Research On Optimizing The Marketing Strategy Of Personal Finance Business Of JS Bank NJ Branch

Since this year,with the rapid development of China's economy,the scale of China's banking industry has also been expanding.But there have been some bad signs:the number of non-performing loans and the financial growth of the year,the profits of the public customers are diminishing.On the contrary,due to the rapid development of society and economy,the income of our residents is increasing and the personal wealth is accumulating constantly,which makes people start to think about how to dispose personal assets and realize the value of personal assets.Combined with the above two points,the bank's personal financial business in this situation has been rapid development.First of all,this paper introduces the relevant marketing theories of commercial banks,including STP theory,4Ps marketing theory,4Vs marketing theory and service marketing theory,and so on,through theoretical analysis to understand the pros and cons of various marketing strategies,as well as the marketing means suitable for commercial banks.Secondly,this article JS Bank NJ Branch of personal financial business marketing strategy analysis,including JS Bank NJ Branch of the basic situation,JS Bank NJ Branch Personal financial Business marketing strategy analysis,JS Bank NJ Branch Personal financial business marketing strategy.Through the above three points of analysis,found that JS Bank NJ Branch Personal financial business marketing in the field of the reasons for problems:lack of scientific customer segmentation rules,lack of personalized products and services,lack of clear positioning of their own market and the lack of mutual-win partner awareness.Thirdly,based on the analysis of the current situation of personal financial business marketing strategy of JS Bank NJ Branch,this paper tries to construct a new theoretical framework,and puts forward some suggestions on the marketing strategy of NJ branch of JS Bank.First,the adoption of new market segmentation,the market can not be simple layering,customer simple layering.But the use of large data to the market for scientific and reasonable subdivision;second,to provide differentiated products and services.At present,the number of banks is increasing,but they provide the homogenization of products and services are increasingly serious,so for different customers tailor-made different products and services are JS Bank NJ branch in the marketing strategy of a breakthrough.Third,to establish brand awareness,the use of additional value strategies,through technological innovation,service innovation and cultural innovation and other means to increase the extension of products and services and additional functions;Finally,establish the cooperation relationship with the customers,and through the deep analysis of customer needs,meet customer needs and even exceed customer needs,To provide customers with additional value to establish mutually beneficial and cooperative relationship.Finally,in order to ensure the implementation of the personal financial business marketing strategy of JS Bank NJ Branch,the article also provides several safeguard measures:the construction of data system,the building of staff team and the marketing tools.Based on the literature analysis,contrast,interview,qualitative analysis and case study,this paper sums up the practical experience of personal financial business development of the NJ branch of the domestic and foreign commercial banks,and concludes a paper with practical significance.