Research On The Marketing Strategy Of Personal Wealth Management Business In The GT Sub-branch Of Agricultural Bank Of China

The report of the 19th CPC National Congress pointed out that as socialism with Chinese characteristics has entered a new era,the principal contradiction facing Chinese society has evolved.What we now face is the contradiction between unbalanced and inadequate development and the people' sever-growing needs for a better life.The economic foundation determines the superstructure.The change of the principal contradiction reveals the present situation of the Chinese people becoming rich at another level.With the improvement of the people's economic level,the balance in the pocket has a broader demand market for personal finance of residents.The gradual realization of the goal of building a well-off society in an all-round way and the beginning of the battle against poverty have all become strong backing for the expansion of the personal financial market of residents.The increment of personal finance business puts forward higher requirements to the special enterprise of managing currency,the bank.Although influenced by the economic level,the personal finance business of our country's financial market starts relatively late,but it develops rapidly.As a medium of direct contact with financial customers,grassroots commercial banks play a key role in the development of financial business.The problems encountered in the process of development and how to deal with them have become the bottleneck of personal finance business expansion.This paper explains the personal finance business marketing situation of GT branch of Agricultural Bank of China,synthesizes the internal and external situation of GT branch of Agricultural Bank of China,and makes use of the marketing theory knowledge of modern market.This paper expounds the problems and causes of the marketing of GT branch in personal finance market and puts forward the marketing strategy of GT branch of Agricultural Bank of China and some suggestions to ensure the adoption of this strategy.This paper is divided into four main parts.The first section is mainly from the macro and micro perspective of the background environment and research significance,also explained the use of research ideas,the structure of the study,summed up the current domestic and foreign commercial banks personal finance business marketing strategy status quo and summary of personal financial products and theoretical basis.The second section,mainly finds the reasons for the problem.According to the current marketing situation of the GT branch of Agricultural Bank of China,it analyzes the problems in the marketing of financial products and how the problem come into being.The GT branch of Agricultural Bank of China has developed very rapidly recently,especially in the area of personal finance business,which not only takes into account the traditional business of loan and deposit settlement,but also does not fall behind in personal finance business.The GT branch of Agricultural Bank of China has led the business in personal finance by far among its peers,setting an example and driving the development of its intermediary business.However,the study finds the personal financial management business of GT branch has some problems such as unstable financial environment,rough market segmentation and service,lack of competitiveness of financial products and shortage of specialized financial personnel.The third section analyzes the advantages and disadvantages of individual financial management marketing,external challenges and opportunities of GT branch of Agricultural Bank of China by means of SWOT analysis method,which is helpful to optimize the personal financial management marketing of GT Branch of Agricultural Bank of China.The fourth section is based on the analysis of the third plate,subdivides the customers of the GT branch of Agricultural Bank of China into the market of personal finance business,and classifies them from the perspective of life cycle theory and customer financial assets respectively.Then,the marketing strategy is optimized from the angle of channel strategy,product strategy and promotion strategy.Aiming at the problem in the marketing of personal finance business of GT branch of Agricultural Bank of China such as the unstable financial environment,the rough market segmentation and service,and the uncompetitive financial management products,the author put forward to the guarantee measures,such as the construction of incentive and restraint system for front desk staff,the improvement the complaint mechanism and the construction of network financial managers team.The measures promote the Agricultural Bank of China GT branch personal financial business marketing performance.