Research On Marketing Performance Of Personal Financial Services Of Commercial Banks Under The Background Of Digital Transformation

In recent years,with the continuous development of financial technology and the emergence of a large number of Internet financial enterprises,the personal financial services of commercial banks have been greatly impacted.Under the background of the change of consumption preference of financial customers and the increasingly fierce competition in the wealth management market,many commercial banks have begun to intensify the digital transformation in order to use information technology to improve operational efficiency.As another important factor affecting the development of personal financial services of commercial banks,marketing mode needs to be improved and upgraded urgently in the process of digital transformation of commercial banks.Therefore,it is of great practical significance to study the impact of digital transformation on the marketing performance of personal financial services of commercial banks and the promotion path.Firstly,based on the existing literature,this paper constructs the theoretical framework of digital transformation,marketing model and marketing performance of personal financial services of commercial banks.Secondly,select the HXB commercial bank as the research object,to investigate its digital transformation and marketing performance of personal financial services,analyze and put forward the shortcomings of the current marketing model of the commercial bank.Thirdly,the paper uses the questionnaire survey method to collect the information of customers who handle personal financial services in the commercial bank,and constructs the Ordered Probit model to carry out empirical research after processing the data,and examines the impact of digital transformation of commercial banks on their marketing performance of personal financial services.In order to evaluate the impact of digital transformation on the marketing performance of personal financial services in more detail,this paper further calculates the marginal probability impact of key explanatory variables on the explained variables.In order to verify the robustness of the regression results,this paper uses the ordered Logit model to test the robustness of the benchmark regression results.Finally,combined with practical investigation and empirical test results,this paper analyzes and discusses the digital transformation of commercial banks,marketing performance and marketing mode of personal financial services,and puts forward targeted suggestions on the promotion path of marketing performance of personal financial services of commercial banks.After building a comprehensive theoretical framework of the digital transformation of commercial banks,marketing model and marketing performance of personal financial services,this paper analyzes the current marketing situation of HXB commercial banks,and finds that the marketing model of personal financial services has not been improved to a suitable level while the commercial banks are steadily promoting the digital transformation.There are some problems in the personal financing business of the commercial bank,such as lack of innovation in product design,single price positioning,high dependence on traditional physical network marketing and low promotion efficiency.At the same time,the empirical results show that digital transformation can significantly improve the marketing performance of personal financial services of commercial banks.In order to further explore whether different aspects of marketing model play a mediating role in the mutual promotion relationship between digital transformation of commercial banks and personal financial services,that is,whether digital transformation indirectly affects customer satisfaction with personal financial services through different aspects of marketing model of commercial banks.That is,product design,product pricing,sales channels and product promotion are tested.The results show that personal financial product design,product pricing,channel sales and product promotion are the important means of digital transformation to improve the marketing performance of personal financial business of commercial banks.Combining the theoretical analysis and empirical analysis,this paper puts forward the optimization scheme for commercial banks to achieve the growth of personal financial marketing performance under the background of digital transformation from the three dimensions of commercial banks’ market positioning and marketing strategy,marketing model optimization path,and smoothing the operational risk of wealth management business.Establish its own market positioning and grasp the strategic direction of development.Make full use of the information platform built in the process of digital transformation,adjust the product design,product pricing,channel sales and product promotion mode of its own financial management business by integrating multi-channel information and paying attention to customer feedback mechanism,and actively try the development path of financial innovation to adapt to the development and changes of personal financial market,so as to smooth business.To improve the marketing performance of personal financial services.