Research On Marketing Strategies Of Personal Financial Services Of Commercial Banks In China

In the past five years,China’s economy has continued to grow,national income has also increased,and residents’ spare funds have been accumulating.Traditional financial products such as savings can no longer meet the residents’ expectations for high returns.However,commercial banks’ personal financial products have always performed well in history.Residents’ recognition of personal financial services is getting higher and higher.Commercial banks have taken personal financial management as their main business,and the market competition is increasingly fierce.Bank A is a city commercial bank.Personal financial services have developed rapidly in recent years,but there is still a big gap compared with big banks.In the face of fierce market competition,bank A must change its existing marketing strategy in order to gain a place in the current market.Personal financial management marketing is a process in which financial management practitioners transmit financial management products to target customers through effective marketing channels by means of promotion.The key links in this process include:financial professionals,promotion methods,marketing channels,financial products and target customers.This article through the questionnaire survey method to understand the customer’s financial psychology and financial habits,found bank A’s current personal financial business marketing problems.There are mainly:unclear market positioning,product design defects,unreasonable pricing,lack of marketing channels,weak promotional means,and lack of professional financial personnel.This article uses SWOT matrix analysis to get the marketing strategy of bank A’s personal wealth management business,and combines the marketing combination theory to organize and summarize the improvement suggestions of bank A’s personal wealth management business marketing strategy from the aspects of market positioning,product,price,channel,promotion,and management.