The Research on the Marketing Strategy of Personal Financial Business in Xianyang Commercial Bank
|School||Xi'an University of Technology|
|Keywords||Personal banking Marketing Differentiated Services|
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 .