广西股份制商业银行个人金融业务营销策略研究——以招商银行南宁分行为例-金融学专业论文.docxVIP

II II RESEARCH ON THE MARKETING STRATEGY OF PERSONAL FIANANCIAL BUSINESS OF JOINT-STOCK COMMERCIAL BSNKS IN GUANGXI -- CHIANA MERCHANTS BANK IN NANNING BRANCH AS AN EXAMPLE ABSTRACT Since the eightys of the last century, the personal business of western commercial banks in developed countries to begin strategic transition, the personal financial business as one of the main profit pattern of commercial banks to develop. Our country since the ninetys of the last century, personal financial business of commercial banks pay more attention due to its high profit, low risk and market space and other characteristics, has become the main competition field bank with the inter industry and financial product innovation in the field. With the growing population of personal wealth, people on a full range, high levels of financial products and services have become increasingly prominent. But now Guangxi joint-stock commercial bank service level, financial technology and marketing conditions all have certain limitations, can not meet the need of personal financial business expansion. From the current financial market circumstances, there are usually inaccurate market positioning, the homogenization of products and services are not in place and other joint-stock commercial banks of Guangxi. In such background, how to use the advanced marketing theory, to improve the innovation of products, to create a good marketing environment to the bank, will be advantageous to the banks long-term sustainable development, has a certain practical significance. This paper introduces the current development of the personal financial business of Guangxi joint-stock commercial banks and the current situation of marketing strategy, facing the joint-stock commercial banks personal financial business development process and problems causes are analyzed in detail, based on analyzing the current personal financial III III business marketing environment, China Merchants Bank in Nanning Branch as an example