| In recent years,China’s personal finance business has developed rapidly.Major commercial banks regard it as an important source of profit,and pay more and more attention to the development of financial business.Since its establishment,bank N has made great efforts to promote its own financial management business,and has made some achievements and accumulated a lot of experience.However,compared with its advanced counterparts at home and abroad,there are still many shortcomings.It is of great significance to improve the market competitiveness of bank N’s personal finance business whether we can proceed from the reality of bank N and adopt appropriate financial marketing strategies to make up for the weaknesses.The purpose of this paper is to make a comprehensive and systematic analysis of bank N’s personal financial management marketing strategy based on the competitive market environment of domestic financial management business and mature marketing theory,and to put forward corresponding solutions to the problems and shortcomings in the process of bank N’s marketing,so as to improve the marketing strategy of bank N’s personal financial management business and enhance the financial management of bank N.Firstly,this paper systematically studies and combs the relevant theories of marketing,and combines with the financial management business of banks to carry out targeted collation and interpretation.Subsequently,under the guidance of classical marketing theory,this paper conducts in-depth and detailed research and evaluation on the basic status quo,shortcomings and causes of problems of personal financial marketing of bank N.The analysis shows thatthe following shortcomings exist in the marketing of financial products of bank N:unreasonable market positioning,unreasonable product structure,unreasonable pricing,lack of effective means of product promotion,etc.Compared with the advanced counterparts,there is still a certain gap.It is urgent to put forward the strategy improvement plan on the basis of theoretical research.Finally,aiming at the main problems existing in the marketing strategy of financial products of bank N,this paper puts forward specific suggestions for improving the marketing strategy of financial products of bank N,including strengthening the market positioning,strengthening the innovation of financial products,improving the service quality,improving the construction of marketing channels,strengthening the scientific pricing of financial products,and training professional financial management teams. |
