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

In recent years,the global economy has grown steadily with the support of the active financial market and the long-awaited cyclical recovery in the manufacturing and trade areas.The whole of China's economy has shown a steady and upward trend.The steady increase of economy makes the income of our residents increase and the living consumption is improved.As a big savings country,China's savings are increasing.The increase of wealth makes residents pay more and more attention to maintenance and disposal of their wealth at the same time,the level of education and information transmission efficiency,so that residents of the asset management consciousness strengthens gradually,the rational use of existing funds in order to obtain additional income has become the pursuit of many people.In developed countries,personal financial business is an important source of profit for commercial banks.Nowadays,with the rapid development of Internet Finance and the intensified competition of commercial banks,the profit mode of highly dependent on deposit and loan business is in urgent need of change.Our banks must also increase the proportion of personal financial services revenue.The Z branch of the Bank of China also recognizes the importance of personal financial services.Although the Bank of China Z branch has made some achievements in financial business,it is still not ideal.How to better develop personal financial services and improve the share of the financial market has become the question of the Z branch of the Bank of China.This paper,based on the research subject of Z branch of Bank of China,is divided into three parts to study the marketing strategy of personal financial management in Z branch of Bank of China.The first part of this paper analyzes the marketing strategy of the Z branch of the Bank of China,and summarizes the problems in the marketing strategy of the Z branch of the Bank of China and analyzes the reasons for it.Because the marketing environment and marketing strategy are inseparable,the second part of this paper uses PEST analysis to analyze the external marketing environment of Z branch of Bank of China,and analyzes the competition environment from five aspects of competitors,new entrants,alternatives,suppliers and customers.Finally,according to the previous analysis,in the third part,the third part uses the marketing theory of the product,price,channel,promotion,physical display,personnel and process management to make an optimization suggestion on the personal financial business marketing strategy of Z branch of Bank of China,hoping to be able to develop the financial business of Z branch of Bank of China.The purpose of this study is to provide reference for domestic banking industry to develop personal financial services.