Research On Marketing Strategy Of Personal Financial Business Of Industrial And Commercial Bank LZ Branch

With the continuous development of the social economy,domestic commercial banks have accelerated the pace of business transformation.The contribution of personal financial services within the bank and the proportion of income have become larger and larger.The vigorous development of personal financial services has become an important job and business transformation of commercial banks.Development strategy.This article takes the personal financial business of the Industrial and Commercial Bank of China LZ branch as the research object,and attempts to develop the personal financial business and business of the LZ branch based on Michael Porter's five-force analysis model theory and the "7P" theory of scholars Boms and Bitner.Marketing conducted analysis and research.Aiming at the current status of the personal financial business of the Industrial and Commercial Bank of China LZ branch,there is a loss of personal mid-to-high-end customers;serious homogeneity of financial products and services,insufficient innovation;insufficient internal management;weak promotion of marketing channels,and lack of continuity in promotional strategies;human resource optimization Problems such as not being in place,trying to combine theory to further explore the personal financial business marketing strategy of the Industrial and Commercial Bank of China LZ branch,and based on the "7P" theory,it put forward further aspects such as products,prices,channels,promotions,personnel,processes,and formal display.Measures to optimize the marketing of personal financial services and corresponding safeguards to promote the compliant development of the personal financial business of the Industrial and Commercial Bank of China LZ branch,and further strengthen and expand the market share of the personal financial business of the Industrial and Commercial Bank of China in the LZ region.The research shows that the personal financial business marketing strategy of the Industrial and Commercial Bank of China LZ branch proposed in this paper is in line with the actual and convenient operation.The implementation of measures and methods has played a positive role in the development of the personal financial business marketing of the Industrial and Commercial Bank of China LZ branch,which is conducive to enhancing the market competitiveness of the personal financial business of the LZ branch.At the same time,this article can also provide some reference for the development and marketing activities of other financial services.