Research On Personal Financial Marketing Strategy Of M Bank Dalian Branch

China economic development has entered a new normal mode,and the contradictions and problems in its economic operation have become more prominent.In the face of the complicated and changeable domestic economic environment,commercial Banks have changed the previous operation mode of "emphasizing public service and neglecting retail",and transformed to personal finance business one after another to strengthen and enhance the overall core competitiveness.2019 is the first year of the retail business of Dalian branch of M and the year of the transformation of personal finance business.Personal finance business will accelerate from the single-wheel drive of scale growth to the two-wheel drive mode of scale and benefit growth.Under the strategic guidance of the head office in northeast China,Dalian branch of M promotes the rapid development of personal finance business through fine management,making it the benchmark branch of personal finance business in the system.This paper studies the marketing strategy of personal finance business of Dalian branch of M,discusses the current problems of personal finance business and the corresponding optimization strategies and suggestions.First of all,the relevant theoretical concepts are defined on the basis of studying the theoretical knowledge of management and consulting the relevant theoretical research methods of personal financial services.Based on the analysis of the development status of M Dalian branch's personal finance business,namely asset business,intermediate business and liability business,in combination with the 4P theory,the problems in the development of M Dalian branch's personal finance business are found.Combined with the current marketing environment of personal finance business,SWOT model theory is used to discover its own business advantages and opportunities,and to overcome threats and challenges to re-make strategic choices.Finally,the paper puts forward the specific plan of marketing strategy to optimize M Dalian branch's personal finance business.Take enterprise culture construction and team construction as the marketing strategy and measures of M Dalian branch.