Research On The Marketing Strategy Of Personal Finance Business Of CCB Chang'an District Sub-branch

In recent years,with the deepening of customers' understanding of personal finance,the personal finance business of the banking industry has ushered in huge business opportunities.Now,with the change of financial management concept and the improvement of risk tolerance,customers began to seek the appreciation of assets.In this context,the marketing strategy of personal finance is becoming more and more important,and how to market has become a common concern of the banking industry.Based on the personal financial business of the branch in xi 'an district of CCB,this paper systematically discusses the marketing strategy of the branch,further proposes the problems of marketing methods and puts forward marketing suggestions and countermeasures.The focus of this paper is to analyze its strategy and put forward suggestions and countermeasures.In this paper,first of all,the theory and characteristics of personal financial business marketing is introduced and summarized,Chang'an district branch of China construction bank personal financial business and introduces the present situation of the marketing strategy,then,using PEST and SWOT model and the analysis of the rival Chang'an district branch of CCB personal financial business marketing environment analysis,to clarify the situation.Then collect data through questionnaires,process data,find problems and demonstrate the problems to be solved in this paper.Make the improvement plan of personal financial business marketing strategy of CCB Chang 'an branch,and make the improvement plan of marketing strategy from the four aspects of product strategy,channel strategy,price strategy and service marketing strategy.Ultimately,according to the data analysis outcome,this research explains the research results,and puts forward the corresponding suggestions,the limitations of this paper and the problems to be further studied.