The Study Of FS Bank Personal Finance Products Marketing Strategy

In recent years,limited by the scope of personal investment,the personal financial services of commercial banks are increasingly sought after by financial consumers,and the number of issuance and raised amount have repeatedly reached new height.Personal financial services are quite extensive,among which,personal financial products,with the characteristics of wide business scope and higher yield,have become an important source for banks to attract target customers and improve their own income while attracting investment from residents.Affected by the bank’s sizes and resources,as FS City financial market competition gradually increased,in the process of its personal financial product marketing for FS Bank,there are some problems.For example,higher homogenization level of personal financial product,not enough professional qualities in the marketing department,lack of professional financial marketing personnel and relatively simple marketing methods are common problems.Especially based on 4P marketing strategy,not enough attention has been paid on financial consumers’ demands,and banks can’t provide the FS City financial consumers for different personal services.As the financial consumers’ individual and different demands have increased,the effect of personal financial products marketing is not ideal,even in a choke point.Behavioral intention is an important research direction of consumer behavior theory.By focusing on the deep and detailed research on the behavior and motivation of consumers in purchasing personal financial products,the factors influencing consumers’ decision-making process and their correlations are revealed.It can not only serve as the data and information analysis basis and tools for commercial banks to develop personalfinancial products,but also provide useful references for commercial banks to better develop personal financial products from a customer-centered perspective.In this way,financial enterprises can make corresponding marketing strategies of personal financial products based on consumers’ behaviors.Therefore,in recent years,more and more attention has been paid to the financial markets in China.This paper is mainly through the methods of questionnaire investigation and quantitative analysis,using the theory of planned behavior,and the FS Bank personal financial business situation is summarized.Having analyzed on the basis of the current marketing strategy and its effect,based on the financial consumers’ behavioral intention survey,FS Bank personal financial products marketing strategies are put forward including the improvement of financial consumers’ demands,cost strategy,convenience strategy and communication strategy.In order to ensure the effective implementation of 4C marketing strategy,this paper puts forward corresponding suggestions from the perspectives of building internal and external environments matching the improvement of marketing strategy,strengthening the construction of marketing team and internal marketing.It is hoped that it can provide beneficial exploration for FS Bank to break the choke point of personal financial products and realize the goal of expanding customer groups and sales amount of personal financial products.It should be noted that the personal financial products studied in this paper is a relatively narrow concept,namely RMB personal financial plan.