Study On The Marketing Strategy Of HY Branch Of Rural Commercial Bank For Personal Finance Products

In recent years,the rapid development of the national economy has improved the material and cultural level of residents,opened the market for per sonal finance services,and expanded the demand for financial services,providing opportunities for HY branch of rural commercial bank.However,commercial Banks successively launched financial products with their own brands to fight for market share,leading to fierce competition in personal finance.In addition,due to the characteristics of financial products that are easy to be copied,serious product homogenization phenomenon appears.Therefore,it is urgent to innovate and upgrade fin ancial products.With the development of Internet technology,the marketing ch annels of financial products have also diversified.To explore financial benefits in the complex financial environment,the bank of agribusiness,HY the key is to analyze problems of financial management products in arketing,financial products suitable for the bank market marketing strategy,adjust the structure of research and development new product to fit the development of era,the bank’s personal finance product business long-term sustain able developm ent.The paper paper try to agri-businesses HY branch bank personal finance products as the research object,through the detailed survey of HY branch marketing staff and customers as well as to the m anagement of in-depth interviews,to understand and analysis of the present stage HY branch bank personal finance product marketing present situation,summarizes HY branch in terms of the existing problems,and according to personal finance product marketing problem put forward the corresponding countermeasures.First of all,based on the analysis of the development status and trends of personal financial products industry,the HY sub-branch financial products are compared with other Banks to find out the sh ortcomings,and the questionnaire survey is adopted to understand the customer needs and summarize the problems existing in the marketing of HY sub-branch financial products.Secondly,the traditional marketing theory is used to analyze the market environment from the macro and micro perspectives.On this basis,the SWOT analysis theory is used to analyze the strengths,weaknesses,opportunities and threats in this environment.Then,the STP analysis theory is used to subdivide the clients of HY branch,and market positioning and market target are determined according to the characteristics of their products.HY rural commercial bank customers were identified as VIP customers,important customers and general customers,and the income level of the group of 100,000 to 800,000 as the target customers.Finally,combined with the above analysis,this paper proposes marketing strategies for HY rural commercial bank’s financial marketing in four aspects:product,price,channel and promotion.In order to better develop the financial services of HY rural commercial bank and the marketing strategy of personal financial products,five implementation Suggestions are put forward to improve the quality level of managers,implement the precision marketing strategy,optimize the customer management mechanism,establish the customer information database and deal with the new changes in the market and policy.The innovative comprehensive application of PEST theory,SWOT theory,STP theory and 4P theory provides a reference for HY rural commercial bank’s subsequent marketing direction of financial products.