Research On Marketing Strategy Of Guangxi JT-NX Bank-bank Cooperative Commission Sale Of Personal Finance Business

In 2004,China Everbright Bank issued the first commercial bank RMB wealth management product in the financial market,which opened the prelude to the personal wealth management business of my country’s commercial banks.By the end of 2021,the scale of personal wealth management issued by commercial banks exceeded 35 trillion yuan,and the number of products issued exceeded 100,000.With the end of the transition period for the new asset management regulations in 2021,some small and medium-sized banks and rural credit institutions have lost their wealth management issuance qualifications,and the personal wealth management business of commercial banks has fundamentally changed.For Guangxi NX,in 2018,it launched the bank-bank cooperation agency sales personal wealth management business with Guangxi JT Bank,becoming the first bank-bank cooperation model in Guangxi.However,many problems have also been exposed in the actual business process.In the face of fierce market competition,it is very important for banks to formulate scientific and effective marketing strategies to seek sustainable and stable development.This paper is based on the 7P marketing theory,and takes the marketing strategy of Guangxi JT-NX bank-bank cooperative agency sales of personal wealth management in the local wealth management market as the research topic.Firstly,it introduces the research status of domestic and foreign banks’ wealth management marketing strategy,and then uses the results of the questionnaire to analyze the marketing status of Guangxi JT-NX bank-bank cooperative agency sales of personal wealth management in the Guangxi market,and points out that there are problems: in terms of products,the degree of homogeneity of wealth management products High;in terms of price,lack of competitiveness;in terms of channels,insufficient online channel expansion;in terms of promotion,lack of innovation in form;in terms of personnel,insufficient staffing in halls and lack of professional talents;in terms of service,lack of active service awareness and low quality;tangible On the display,the publicity display is unreasonable.Then,based on the external environment,competition situation and the bank’s own strengths and weaknesses faced by the agency wealth management business in Guangxi,and at the same time synthesizing the STP market segmentation strategy,it proposes optimization suggestions for the problems existing in the current 7P marketing.It should be implemented including innovative product strategy,low price competition strategy,innovation promotion form,speeding up personnel training,service process tracking management and optimizing product display design marketing strategies.In addition,in order for the strategy to be successfully implemented,it is recommended to provide guarantees in three aspects: personnel organization,assessment and incentives,and technical services.Finally,the concluding part points out the shortcomings of this paper that needs to be improved.Based on the author’s own work experience,this paper puts forward targeted countermeasures and suggestions for the development of bank-bank cooperative agency sales of personal wealth management business,aiming to help Guangxi JT-NX bank-bank cooperative agency sales of personal wealth management business stand out in the fierce financial market competition,and also provide reference for other banks to develop marketing strategies for cooperating with agency sales of wealth management business.