| At present,China’s financial sector and related financial institutions have been neglecting the important category of rural commercial banks based on the development of personal wealth management business.At the same time,the development strategy of most rural commercial banks’ personal wealth management business is not perfect.The income of this project is in the whole bank.The proportion of total income is quite small.These reasons have led to the current lack of attention of China’s rural commercial banks in the development of personal wealth management business.Therefore,in view of the marketing problems existing in the personal wealth management business of rural commercial banks,this paper puts forward a marketing strategy that is in line with the development of the personal wealth management business market of rural commercial banks in China,which is of great significance to the steady and healthy development of China’s banking industry and the entire financial industry financial market.This paper analyzes the current situation of the wealth management business of the Rural Commercial Bank by taking the personal wealth management business of Changchun Development Rural Commercial Bank as a case study,and further explores the marketing strategy of personal wealth management after developing the resources of the Rural Commercial Bank in the personal wealth management business,and analyzes the development strategy of Changchun Development Rural Commercial Bank implements the marketing implementation strategy of personal wealth management business.The main contents include: firstly introducing and analyzing the general situation of Changchun Development Rural Commercial Bank’s personal wealth management business and its problems in marketing;secondly,taking Changchun Development Rural Commercial Bank as the analysis object,according to the personal financial development of the company.The macro environment,micro environment and its own strength and characteristics,using SWOT analysis method,comprehensively analyze the marketing environment of Changchun Development Rural Commercial Bank’s personal wealth management business;Finally,after the market segmentation of Changchun Development Rural Commercial Bank’s personal wealth management business Select the target market,position the product competition,and propose to adopt a differentiation strategy.From the four aspects of product strategy,price strategy,channel strategy and promotion strategy,this paper studies the marketing mix strategy of Changchun Development Rural Commercial Bank’s personal wealth management business market,and proposes safeguard measures for the implementation of marketing strategy from the aspects of technology and personnel.This paper analyzes and summarizes the problems existing in the development of personal wealth management business of Changchun Development Rural Commercial Bank,and proposes countermeasures for banks,which provides a solution for how rural commercial banks can enhance the core competitiveness of personal wealth management business. |
