Study On Marketing Optimization Strategy Of Personal Financial Management Products Of Bank H Dalian Branch Under The Background Of Internet Finance

Since entering the 21st century,China’s economy has shown a good growth trend,the gross national product has steadily increased,and economic development has led to the prosperity of the financial industry.As an important role of the financial industry,banks have become more and more mature in both the design of personal wealth management products and the management of funds.At the same time,the competition of the banking industry in the wealth management product market is becoming more and more fierce,and the market occupation is directly related to the growth of the size of enterprises and the sustainability of profits.As a global innovative bank,Bank H has been known for its customer viscosity and high net worth customer quality services in the past hundred years.How to continuously optimize and improve personal wealth management products and the choices made in marketing strategies are essential for its future development.At the same time,the development of Internet technology has led to major changes in technology,the trend of technology puts forward higher requirements for the financial industry,digital transformation is more and more widely used under the promotion of mobile Internet,big data and cloud database,the combination of the financial industry and the new Internet model appears in all aspects,with online services,third-party payment and customized private services as the main Internet financial forms,fully reflecting the characteristics of high efficiency,convenience,transparency and openness under Internet technology.At the same time,it also gets rid of the drawbacks of the traditional face-to-face service model of banks in the past,informatization also breaks the limitations of time and place,provides support for global interconnection and all-time service,and the trend of globalization provides more selectivity for global customers in financial management.However,the application of Internet technology is far from reaching the mature level,and the application of big data is still in the primary stage of digital application.How to correctly transition to the new development trajectory of Internet finance and avoid the impact of Internet finance on the original service products has become the main concern in the current financial industry.As a typical representative of the financial industry,how to formulate the correct marketing strategy of wealth management products in combination with the Internet background,and how to maximize the service satisfaction of customers are important problems facing all banks.H Bank is a leading position in the global banking industry,its branches and service institutions are spread all over the world,and the groups served include the world’s largest financial companies and excellent enterprises.In the face of the change of the new marketing environment brought about by the Internet,the development of H Bank has faced great opportunities and challenges.The success of financial institutions depends largely on their ability to assess new market opportunities,attract competitor customers,and improve the effectiveness of marketing strategies.Bank service marketers must understand that the most effective approach is to design marketing portfolios and implement marketing plans for selected segments based on the analysis of market demand in different segments.Therefore,starting from the marketing strategy of personal wealth management products of Bank H Dalian Branch,combining with the current new background of Internet finance,this paper discovers the problems faced by enterprises,focusing on the current network platform under Internet finance,using informatization technology to build an intelligent platform,and then improving the degree of innovation on the uniqueness of its products,by enriching the product type to match the customization needs of specific customers,and finally on the basis of external financial background and internal product innovation,paying attention to the formulation and application of marketing strategies,and putting forward suggestions for its transformation and development.In this paper,the characteristics of the current internal wealth management products of Bank H Dalian Branch are analyzed,and the marketing strategies of their personal wealth management products are understood by means of questionnaire investigation and field inquiry.The advantages and disadvantages of their personal wealth management products and the opportunities and challenges faced in the current Internet background are macroscopically analyzed by using the SWOT analysis method in marketing,and the main problem focus of the current marketing strategy of Bank H Dalian Branch is found.Because the marketing strategy of wealth management products finally serves customers,in order to understand the attitude of demanders,the paper implements the design,distribution and recovery of customers’ marketing questionnaires on wealth management products in combination with the questionnaire survey method in data statistics,and finds that Bank H Dalian Branch has a series of problems such as insufficient product innovation,insufficient product pricing,insufficient product promotion,less marketing channels,insufficient flexible service process,insufficient image display,and insufficient personnel allocation.Most of these problems are due to financial market problems arising in the context of the Internet,and there are also H banks that do not achieve optimal results in positioning and selection.In the face of the above problems,this paper puts forward optimization from the "STP" and "7P"strategies in marketing strategies,including target market selection and positioning optimization,improvement and innovation of product strategies,all-round promotion strategies,expansion of marketing channel strategies,differentiated service pricing,optimization of talent construction strategies,optimization of service process strategies,strengthening the construction of risk prevention and control systems and tangible display strategies and other specific suggestions,which puts forward higher requirements for the service of personal wealth management products of Bank H Dalian Branch,fully refines the customer improvement suggestions in the above marketing strategies,is conducive to highlighting the heavy encirclement in a fierce competitive environment,giving full play to its own advantages,better meeting customer needs,forming wealth management products with its own characteristic brand,maintaining the attractiveness of customers in the service process,and ensuring that Bank H Dalian Branch occupies industrial advantages and its financial management business can develop for a long time.