Study On On Marketing Strategy Of Personal Financial Products Of Agricultural Bank A Branch

China’s commercial Banks have been following the traditional business model,mainly relying on deposit and loan interest margin to obtain high profits.With the rapid development of China’s economy,the income of urban and rural residents has increased,and residents’recognition and trust in personal financial products have gradually increased,and residents’demand for asset appreciation and preservation has become more and more vigorous.Mixed management and with the market and the market economy gradually open,insurance companies,securities companies,fund companies and other non-bank financial institutions also scrambling to develop personal financing business,at the same time,balance and wealth tenpay treasure "Internet+" era under the background of rapid development and accepted by the market,products are also divided up the traditional management mode of the bank’s market,already made a fierce personal finance market is becoming more smoke.Therefore,in order to meet the needs of the market,all commercial Banks actively carry out personal finance services and strive to occupy a place in the financial market.Residents to meet the growing demand for investment,optimize the structure of its business,commercial Banks must intensify efforts to develop intermediate business,through the personal finance products lead to the development of bank loan business,the stability of the original stock of the customer at the same time,actively explore new customers,to enrich their own customer reserves,for commercial Banks to create more value.For commercial Banks in China,however,A particular branch of personal finance products targeted marketing strategy analysis is relatively rare,so this article will focus on agricultural bank A branch problems existing in the development of personal finance business,put forward in accordance with the branch personal financial business market development strategy,this to sustainable development of ABC A branch personal financial management business is of great significance.Firstly,this paper introduces the research status of personal finance products marketing strategies at home and abroad,and concludes that the increasing demand for personal finance products and the rapid development of China’s economy have brought a broad market to commercial Banks.Through understanding the basic situation,marketing strategy,reading relevant literature of agricultural bank of China A sub-branch,and conducting structured questionnaire survey to customers and staff,we summarized and analyzed customers’ investment behavior characteristics,risk preference,financial product preference and existing problems at the present stage.Survey results show that the agricultural bank A branch there are investors access to personal finance product information channel is unitary,financial product homogeneity serious,promotion effect is not obvious,the customer service quality is not high,although investors’ investment behavior exist certain groups differ,but the product yield and quality of service is always the key factors influencing the investors to make decisions.Then,this paper USES PEST analysis,porter five model and SWOT analysis of ABC A branch of in-depth analysis of personal finance product marketing environment,and then based on the STP analysis,7P marketing strategy,product strategy,channel strategy,promotion strategy,customer service strategy four dimensions to design A targeted marketing strategy,improve the ability of A branch bank personal finance product marketing services and promote the sales of individual wealth management products.Finally,in order to ensure the implementation of the marketing strategy of personal finance products,corresponding guarantee measures are provided from the three directions of organizational system,human resources and capital allocation,so as to realize the goal of assisting the implementation of the marketing strategy on schedule.It is expected that this study can play A positive role in the marketing of personal finance products and the improvement of customer experience for agricultural bank of China A sub-branch.