Marketing Strategy Analysis Of Personal Finance Services Based On Mental Account Of Bank Of Communication

In recent years,with the economic development entering the "new normal" and the economic growth slowing down,and with the continuous promotion of China’s market interest rate,China’s commercial Banks have gradually locked their eyes on personal finance services,which have broad development prospects and huge market space.With the increase of residents’ income,more and more residents begin to pay attention to the importance of personal asset allocation,and their demand for personal finance is becoming more personalized.In this period of co-existence of opportunities and challenges,how to solve the problem of residents’ capital utilization,optimize residents’ asset allocation and stimulate the vitality of the financial market has become an increasingly concerned issue for the government and Banks in recent years.And behavioral finance as the study provides theory basis for investment decision-making behavior,economists will especially behavior science theory research into the psychological research in finance,the individual investors in asset allocation and decision making behavior deviation to do a thorough research and the prospect theory as the most widely used in the field of decision theory,mental account theory is derived on the basis of microscopic the importance of behavioral decision theory,is widely applied to the study of consumption and irrational behaviour and decision-making in the field of financial investment.This paper focuses on the individual’s investment psychology,establishes the "psychological account" as the entry point,and studies how the psychological account affects the financial behavior of individual investors,and thus explores the bank’s financial marketing strategy,so as to return the research on the bank’s personal finance business marketing to the research on the behavior of individual investors.First of all,based on the review of domestic and foreign research on psychological accounts,this paper summarizes the current situation of the development of personal finance services in the bank of communications from the theoretical level and points out some existing problems.Secondly,it mainly describes the development status and existing problems of personal finance services of the bank of communications,and develops a theoretical research method based on psychological accounts.After obtaining relevant survey data of 288 personal finance customers of bank of communications,SPSS linear regression was used to analyze the impact of income source on personal investment preference,and psychological accounts of different investors were divided according to risk level.Finally,based on the analysis results of the psychological account theory,this paper expounds the analysis conclusion and policy Suggestions of the marketing countermeasures of the financial services of the bank of communications,so as to provide theoretical guidance for the healthy development of the personal financial services of the bank of communications in the future,and enable the bank of communications to stand out from the competition of the financial services of many commercial Banks.