Research On Marketing Strategy Of Personal Financial Business Of Changan Bank Shangluo Branch

With the rapid development of global economy in the early 21st century,the domestic economy has also taken this opportunity to obtain strong growth.China’s people’s living standards have made a leap forward,which makes the personal wealth increase continuously,and the purchasing power and consumption ability of the individual citizens have been greatly improved.In this context,the personal financial business of commercial banks also ushered in a good space for development,which also makes the competition between commercial banks more and more cruel,relying on the original way of making profits through deposit and loan products can not meet the development needs of the current market,and is gradually abandoned by the market.Therefore,personal financial business has become the focus of the future development of commercial banks,and will inevitably become an important part of the profits of commercial banks.In China’s commercial bank business,the personal financial business started late,and there is a certain gap compared with the western developed countries.Affected by the market and traditional ideas,state-owned banks and large domestic commercial banks only pay attention to providing financial services to large enterprises,while ignoring the construction of other financial investment and financing channels,which leads to the backwardness of the development of personal financial business in China’s banks.With the regulation and control of national policies,the deepening of financial reform and the promotion of interest rate marketization,China’s commercial banks begin to pay attention to the layout of business structure,actively think about the development of this business,and then optimize the product structure level of this business and improve its profitability.Although it has made some progress in the past decade,it also faces many problems,such as the lack of innovation ability of personal financial products and the serious homogenization of products.To a certain extent,it is still unable to meet the increasingly complex and diverse financial needs of the people.This paper mainly introduces the concept of personal financial business and related marketing theory.According to the financial business content and development of Changan bank Shangluo branch,it analyzes the development status of personal finance from the aspects of storage proportion,price and channel.Through the research of literature,combining theory with practice,this paper analyzes the internal and external marketing environment faced by Shangluo branch of Changan bank,and finds that there are many problems in the marketing of personal financial business in Shangluo branch of Changan bank.Through the analysis of the causes of the problem and the positioning of the target market,this paper summarizes the overall marketing ideas,and puts forward the marketing strategy of personal financial business of Shangluo branch of Chang’an bank on the basis of SWOT analysis;finally,it puts forward the specific marketing strategy implementation suggestions and implementation guarantee.This paper uses the marketing and management knowledge learned and combined with practical work experience to improve the marketing strategy of personal financial business of Changan bank Shangluo branch,which helps to improve the bank’s marketing ability and provides reference for the marketing layout of other city commercial banks.From another point of view,we can also understand that the internal operation and governance mode of city commercial banks in the fifth tier cities has a strong practical significance for the city commercial banks to achieve long-term profit and stable development in the fierce competition.