Research On Personal Finance Business Marketing Strategy Of W Rural Commercial Bank

In China’s economic transformation and upgrading of the new normal,interest rate marketization process,income growth for product demand and product diversity put forward higher requirements,financial investment number of customers presents an upward trend,especially for bank financial products and related business,has basically presents a good momentum of rapid expansion and steady development.The development of financial management business can drive the substantial improvement of bond investment ability,scientific research ability and marketing ability,which is an effective way to enhance the innovation ability of banks and enhance their competitiveness.Most of the banking industry has gradually taken personal finance and related supporting businesses as the focus of the development of its new business forms,and the development of personal finance business is ushering in new development opportunities.This paper takes W rural commercial bank as a research case,with personal finance services as the research object,through the investigation and research of the financial marketing personnel and managers of W rural commercial bank,Field visit to the marketing environment of W rural commercial bank,straighten out the current marketing status of the personal finance business of W rural commercial bank,using STP and 7Ps theory to point out the problems and causes of W rural commercial bank personal finance business in the current service marketing model,detailed analysis of the market positioning and target population of W rural commercial bank,using questionnaires and other research methods to analyze the macro and micro environment in detail,list the SWOT strategy matrix,identify an appropriate development strategy.Compared with other banks in the same region,the personal finance business of W rural commercial bank commercial bank is small in scale and slow in development.In order to seize the lead in the fiercely competitive finance market,the only way to rapidly transform the personal finance business is the only way to effectively improve the market competitiveness.Based on the analysis results,the W rural commercial bank audience and target market,from occupation,income level,age,bank deposits(family net asset value),risk appetite,loyalty,etc.,using the local big data system analysis market segmentation,optimize the integration of resources information,form personalized,differentiation,customized marketing strategy.Using STP and market segmentation theory to determine the market positioning of W rural commercial bank,that is,expand and optimize marketing channels,build financial brand advantages,deeply develop regional customer resources,establish professional service marketing mode,and design financial products with urban and rural financial characteristics that satisfy local residents.Carry out "characteristic financial management" business,independently develop and manage some characteristic financial products,and at the same time,vigorously develop commission sales and investment advisory business,to ensure the stability of customers and market share.Using 7Ps service marketing theory put forward service marketing strategy design,refer to the head agribusiness bank transformation experience,puts forward the practical built agricommercial bank financial business development alliance,public platform,training center,operational outsourcing services,strengthen regional agribusiness cooperation,realize the transformation and upgrading of financial products and regional residents property income increase the new development pattern.To improve the feasibility of service marketing strategy,combined with W rural commercial bank reflects product fuzzy audience,market positioning is not clear,marketing strategy such as vitality,in organization,manpower,capital,risk control safeguard measures,to continue to help its personal finance business,optimize supporting quality products to provide reference.