Research On The Marketing Strategy Of Personal Finance Products Of CCB ZD Branch

In recent years,with the continuous enhancement of China’s economic strength and the continuous increase of per capita disposable income,people’s increasing demand for safe,stable and diversified investment,financial products has provided sufficient objective conditions and solid material foundation for the rapid development of the personal financial industry.As an important source of income for commercial banks,personal financial management has long been the focus of competition among commercial banks.With the deepening of China’s interest rate marketization reform,the constricting of the level of bank interest rate,there is no further development advantages for the bank’s traditional profit model dominated by interest rate spread.On the other hand,the rapid development of Internet financial services has already had a huge impact on traditional personal financial services.Therefor,it’s so urgent for commercial banks to change the profit model and explore new profit growth points for the development of personal financial services.It is of great importance for promoting the development of commercial banks in the Internet financial era to develop intermediary business represented by personal financial management business,to take market demand as guidance,to pay attention to the development of innovative financial management products,and continuously to improve the marketing strategy of financial management products.Following the release of the new asset management regulations in 2017,the monetary fund policy in 2018 further regulated the internet wealth management product market,and the internet products connected with the monetary fund were hit.Facing the opportunity,CCB began to take the lead.CCB began to increase technical investment,to establish a database platform,to deeply excavate the original data of various businesses and production systems,and improve the marketing system of personal financial services.Taking the network as the carrier,the bank will provide customers with one-stop financial management service with consistent experience,and improve customers’ financial management experience in an all-round way.This paper takes the marketing strategy of financial products of ZD sub-branch of CCB as the research object,and studies the work of ZD sub-branch of CCB to improve the comprehensive competitiveness of personal finance services under the background of Internet finance.In view of the development of personal finance services of China construction bank ZD sub-branch,this paper focuses on the research on the marketing strategy of personal finance products of the secondary sub-branch.Based on the reality,this paper discusses the current situation and development of personal finance services of ZD sub-branch,and emphatically analyzes the existing problems.Through the combination of life cycle theory and precision marketing strategy,this paper introduces the basic analysis framework of financial service industry,and gives suggestions on the development of personal financial product business of CCB ZD sub-branch from three aspects,including strategic support,product marketing strategy and service marketing strategy,on the basis of customer value theory and relationship marketing theory.Combined with the actual situation,the improvement was made from the establishment of incentive mechanism,the strengthening of team building and the strengthening of risk control,which provided marketing guarantee for effectively identifying,maintaining,promoting and retaining customers at different stages.The optimization of the marketing strategy of personal financial products is conducive to the establishment of the "customer-oriented" marketing concept of CCB ZD sub-branch,the promotion of the ZD sub-branch of CCB’s understanding of the opportunities and customer behavior and demand in the external environment,and the more targeted response to the changing competitive environment.The development of this study will objectively improve the competitiveness of personal finance services of the basic business outlets of CCB,and has important practical significance for improving the construction and development of personal finance services of the basic business outlets of CCB.