Research On The Marketing Strategy Of Personal Financial Business Of Bank Z

As bank wealth management enters a new era of comprehensive net worth in 2022,the low interest rate environment and the volatility of the stock and bond markets have made the operation of bank wealth management more difficult.Domestic banks have successively set up financial management subsidiaries,and the financial management business of banks has also shifted from the proprietary mode to the consignment mode.The differences between financial products are becoming smaller and smaller,and they are also becoming more and more homogeneous.Major banks compete with many insurance,trust,brokerage,fund and other asset management institutions in the wealth management market in China.Commercial banks regard personal finance business as one of the core businesses,which is a key measure to achieve profit growth and business transformation.Jinan Branch of Bank Z is facing multiple challenges in the banking finance industry,such as tightening regulatory policies,capital market volatility and net worth transformation.How to maintain and further obtain a higher market share is the primary problem it faces.This paper uses SWOT analysis tools,PEST analysis methods,combined with 7PS and STP marketing theories,and takes Bank Z Jinan Branch as the main research object.Through systematic research and analysis of the business model of the banking financial industry and access to relevant literature,this paper further discusses,analyzes and integrates the relevant basic theories of the banking financial industry,and puts forward targeted strategies for Bank Z Jinan Branch to optimize financial marketing under the current situation Focus on improving market share.At the same time,based on the investigation and research on the financial management business marketing of Z Bank Jinan Branch,this paper found the existing problems and weak links,and proposed corresponding solutions.Finally,in order to improve the financial business marketing ability and financial market share of Bank Z Jinan Branch,this paper provides scientific and reasonable marketing suggestions.By analyzing the current marketing status of the wealth management business of Z Bank Jinan Branch,the principle of market segmentation is put forward,that is,the target market is determined,and the market is repositioned at the same time.Jinan Branch provides marketing strategies in terms of sales,channels,products,prices,personnel,tangible display and process management.Finally,this paper discusses the safeguard measures for the personal financial management business of Z Bank Jinan Branch from five aspects of corporate culture,organization,business system,human resources and informatization,in order to hope that Z Bank Jinan Branch can achieve efficient and sustainable development.And it can compete with other large state-owned commercial banks and joint-stock banks with a larger market share,seize the opportunity in the field of personal wealth management business,and increase its market share.