Research On Service Marketing Mix Strategy Of Individual Financing Business Of Changchun Development Rural Commercial Bank

With the acceleration of the country's urbanization process and the increase of private wealth,people's attitudes and attitudes towards wealth have undergone earth-shaking changes.Personal wealth management business has the characteristics of large batch size,low risk,wide coverage,stable income,and broad development prospects.The development potential is huge and has gradually become an important position for major banks to compete for.At the same time,the status and service awareness of commercial banks have also undergone tremendous changes.Since the development of the first phase of financial management by Changchun Development Bank of Changchun in 2014,although some achievements have been made and some experience has been accumulated,there are still some shortcomings compared with the traditional state-owned big banks.How to better shape the personal wealth management brand,enrich the brand connotation,and expand the brand's popularity and influence is of great significance to the development of Changchun's development of rural commercial banks.This article is based on this background,taking Changchun Development Rural Commercial Bank as an example to discuss how rural commercial banks can find their own personal wealth management business marketing strategy in the fierce market competition.First of all,this paper deeply studies the marketing theory and takes the 4s marketing mix theory as the core of the personal wealth management business marketing strategy.Taking Changchun Development Agricultural Commercial Bank as an example,it analyzes in detail the development status of personal wealth management business.Combined with SWOT analysis,it accurately analyzes the advantages,disadvantages,opportunities and challenges of its personal wealth management business marketing.Finally,it is concluded that Changchun Development Rural Commercial Bank has problems such as single product wealth management products,unclear brand and single investment channel.Under the premise of market segmentation,target market selection and decision-making,the 4Ps marketing mix strategy with product,price,channel and promotion as the main content was finally proposed.It is hoped that through the research of this paper,it will bring certain reference value to the marketing work of Changchun Development of Rural Commercial Bank's personal wealth management business.It can also provide some ideas for the marketing of personal wealth management products of other rural commercial banks of the same type.This article is divided into four chapters.The first chapter begins with the development of the personal wealth management business of Changchun Agricultural Bank of China.It lists the theoretical basis and document summary of classics at home and abroad,and finds out the existing problems and explores research methods and research.content.The second chapter derives the problems in marketing by analyzing the current situation of the development of personal wealth management business of Changchun Rural Commercial Bank.The third chapter mainly finds the marketing impact on the development of personal wealth management business of Changchun Rural Commercial Bank through macro,micro environmental analysis and SWOT analysis.The fourth chapter is mainly based on the previous contents for the development of the personal wealth management business of the development of the rural commercial bank in Changchun and the detailed analysis and summary of the problem,and propose a reasonable marketing strategy and implementation guarantee.