On The Marketing Strategy Of Personal Financial Products Of City Commercial Banks

In recent years,with the continuous development of China's economic level,led to the rapid growth of household wealth.The increasing demand for investment and the increasing awareness of financial management provide a good opportunity for commercial banks to develop personal financial services.Therefore,it is an urgent task for commercial banks to seize the financial management market of different ages,launch the characteristic financial management of different ages,reduce the homogeneity of financial products,and push the traditional financial management products of commercial banks to the Internet financial market.Qilu Bank is a local city commercial bank,which has some disadvantages in national influence,popularity,capital scale,product type and so on.Based on this,this paper takes Qilu Bank as an example to analyze the marketing strategy of personal financial products of local commercial banks.Based on the current situation of domestic and foreign banks,this paper uses questionnaire survey method,PEST analysis method and STP theory to segment the personal financial market of Qilu Bank.Select the appropriate marketing theory for discussion,such as life cycle theory,financial innovation theory and so on.After the analysis,found the problem of market positioning,lack of marketing mechanism,network construction defects,shortage of talent and other issues,and formulated the corresponding marketing strategy.Finally,I also put forward the safeguard measures to ensure the effective implementation of the new strategy.I hope that by studying the marketing strategy of Qilu Bank's personal financial products,Qilu Bank and other local banks can perfect their own marketing strategy and expand the market of personal financial products,create higher economic benefits to provide some reference value.