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On the Marketing Strategy of Personal Financing Business in Quanzhou Branch of the Industrial Bank

Author: SuJunLiang
Tutor: YangShengGang
School: Hunan University
Course: Business Administration
Keywords: Personal Financing Business Service Marketing Marketing Strategy Quanzhou Branch of the Industrial Bank
CLC: F832.2
Type: Master's thesis
Year: 2008
Downloads: 375
Quote: 1
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Abstract


As China’s RMB businesses having fully opened its doors to foreign banks,there will be heated competition in the personal finance business between Chinese and foreign banks. It is just in the past four or five years that China’s personal financial services have achieved a breakthrough development,so marketing strategy is playing a very important role in the market competition. Faced with fierce competition,the Industrial Bank Quanzhou Branch made implement of retail restructuring on its sub branch in Quanzhou city. In this situation,improving and optimizing the marketing strategy in personal finance business of the Industrial Bank Quanzhou Branch is particularly important.Based on theoretical research and empirical analysis,this paper researches on how to improve the marketing strategy in personal finance business of the Industrial Bank Quanzhou Branch. Theoretically,this paper found out the main factors having affects on the development of the personal financial business in China,then provides the marketing framework for the personal financial business. On the foundation of SWOT analysis of the personal finance business in the Industrial Bank Quanzhou Branch,the empirical analysis makes a conclusion that the penetration marketing strategies should be taken. With this conclusion I put out the methods for improving and bettering the existing marketing strategy. This is the most important paper I do in this study and also is the innovation of the paper.Along with the rapid development of personal financial services and the formation of fierce competition,commercial banks vying for market behavior will reach the boiling point. In the process of bettering the marketing strategy in personal financial business the Industrial Bank Quanzhou Branch should concentrates on the following three aspects. Firstly,it is should continues to improve the client manager system,implement all-faculty-marketing system,establish the authorized management and risk control mechanisms,so it can make a good mechanism for marketing. Secondly,it should strengthen the "chaining spider web" of the organization,establish an effective internal communication channels,improve the personal financial business training system and incentive systems to develop better internal marketing atmosphere. Last it should scientifically analysis the demand of potential customers,enhance the channels of service,establish an effective overall marketing communications to manage the customer service expectations effectively.

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