XY Bank Taiyuan Branch Community Bank Wealth Management Product Marketing Strategy Research

With the healthy and rapid development of my country’s economy,the income of my country’s residents continues to increase.For banks,the marketing income of wealth management products is one of their main sources of profit.The development of the market economy and the needs of residents for investment and wealth management have promoted the establishment of more and more community banks,which not only satisfies the needs of Chinese residents for wealth management,but also promotes the development of community wealth management services,bringing more benefits to my country’s banking industry.Development Opportunities.At this stage,the marketing of bank wealth management products is the key to its profit growth.As a whole,community banks are small-scale enterprises,and their service targets are mainly surrounding individual residents.Therefore,various financial and financial management services of community banks also need to be reasonably formulated according to the actual needs of surrounding individual residents,and differentiated and personalized.Financial products and services.While the wealth management business continues to develop,banks need to improve the marketing of wealth management products of community banks to provide customers with better services,improve customer experience and improve service satisfaction.XY Bank is a typical joint-stock commercial bank,with good marketing performance and a wide range of customer groups,and has achieved good profit goals through the implementation of various wealth management services and loan services,but its community bank is not good in the marketing of wealth management products.Relatively lagging behind,in this regard,it is necessary to put forward a reasonable improvement strategy for the marketing of wealth management products of the community bank of XY Bank Taiyuan Branch.This paper takes the marketing of wealth management products of the community bank of XY Bank Taiyuan Branch as the main research object,using the methods of literature research,statistical analysis and questionnaire survey,based on the related concepts and theories of community banks and wealth management products,around XY Bank Taiyuan Branch’s community bank’s specific marketing of wealth management products,analyzes the problems existing in the marketing process,and conducts a detailed study in combination with the internal and external actual environment.The research of this paper mainly follows the idea of asking questions,analyzing problems and solving problems.Among them,putting forward the problem is chapter 1,chapter 2 and chapter 3,analyzing the problem is chapter 4,solving the problem is chapter 5,chapter 6 and chapter 7.Facing the diversified and personalized development of wealth management products in the market,XY Bank Taiyuan Branch must combine the actual needs of customers and improve the overall competitiveness and market share of the wealth management business of community banks through continuous improvement in the marketing of wealth management products of community banks..Combined with the results of the questionnaire survey and data analysis,around the STP marketing strategy,it is clear that the target market’s customer groups are mainly women aged25-50,their occupations are mainly freelance,and the annual income is 100,000-500,000 yuan.Combined with the 7P marketing theory,Formulate specific marketing strategies for community bank wealth management products of XY Bank Taiyuan Branch.Through the research of this paper,some conclusions are drawn.First,through the analysis,it is concluded that the current problems in the marketing of wealth management products in the community bank of XY Bank Taiyuan Branch.Second,around the product,price,channel,promotion,personnel service,process management and tangible display,targeted improvement measures are put forward.Third,the improvement of the marketing strategy of wealth management products.Since the current problems in the marketing of wealth management products of community banks are common in the development process of community banks,the research in this paper can also provide reference for the improvement of other community banks.Taking this as a starting point,we will actively respond to the constant changes in the external market environment,continuously improve customer experience,increase the profit level of community bank wealth management products,and promote the development of my country’s community economy and the improvement of bank marketing.