Research On Personal Financial Marketing Strategy In S Sub-branch Of China Construction Bank

In China's complicated financial system,the four state-owned commercial banks still occupy an important position that cannot be overstated.In recent years,with the continuous progress of science and technology and the gradual globalization of the economy,state-owned commercial banks and foreign banks have been in a disadvantageous position in a limited range of competition.The foundation of state-owned commercial banks is at the grassroots sub-branch,and the grassroots sub-branches are the vanguards of commercial bank market competition.The bank's operating performance relies on grassroots sub-branches,relying on grassroots sub-branches to market products and serve customers.At present,the grass-roots sub-branches of state-owned commercial banks are experiencing unprecedented periods of cold winters,poor sales of financial products,low coverage of customer products,and a sharp decline in the number of customers.All these phenomena are a wake-up call to us.China Construction Bank,as one of the four state-owned commercial banks,has been managing funds for large-scale economic construction in the country in the early years,and has subsequently expanded its banking functions with its original functions,gradually transitioning to commercial banks that have started various businesses for the society.In recent years,China Construction Bank has developed rapidly in most parts of China,and its profitability is beyond the reach of other banks.However,CCB has fallen behind in China's construction bank system,and its development path is not smooth.It is necessary to explore the reasons for this.The research object of this article is the S sub-branch of China Construction Bank Shanxi Branch,which introduced the development history of Ssub-branch personal finance business,analyzed the operating status of S sub-branch,and hoped to find that the development of personal financial services of S-branch bank was not smooth.s reason.The influence of environmental factors on the development of personal financial services is also very large.Through analysis of macro and micro environment and SWOT analysis,we can find out the current strengths and weaknesses of S sub-branch,as well as grasp the opportunities for use and the threats that hinder their development.After doing a good job of basic analytical work,after selecting the target market for the S sub-branch,we will explore what marketing strategies are needed for the development of the personal financial business market.This will expand the scale of S sub-branch's personal financial services,broaden marketing channels,improve comprehensive service capabilities,and lay a foundation for The personal customer base,increasing the income of the intermediary business,increasing the contribution of profits,and improving the overall quality of the personnel at the grass-roots level have certain guiding significance for the development of the individual banking business of the banking industry in China.