Dissertation
Dissertation > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business

The Research on the Marketing Strategy of Personal Financial Business in Xianyang Commercial Bank

Author HouJunFeng
Tutor YinZhongMin
School Xi'an University of Technology
Course Business Administration
Keywords Personal banking Marketing Differentiated Services
CLC F832.2
Type Master's thesis
Year 2004
Downloads 163
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Since the 1990s , the personal banking business has been rapid development , has gradually become an important source of bank profits and competitive focus , commercial banks commonly used by financial innovation and modern marketing methods to seek in this area , in order to maximize the benefits of goals effective breakthrough. Buyer demand as the starting point of the marketing concept , advocacy customer -centric business management activities to meet the needs and desires of consumers , to strengthen two-way communication , the concept is being adapted to the development needs of the personal banking business , be in the world of commercial banks widely used . In this paper , for the the Xianyang firm personal banking operating status , the application of modern marketing theory focuses on the choice of its marketing strategy , using the method of combining theoretical research and empirical research , a profound analysis of the current marketing situation and problems , the use of marketing strategies seven - element analysis extension services , accurate market positioning , coping strategies , and then through a combination of marketing strategy to optimize customer structure , strengthen customer relationship management ; a prominent core product ; expand the network function , improve the layout of the structure ; improve service quality, and gain a competitive advantage ; tentacles , and improve the development of personal customer manager system ; create a well-known brand , the purpose of control of customer resources , and finalize enhance competitiveness, improve service quality, improve productivity strategic objectives . Paper, a thorough analysis of personal financial services essential characteristics , on the basis of the product life cycle and competitors position , combined with the Xianyang firm the actual implementation of customer segmentation strategy , network and product integration strategy , flexible pricing strategy, brand strategy and regulatory marketing strategy , with emphasis on overall marketing advantage , pay attention to maximize marketing effectiveness . I hope this study provide some useful exploration and help select Xianyang firm in the future business ideas and marketing strategies to respond to market competition , the Xianyang firm the business sustainable and stable development .

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