Research On Personal Financial Services Marketing Strategy In X Proviocial Branch Of China Postal Savings Bank

With the Chinese economy' steady expansion,the increasing number of rich population has constituted the majority among clients of personal financial planning service in commercial banks during the past few years.Under the latest financial innovation tide impact,the personal financial planning service of commercial banks has obtained so fast development that it has already been an important profit growth source of commercial banks.At this moment,the China Postal Savings Bank has analyzed the current situation,much focused on the development of personal financial service,especially,under the circumstance of the latest internal reform in CPSB X Province Branch,personal financial planning service has become its new profit increasing point.Based on above,I am going to research deeply into its marketing strategies on personal financial planning service.Firstly,the author summarizes the development path and status characteristics of Personal Financial Services of domestic and foreign commercial banks;Then,the marketing status of personal financial services of X Province Postal Savings Bank are summarized and analyzed,mainly from the follow aspects to in-depth exposition such as management structure,pricing principles,product promotion,channel and team building;Through marketing situation analysis and SWOT analysis.the strengths,weaknesses,opportunities and threatens of the provincial branch will be in-depth analyzed.based on this analysis,we lists the SWOT matrix of provincial branch of Personal Financial Services;Finally,based on the previous analysis,summarized the marketing strategy and marketing measure of branch personal finance business.In terms of marketing strategy,we propose the marketing objectives,Guiding ideology,marketing positioning and market selection for the X provincial branches;In terms of marketing measures,we proposed the countermeasures and suggestions such as update marketing concepts,improve the channels,improve the organizational structure,strengthen customer management,marketing innovation,promote Marketing Innovation.This article which will hopefully be beneficial ideas for CPSB X Province branch to position its market accurately,establish its competitive advantages,archive its long-term market target healthily.