Research On Marketing Strategy Of Personal Finance Products Of Modern Commercial Banks—Based On MS Bank

In the current financial market,personal financial products have become the third largest profit-earning method for commercial banks after credit business and credit card business.In China,commercial banks have developed diversified and personalized financial products based on market customers’ personal wealth management needs and opportunities brought by social and economic development.In the context of the continuous improvement of product convergence,the competition of personal financial product market has become very fierce in China.Compared with the four major state-owned banks,the brand effect of non-state-owned commercial banks is relatively weak.Therefore,in the competition of personal financial products,the higher annualized interest rate is not enough to establish an advantage in the market competition.And with the development of the financial market,a large number of foreign banks have entered my country’s financial market.With the advantages of having more experience in financial products and the advantages of the products themselves,they have further compressed the development space of the personal financial products market of non-state-owned joint-stock commercial banks.Therefore,how to optimize the marketing strategies of commercial banks’ personal financial management products and form the market competitive advantages of commercial banks’ personal financial management products,has now been an in-depth research topic of Chinese commercial banks.This paper is about the research on the marketing strategy of personal financial management products in modern commercial banks.Taking Shantou Branch of MS Bank as the research object,it analyzes and comments on the research status of related literature at home and abroad after explaining the research background,theoretical and practical significance of this research.It is based on literature reading and induction and a large number of materials obtained during the field investigation stage.On the basis of fully grasping the development of Shantou Branch of MS Bank and the current situation of personal financial products,this paper analyzes the current situation of personal financial products marketing in Shantou Branch from the perspective of customer groups,organizational structure,marketing methods,marketing system applications,and marketing risk management.Then this paper describes the three major problems in the current development of personal wealth management product marketing in Shantou Branch of MS Bank : insufficient brand effect,strong product homogeneity,and the risk of bank net worth financial products and their causes.It aims to solve the marketing problem of personal financial products of Shantou Branch of MS Bank.And it formulates the strategy of "strengthening bank brand building and promoting personal financial products publicity" based on financial innovation theory as well as the strategy of "strengthening customer market segmentation and realizing differentiated product portfolio" based on Maslow’s Hierarchy of Needs Theory and STP Theory,and a "perfect risk prevention system for net worth financial products" based on the Va R model.Then a team of experts was formed to evaluate the feasibility of the strategy based on the Delphi method,and concluded that the strategy was highly feasible.This paper has the value of application and can achieve the goal of solving the marketing problem of personal financial products of Shantou Branch of MS Bank.