Research On Personal Financial Business Marketing Strategy Of Z Bank Nangang Branch

In recent years,as a result of the impact of the economic downturn and the emergence of Internet banking,the banking industry generally presents the pressure of competition and the decline in the yield.With the gradual reform of the financial market and the improvement of the capital market,commercial banks are also facing greater operating pressure.In such a critical situation,commercial banks have to as soon as possible to adjust the development strategy and marketing strategy,in order to win a place in the fierce competition in the financial market,and a large number of financial market survey to develop personal financial business is undoubtedly represent the general trend,the choice of commercial bank without delay,because of personal financial product creation revenue is the main source of bank revenue,but also focus on the development of the commercial bank business,the development situation of personal financial business plays a crucial role in the overall development of commercial banks.Based on the Z bank Nangang branch personal financial business of the product and its development status and the present situation of the marketing strategy of the Nangang branch,and find out the existing problems of marketing,using the macro environment analysis,micro environment analysis and SWOT analysis to analyze the Z bank Nangang branch marketing environment,and to develop 4P marketing strategy adjustment program,adjustment strategy is proposed Z bank Nangang branch personal financial business marketing strategy in order to ensure the security,marketing strategy for Nangang branch to develop strategy adjustment can be implemented effectively,promote the Nangang branch personal financial business marketing promotion and development.