Research On Marketing Strategy Of Personal Finance Business Of China Everbright Bank Nanchang Branch

In response to the increasing demand for investment and the low interest rate of traditional savings and finance,domestic commercial banks have launched various personal financial products and corresponding financial services.It not only greatly meets the individual investment needs of residents,but also enriches China’s financial service system and promotes the new development of the financial industry.In recent years,the development of personal financial services has shown a trend of diversification.It is changing from providing a single financial product to the allocation of family financial assets.The marketing mode of commercial banks’ personal financial services has shifted from the traditional offline business outlets to the online micro-blog,micro-letter and other new media marketing channels,and the marketing of financial products.The concept has changed from "product-centered" to "customer-centered",which has brought challenges to the development of individual financial services of commercial banks.Various changes highlight the current economic environment,changes in the state of the financial sector and the impact of the Internet environment,commercial banks have to break through the concept of marketing innovation.At the same time,the marketization of interest rate,the rapid development of Internet Finance and interbank business not only bring severe profit pressure to commercial banks,but also bring enormous competition pressure to various industries.The extensive development of commercial banks for a long time has resulted in imperfect customer structure,single product structure of personal financial services and business style.The low level of risk control and other issues are becoming increasingly prominent,bringing many challenges to the growth of personal financial services of commercial banks.Based on the case of Nanchang Branch of Everbright Bank and the current situation of its personal finance business,this paper analyzes the current situation and problems of the personal finance business of Nanchang Branch of Everbright Bank with the combination of theory and practice,and based on STP theory and 4PS theory.Put forward feasible strategies and suggestions.The article is divided into seven chapters,the first chapter is the introduction,mainly on the background of the development of personal financial services of commercial banks,the significance of this study,research status at home and abroad,etc.to lay a theoretical and practical foundation for the later study;the second chapter is a review of related theories,focusing on the concept of personal financial services The third chapter is the analysis of the status quo of the personal finance business marketing of Nanchang Branch of Everbright Bank.First,it introduces the general situation of the personal finance business development of Nanchang Branch of Everbright Bank.Then it investigates the marketing situation of the personal finance business of Everbright Bank and analyzes the existing problems and reasons.In order to analyze the environment,PEST,Porter’s Five-Mile Model and SWOT are used to analyze the macro-environment,competitive environment and micro-environment of the development of the personal finance business of Nanchang Branch of Guangda Bank,in order to clarify the market positioning and specific strategies of its personal finance business development.Personal financing business marketing strategy,the first choice is to clear its market positioning,and then combined with 4Ps theory from the product strategy,price strategy,channel strategy and promotion strategy and other aspects of the proposal;Chapter 6 is the guarantee of recommendations,from the quality of employees,scientific performance evaluation system,strengthen the construction of customer relationship management system and construction The seventh chapter is the conclusion and future prospect of this paper.