Research On The Marketing Strategy Of ICBC’s Personal Wealth Management Business Under The Background Of Internet Finance

With the rapid increase of disposable income of residents in China,the concept of personal finance and investment has gradually strengthened,and the demand for financial services has gradually become diversified.The development of personal finance business has good prospects for the financial industry,but it also produces a series of negative problems.Therefore,it is necessary to analyze and solve the problems existing in the development of personal finance business of commercial banks in China.Firstly,this paper clarifies the research background and significance,and analyzes and summarizes the current domestic and foreign research on the marketing strategy of bank personal wealth management business under the background of Internet finance through literature review.Based on the recent research results in this field at home and abroad,this paper defines the research scope of this paper,and with the help of 4Ps marketing theory,precision marketing theory,network direct marketing theory Network integrated marketing theory and other theoretical basis.In view of this,this paper takes industrial and Commercial Bank of China as the object of case analysis,combined with its public financial data and the latest industry data in the financial field such as banking,and on the basis of analyzing the impact of Internet Finance on the personal wealth management business of industrial and Commercial Bank of China,reviews the current development of personal wealth management business of commercial banks in China as a whole;Then,based on the analysis of the positive and negative effects of Internet Finance on ICBC,it is clearly pointed out that there may be the following problems in the current marketing of personal wealth management business of ICBC: serious homogenization of wealth management products,insufficient online channel marketing,weak risk compliance awareness of marketers,lack of professional ability of marketers,etc.In view of the problems existing in the development of personal finance business of ICBC,and then on the basis of cause analysis(risk prevention and control restricts product innovation,business processes are cumbersome and complex,personnel training mechanism is not perfect,etc.),it clearly points out the current situation,existing problems and cause analysis of personal finance business marketing of ICBC.Through the SWOT analysis of the marketing of personal wealth management business of ICBC,we seek to find out the path to solve the current problems of ICBC.Finally,this paper optimizes the four major marketing strategies with the help of4 Ps marketing theory,and carries out precision marketing through big data CRM system,etc.to cope with the impact of Internet Finance with the network marketing strategy,correspondingly solves the three existing problems of ICBC mentioned in the above chapters,and puts forward corresponding safeguard measures from the perspective of perfecting 4Ps marketing strategy,online and offline precision marketing and risk control system construction.