Marketing Strategy Optimization Research Of Personal Financial Management Business Of Bank Of Communications

With the continuous increase of national income and the rise of Internet finance,the traditional banking business is shrinking,the position of personal financial management business is significantly improved,and with the fierce market competition,the traditional banking industry is facing severe challenges.As one of the five state-owned commercial banks,Bank of Communications regards "building Chinese best wealth management bank" as its corporate vision,and is ready to meet the challenges and opportunities of the new era.In the pursuit of stable and rapid development,the importance of marketing is constantly highlighted.Effective marketing strategies can not only guide enterprises to carry out marketing activities reasonably and efficiently,but also have a significant meaning for their long-term development.According to the change of market,commercial banks should adjust and optimize the marketing strategy in time and guide the marketing activities scientifically.Therefore,it is of great practical value to explore the optimization of marketing strategy of personal financial management business of Bank of Communications.This paper takes the Bank of Communications as the research object,from the real perspective of a retail customer manager of the Bank of Communications,combined with daily feeling,on the basis of modern marketing theory,analyzes the current situation and optimization direction of personal financial business marketing strategy of the Bank of Communications.Rooted in the practice of the operation and management of the basic branches of the Bank of communications,this paper analyzes the problems according to the order of putting forward,analyzing and solving them.First of all,this paper briefly introduces the Bank of Communications and its personal financial services,analyzes the internal and external marketing environment of it,and clarifies the opportunities and challenges in the development.Secondly,it expounds the current marketing strategy of personal financial management business of Bank of communications,analyzes the existing problems from seven aspects of product,price,channel,publicity,personnel,process and tangible display,among which,the more prominent ones are serious product homogeneity,insufficient investment in emerging hot spots,traditional customer maintenance means,unreasonable display design,serious brain drain,and poor continuity of service processes.Then,it analyzes the reason in depth.Next,it uses STP marketing strategy to clearify the marketing direction of focusing on the development of private bank customers,striving to expand medium and high-end customers,and developing basic customers in batches.At the same time,using 7Ps theory tools,the paper puts forward seven optimization suggestions,such as customer segmentation role,precise personalized push,service process tracking management,matching post cross incentive policy,establishing customer equity integral system,using experiential marketing to increase community influence.Finally,it lists the safeguard measures of organization,personnel,and technology.This series of work laid a foundation for the Bank of Communications to formulate a scientific and reasonable personal financial business marketing strategy.Based on the daily work experience of a grass-roots customer manager,this paper designs a comprehensive marketing plan that meets the needs of development with the support of modern marketing theoretical tools.The purpose of this study is to provide the Bank of Communications with some ideas to improve the current situation of personal financial business marketing,establish unique market competitive advantages,and substantially improve the level of financial products,service quality,and maintain a stable long-term relationship with customers.For some problems that traditional banking industry facing tegother in the current situation,this paper also has reference significance.