Research On The Marketing Strategy Of Personal Wealth Management Business Of Y Bank Changsha Branch

With the continuous development of social economy,China's residents' wealth is also growing,people have a more urgent need for their own wealth preservation and appreciation.At the same time,the income of intermediary business brought by personal financial management accounts for an increasing proportion in the income composition of commercial banks,and personal financial management business has been highly valued by major commercial industries.In particular,the release of new regulations on bank asset management has brought greater challenges to the development of financial management business of commercial banks.Therefore,under the background of the rapid development of personal financial management of residents,how to tap the personalized financial needs of customers and implement more accurate and personalized marketing strategies has become the key issue in the marketing of China's commercial banks.On the basis of expounding personal finance,4P marketing theory,STP marketing theory,4C marketing theory,this paper first analyzes the marketing status of personal financing business of Y Bank Changsha branch;secondly,the paper deeply analyzes the problems faced by Y Bank Changsha branch in personal financing business marketing,such as insufficient innovation of financial products,lack of in-depth understanding and analysis of customers,and customer relationshipmanagement Low level,network hardware backward and other issues.Then it analyzes the marketing environment of personal financial services of bank y in Changsha branch by using SWOT theory;finally,the paper puts forward the marketing strategy selection of personal financing business of bank y Changsha branch from the aspects of product strategy,price strategy,channel strategy and promotion strategy,and proposes that the implementation of marketing strategy should be provided from the aspects of personnel training,scientific and technological support,mechanism supporting,etc It should be supported and guaranteed.This paper has important reference value for y Bank Changsha branch and China's commercial banks to develop personal financial services.