Research On The Optimization Of Marketing Strategy Of Personal Financial Services In Commercial Banks

For commercial banks,one of the revenue points that cannot be ignored is personal financial management.As such businesses are accompanied by the advantages of low expenses,small hidden dangers,and considerable profit returns,they have been included in key intermediate fees by major banks.In addition to providing a large number of intermediate fees,the personal wealth management business will also enable banks to gain a considerable amount of customers,increase customer loyalty,expand the size of savings,and the customer's comprehensive asset stock,and ultimately promote the bank's retail sector to achieve coordinated progress.At this stage,the macro market has provided a dual impact on personal wealth management business.There are not only opportunities for development but also some risks.From January to June 2018,new rules for asset management were released,and this business segment was moving towards a stage of transition that was different from the past.Bank A is a standard type among Nation-wide joint-stock commercial banks,and with its competitors as a reference,it has gradually encountered various types of constraints in the personal financial management business,and the high-efficiency construction trend that has lasted for several years no longer appears.In order to promote Bank A's better retail financial results,construct a corresponding strategic layout,and enhance the economic effectiveness of the personal wealth management sector,the bank should focus on this business marketing status and subsequent development plans to conduct a special analysis.This article selects the sample of Bank A,focusing on the level of its financial marketing plan.First,it introduces the results of existing projects at home and abroad,summarizes the relevant main points,and selects the theoretical basis that the author considers suitable as the entry point for this analysis process: 5R theory.Then,this article relies on the data collected on the marketing progress and performance of Bank A's personal financial management field,and uses the SWOT method to give the analysis results of its internal favorable conditions,unfavorable conditions and external favorable conditions,unfavorable conditions.After discussing the process,I learned the specific situation of the personal financial field of the sample object,and discussed the substantial weakness of the corresponding field of the bank based on the 5R theory.In the end,this article revolved around the corresponding short board and along the 5R marketing mix,planned to derive a personal financial marketing strategy suitable for Bank A,covering five segments: upgrading customer acquisition capabilities,improving customer management,and strengthening itself Resilience,improve business return on investment,and improve customer experience.The author hopes that the above proposal can inspire the bank's implementation of personal financial marketing plans.Nowadays,Bank A's wealth management business is in a development stage where the competitive atmosphere is becoming severe.It is urgent to expand the scale of marketing,relying on existing chips,presenting relative competitiveness,relying on audience orientation,constructing a marketing mix cognitive structure,and designing heterogeneity.A more prominent and recognizable brand marketing route has contributed to the long-term growth of the bank's personal wealth management business.