Research On The Improvement Of Marketing Strategy Of Personal Wealth Management Business Of S Ban

Relying on the rapid development of China’s social economy,the life of the Chinese people is becoming richer and richer,and the wealth of the Chinese people is accumulating.With the growth of per capita disposable income and idle funds,Chinese residents pay more and more attention to the preservation and appreciation of their assets.It is obvious that the traditional savings business in the past has been unable to meet the financial needs of residents,so personal wealth management business has got a certain development space.As an indispensable and important role in China’s economic life,the role of commercial banks in the development of national personal wealth management business has also been widely concerned.In addition,because investors’ cognition of personal wealth management is also gradually clear,and then their investment intention is gradually strengthened.At the same time,people have higher and higher requirements for wealth management services.For the promising personal wealth business market,it also tests the strength of personal wealth management business of commercial banks.Firstly,this paper expounds the research background and significance.After sorting out the wealth management literature and business development at home and abroad,it is found that there is less research on the development mode of personal wealth management business under the current new market environment.Therefore,this paper takes s bank as an example to study it.Secondly,it studies and summarizes the theoretical basis of wealth management,combined with "7p" marketing theory,consumption behavior theory and customer relationship theory to lay a theoretical foundation for this paper.Then it summarizes the excellent experience and industry development trend of wealth management business of domestic and foreign commercial banks,and obtains the enlightenment to the development of s bank.This paper introduces the development and marketing status of personal wealth management business of bank s in recent years,analyzes the marketing status of bank s,and provides a real and reliable environmental basis for the proposal of marketing strategy.At the same time,through the stratification and interview of personal wealth management customers of bank s,sort out and analyze customer stratification data,purchase data and asset promotion data,understand the real feelings of customers and find the reasons for customer loss,It is found that the personal wealth management business of bank s has broken through the bottleneck and needs to be improved in the development process,and points out the marketing strategy of personal wealth management business of bank s.Using the methods of literature research,case analysis and data analysis,combined with the analysis of the research results of personal wealth management business at home and abroad and relevant marketing theories,formulate the design improvement scheme,put forward the improvement suggestions on the marketing strategy that can improve the personal wealth management business of s Bank for the corresponding problems,and put forward the safeguard measures for the improvement.Aiming at the marketing strategy problems found in the personal wealth management business of bank s,supplemented by the support of relevant marketing theories,this paper puts forward relevant improvement schemes.First of all,in order to promote the wealth management business of bank s,we should strengthen the effective cooperation and line linkage between various departments in the bank.In order to improve the service level and customer satisfaction.Secondly,in view of the homogenization of wealth management products,bank s needs to change the current investment structure of wealth products,so as to meet the diversified needs of customers to the greatest extent and promote them to the market.Thirdly,strengthen customer stratification and customer relationship management,implement one-to-many service strategy for basic customer groups,and provide one-to-one service for mid-range customer groups above platinum level.At the same time,s Bank also needs to pay attention to diversified marketing channels,improve customer expansion channels,expand high-end customers,and effectively use big data to strengthen wealth product informatization and multi-channel promotion.Finally,clarify the importance of wealth management talents to the bank’s business development,optimize the management assessment system and improve the ability of the wealth team.During the implementation of the improvement plan,in order to ensure the smooth progress of the plan,we should also establish a perfect management system of bank s,cultivate professional marketing talents,and set up special marketing expenses for the personal wealth management business of bank s.We should also strengthen the corporate culture construction of s Bank,speed up the construction of E-bank,and strengthen the data mining and analysis.