These studies can provide some reference suggestions for the supervision of the third party banking regulators-----the CBRC,People's Bank of China,and the banking associations-----on the regulation of the personal financial services in commercial banks.At the same time,it can alse shed light on how to develop promote,market,and mainteneffectively in the field of related personal financial services products the for the commercial banks.