Research On Marketing Strategy Of Personal Financial Business Of Mianyang City Commercial Bank

In recent years,with the increasing competition of personal financial services of Chinese commercial banks and the continuous impact of Internet finance,how to improve the development of personal financial services of commercial banks has become an important realistic issue for small and medium-sized banks.As a city commercial bank,Mianyang City Commercial Bank has proposed the strategic direction of "deposit-making bank",which aims to continuously increase the bank's fund size and customer base and improve market competitiveness.Therefore,the personal financial business of Mianyang City Commercial Bank is becoming more and more urgent.Transformation and upgrading.Since its official opening in September 2000,while striving to create more value for customers,employees and the society,it has realized the coordination of its own business development and supporting economic development and fulfilling social responsibilities.As of the end of 2018,Mianyang City Commercial Bank has 73 institutions(including the head office),20 counties in Mianyang,and more than 1,300 employees.The total assets of the commercial bank are 85.7 billion yuan,and the balance of various deposits is 527 Billion yuan,various loans of 39.68 billion yuan,a total profit of 824 million yuan,the capital return rate in the province's city commercial banks ranked second.The purpose of this article is to study the personal financial business strategy of Mianyang Commercial Bank.First,the research background and significance of the thesis,the current status of research at home and abroad,and the research contents and ideas are described.Second,the related concepts and theories of personal financial business are described.The research in this article lays the foundation,focusing on the summary of the7 ps marketing theory of the personal financial business of commercial banks.Through a PEST analysis of the personal financial business environment of the commercial banks in Mianyang,this article points out that the regional development of commercial banks in Mianyang is favorable and the local economic development exists in Mianyang The current situation of strong momentum,serious aging of China's personnel and rapid development of Internet finance.By comparing the competitors of personal financial business of Mianyang Commercial Bank,the advantages and disadvantages,opportunities and threats of personal financial business development of Mianyang Commercial Bank are pointed out,and the development status and existing problems of personal financial business of Mianyang Commercial Bank are analyzed.Then,I proposed a 7ps related marketing strategy for the personal financial business of Mianyang Commercial Bank,such as product segmentation and optimization of the layout of urban outlets.Finally,it puts forward suggestions for themarketing strategy and implementation guarantee of personal financial business of Mianyang Commercial Bank,and summarizes and prospects the full text.