A Research On The Development Of Personal Finance Services Of JS Bank

For more than 40 years of reform and opening up,residents' income levels have continued to increase.Financial industry,especially the retail financial industry,has grown rapidly.With the new regulation on wealth management products,banks need to innovate and improve service levels constantly so as to take the lead in the fierce market competition and gain more market share.Faced to interest rate liberalization and related national development strategies,JS Bank should seize the opportunity,expand business lines and seek business transformation.The article comprehensively uses comparative analysis,model analysis and other methods,from the perspective of bank marketing,to develop marketing strategies for JS Bank's personal wealth management business.The paper focuses on the analysis of the status of JS Bank's personal wealth management business.With the help of the PEST model,the external macro environment of the JS bank is analyzed,and with the help of the Porter's five-force model,the external industry environment of the JS bank is analyzed.For the internal environment,the four perspectives of product,price,price and promotion are developed.And we discuss the development strategy of JS bank's financial management business with the help of SWOT analysis and consider "WO" reverse strategy to be adopted by JS Bank.Then the paper expounds the main problems existing in JS bank's personal financial management business from the four dimensions of product strategy,price strategy,place strategy and promotion strategy under the guidance of 4P theory.Finally,we sum up and summarize the experience of industry-leading bank and put forward suggestions like brand strategy,talent construction,marketing channels and customer relations as well as supporting methods like risk control and science and technology innovation to improve JS Bank's personal wealth management business.The promulgation of the new regulation and the influx of a large number of Internet enterprises have brought China's personal financial products market into a new stage of development.On the one hand,this paper puts forward a regionaldevelopment strategy in line with JS Bank,which provides valuable suggestions for JS Bank to strengthen the management of related businesses.On the other hand,it has enlightening significance and reference value for similar banks in and outside the province,which is helpful for city commercial banks to bid farewell to homogeneous competition and realize differentiated development.