Research On Marketing Strategy Of Personal Financing Business Of Inhuman Fanchang Branch Of Agricultural Bank Of China

Under the background of China’s steady economic development and entering the new normal,China’s financial system is becoming more and more perfect,the financial market is constantly opening up,and the traditional business methods and marketing concepts are also changing,which forces commercial banks to constantly promote new products,and the development of personal finance business is of great significance to commercial banks.Fanchang Agricultural Bank,as one of the important state-owned banks in the county,has been adhering to the principle of supporting agriculture,countryside and farmers,improving county financial service capacity,and striving to build the mainstream banks in the county.Fanchang Agricultural Bank has established a good reputation in Fanchang County since it began to operate personal financial business and sell financial products.The brand image of the bank’s golden key has been deeply rooted in the hearts of the people.As soon as it was issued,it quickly occupied the leading position in the county market.However,with the continuous opening of financial markets and the increasingly stringent financial regulatory policies,the impact of fierce competition among commercial banks,Fanchang Agricultural Bank of China’s personal finance business in the industry’s competitive advantage gradually disappeared,Fanchang Agricultural Bank of China’s personal finance business development and marketing needs to be transformed urgently.This paper mainly analyses the situation of Fanchang Agricultural Bank’s financial customers,grasps the relevant information and customer structure of Fanchang Agricultural Bank’s personal financial customers,and understands the current situation of personal financial business development of Fanchang Agricultural Bank based on the annual report of Fanchang Agricultural Bank in recent years,sales data of financial products and financial products issued by Fanchang Agricultural Bank,and then combines 4P theory and SWOT analysis method to analyze the individual of Fanchang Agricultural Bank In view of the advantages and disadvantages,opportunities and threats in the development and marketing of financial management business,this paper puts forward the strategies for the development of personal financial management business of Fanchang Agricultural Bank.