个人理财业务在商业银行中营销策略探析

The Research of the Strategy Application in the Personal Finance Business of Commercial Banks

个人理财业务的发展是我国商业银行提高其综合竞争力的重要途径。随着社会经济的快速发展和居民收入水平的不断提高,人们对于更高层次的个人理财业务需求大幅提升,个人理财业务营销的重要性和紧迫性日益突出。商业银行应当按照自身的经营特点,深刻分析个人理财业务营销的现状与存在的问题,以营销创新为突破口,从产品与品牌、价格机制、渠道体系和促销方式四个层面构造全新的营销策略。

The development of personal finance business is an important means to improve its comprehensive competitiveness of commercial banks in China. With the further development of social economy and the continuous improvement of residents＇ income level, the demand for higher level of personal finance business is increasing rapidly, so the marketing of personal finance business is becoming more and more important and urgent. Therefore, through making a profound analysis of personal financial services marketing situation and existing problems according to the nature of its business activities and characteristics, the commercial banks should construct new mar- keting strategy from the four aspects-product and brand, the price mechanism, the channel system, promotion methods by taking market- ing innovation as a breakthrough.