Research On Marketing Strategy Of Individual Finance Business Of DQ Branch Of KL Bank

In recent years,with the establishment of some joint-stock Banks and foreign Banks,the number of banking institutions that can provide financial services to customers has gradually increased,the types of personal financial products have also become richer,customers have become more professional in their understanding of financial knowledge,and they are becoming more and more picky about the products and services provided by commercial Banks.How to provide quality services and products for individual customers is the concern of every bank at the present stage.It is extremely urgent to find a feasible way of personal financial business marketing.KL bank DQ branch since its inception,with a melting characteristics of production operations in Daqing,commercial Banks but KL bank set up late,personal financial business marketing is more from the experience of the other subordinate branch of the headquarters of the marketing does not have a their own marketing plan,therefore,requires a combination of DQ branch marketing situation formulation suitable marketing strategy,so as to grab more customers in the DQ financial market share,in an impregnable position in the fierce competition.At first,this paper studies the relevant concepts and theories of marketing strategy,through the STP and 4Ps theory are analyzed in detail the KL bank personal financial business marketing situation and each item in the personal financial business marketing actual problems of the specific business,including personal individual client structural problems,the problems existing in the product sales,product pricing is not enough differentiation,DQ branch channels of slow development,DQ branch propaganda obsolete these five questions.At the same time,the STP theory is used to subdivide the customer group of DQ branch,find the target customer group,and provide a real and reliable premise for the marketing strategy.In the end,4Ps marketing strategy is used to propose personal financial business marketing strategy from four aspects of product、pricing、channel and promotion,and the specific implementation of each strategy is described in detail.Finally,in order to ensure the normal implementation of the strategy,targeted guarantees were proposed,including the improvement of marketing personnel’s ability,the upgrading and optimization of CRM system,the strengthening of performance appraisal system,and the strengthening of public-private linkage.I hope this paper will be helpful to the marketing development of DQ branch in personal finance business.