S Bank's Personal Wealth Management Product Promotion Improvement Strategy Research

From twenty-first Century,everything is changing.With the rapid development of information,efficiency and variation become more and more important to our lives.And at the same time,the rapid growth of economic development,national income and disposable income also lead to the increase of financial assets.So the Chinese residents pay more and more attention to their financial needs.They hope they can buy some financial products in a certain way to cherish their labor.The traditional way of investment couldn't meet their financial needs any more.So the commercial banks are looking for some new methods to solve the problem.It's also helpful to the rapid development of diversified personal financial business.In this situation,personal financial business has become one of the fastest growing,most profitable and most valuable core business of Chinese commercial banks.At present,Chinese financial market is developing rapidly.Both the national commercial banks and the regional commercial banks are promoting the financial services.And the big number and varied kinds of financial products in the market brings a lot of profit to the commercial banks,but at the same time also a lot of great pressure.In the promotion process of S bank's financial products,although the overall promotion strategy have certain advantages,but still need to improve.Firstly,the paper reviews the research background and gives the purpose of the article,and then introduces the domestic and abroad advanced research results and theories to determine the train of thought and research methods.Secondly,from the aspect of S bank,this paper introduces the current situation and development of the personal financial products of the branch,including the current promotion strategy.Thirdly,the paper collects data through the questionnaire survey.Then find out the problems of S bank's promotion strategy through empirical investigation and statistical analysis.The customer recognition of S bank is poor,and the comprehensive quality of the staff,the humanistic care to customers and the customer's income and risk-bearing capacity are the main factors that influence of customer's demand.And the results from the survey and analysis point out that the promotion strategy of S bank's financial products needs to be improved by the following aspects:first is to locate the market segmentation and research marketing strategy accurately,and to carry out targeted promotion.We can not only according to the different elements,but also based on the customer information database of market segments of customers.Through the theme of promotional activities to grasp market segments and achieves promotion purposes.The second is to use the brands to enhance the customer recognition greatly of financial products through a series of promotional activities.The third is to strengthen the salesmen's cultivation of professional quality and improve the service level.The first thing is the implement of promotion assessment policy,the improvement of service level,the importance of professional quality,and the training of customer manager team.Therefore,we can unite different departments as a comprehensive management to achieve a good promotional effect.At last,S bank can combination of traditional and modern ways to improve the network design and outlets strategic layout from the perspective of customer relationship management,and enrich the financial products on the internet and improve the internet advertisement investment.Finally,the evaluation mechanism of the financial products improvement strategy of S branch is modified to ensure the effectiveness of the improved strategy.