Research On The Marketing Strategy Of Centaline Bank's Personal Financial Business

Since entering the twenty-first Century,China’s market economy has been developing at an alarming rate.Coupled with the gradual formation of the pattern of global economic integration,China’s financial market has also undergone profound changes,and the competition between individual financial businesses has gradually become more intense.A series of profound changes have taken place in both the bank’s marketing strategy and the management philosophy of banks.Although personal financial business has certain market foundation and market opportunities,there are corresponding challenges and problems.Therefore,taking Zhongyuan bank as an example,referring to the theory of personal financial business marketing,this paper analyzes and discusses the current situation of personal financial business marketing of Zhongyuan bank in a comprehensive and detailed way,finds out the defects and deficiencies,and formulates a set of perfect and effective improvement measures,which can effectively improve the personal financial business marketing level of commercial banks.Firstly,this paper briefly analyses the research background and significance,studies and discusses the relevant theories of personal finance business,carefully and thoroughly studies the marketing situation of personal finance business in China,then,with the help of SWOT analysis method,deeply analyses the advantages,disadvantages,opportunities and challenges of the current personal finance business of Central Plains Bank,and then establishes a demand-oriented marketing strategy.Strategically,based on experience-oriented marketing strategy and multi-oriented marketing strategy,this paper puts forward some suggestions to optimize the personal financial business marketing strategy of Central Plains Bank.The research results of this paper provide a good theoretical guidance for the development of personal financial business of Central Plains Bank.