Research On Marketing Strategy Of Personal Finance Business Of RZ Bank Jinan Branch

Along with the fast economic development and the rise of the people’s standard of living,the amount of property that the inhabitants have accumulated is growing.Under the background of decreasing deposit interest rate,simple bank savings deposits can not meet the needs of residents.Compared with real estate,voting and funds,the performance comparison basis of bank financial products is higher than that of savings deposits,and the volatility of net worth is much lower than that of stocks.Therefore,it is logical for banks to become one of the main investment methods for residents and a necessary means for banks to do large-scale business.RZ Bank Jinan Branch has established a good product brand in Jinan area of Shandong Province.However,in the fierce competition,RZ Bank Jinan Branch gradually showed some problems of its own,and faced great challenges in continuing to develop its financial services.Meanwhile,in April 2018,China officially issued "New Regulations on Capital Management",which improved relevant regulations.The release of"new regulations on capital management" has brought certain influence to both customers and Jinan Branch of RZ Bank.For this reason,this article is to study the individual financial products of Jinan Branch of RZ Bank and introduces the basic situation,current marketing status and some existing problems of Jinan Branch of RZ Bank on the basis of extensive literature reading.Then,PEST model is adopted to study the macro political,economic,social and technological environment and micro competitive environment of Jinan Branch of RZ Bank.Questionnaire survey method is adopted to investigate the satisfaction of personal finance products in Jinan Branch,and constantly explore other problems in the marketing process.Through SWOT theory,the advantages and disadvantages,opportunities and threats of financial products of the branch are studied to obtain SO,ST,WO and WT strategies that Jinan Branch of RZ Bank should implement in the next step under the current environment.Finally,STP is adopted for customer segmentation and 7PS marketing theory is used to formulate the marketing strategy of personal finance products of this branch in detail,and corresponding safeguard measures are proposed.By studying the personal finance products of Jinan Branch of RZ Bank,this thesis not only contributes to the solution to the current problems of individual financial marketing,but also has some reference meaning to the other branches of banks.