Research On Marketing Strategy Optimization Of Financial Products Of Bank X Under The Background Of New Regulations Of Capital Management

In 2018,China promulgated the guiding opinions on standardizing the Asset Management Business of Financial institutions(referred to as the "New regulations on Capital Management").The promulgation of this new rules aroused the shock of the entire financial community.The main purpose of the new regulation is to standardize the harmony and stability of the whole financial market,unify the new regulatory standards in the management of similar assets and products,and effectively control the risks of the financial market to a certain extent.In order to guide more funds to the real economy,support the adjustment and upgrading of the whole economic structure,so as to promote the continuous development of the whole economy and society.With the liberalization of Internet finance and financial policy,the development of financial market is entering fast."Financial deepening" has brought great impact to the development logic of traditional "passive debt" and "deposit bank" in China’s banking industry,and banks have made great efforts to manage their assets.It is not only to comply with the vigorous development of China’s capital management market and meet the objective requirements of the era of large capital management,but also to speed up the expansion of the inevitable choice.In the era of new rules of capital management,promoting the development of financial management business is an important strategic measure for commercial banks to achieve sustainable and long-term development.In recent years,the asset management business with financial management business as the core has developed into a large number of domestic enterprises at present.The focus of the asset management layout of commercial banks has made good achievements.The comprehensive and rich series of financial products of commercial banks has become a leader in the industry,and commercial banks are also constantly promoting the development of financial management business.And achieved good results.X Bank,as a member of commercial banks,also attaches great importance to the development of personal financial products market under the background of the new regulations on capital management,but from the perspective of the market development effect of personal financial products,The market development of financial products and financial services is restricted.How to refine the marketing scheme according to the actual demand of the development of the personal financial product project of Bank X is an urgent problem to be dealt with in the personal financial product project of Bank X.In this paper,the development of personal financial products project of Bank X is taken as the main research object.First of all,the market environment of personal financial products project of a bank is fully studied.In the aspect of market environment,this paper analyzes the present situation of personal financial products in China in an all-round way,and then analyzes the external environment and internal environment of a bank in turn.The formation of a bank personal financial product project development of the internal and external environment of the overall understanding;Then it focuses on the analysis of the current situation of the development of personal financial products project in a bank and the investigation of the status quo.Through the investigation of the current situation and development situation of the development,we fully realize that the personal financial product project of a bank is at present.Then,aiming at the development and design of a bank’s personal financial product project,this paper focuses on the market segmentation,market positioning and market development of a bank’s personal financial product project.Finally,combined with 4p marketing theory,this paper makes an all-round analysis of the promotion of a bank’s personal financial product project,in order to form a set of research conclusions from the development to the promotion of the bank’s personal financial product project.So as to improve the market competitiveness of X Bank,promote X Bank to achieve better and faster development.