Research On The Marketing Strategy Of Personal Savings Deposits Of Linyi Branch Of WH Bank

Commercial banks are one of the most important financing channels for real enterprises,especially small and medium-sized enterprises,and deposit business is the core business of commercial banks and the basis for commercial banks to issue loans.Because of its low cost and strong stability,individual savings deposits play a very important role in the deposit business of commercial banks.Therefore,they are of great significance for the survival and development of commercial banks and then to the support of the real economy.In recent years,the personal savings deposit business of commercial banks has been influenced by many factors such as the in-depth reform of interest rate marketization,Household asset allocation demand increased,and the maturity of Internet finance,and its development has faced great challenges.In this case,how to get out of the predicament,improve their own marketing proficiency and cope with the challenges have become urgent requirements for them,therefore optimizing the marketing strategies accordingly becomes necessary.This paper takes Linyi Branch of WH Bank as the research object,and conducts a systematic research on the marketing strategy of its personal savings deposit business.Firstly this paper analyzes its marketing status through interviews with bank staff and potential customers,and comes to a conclusion that there are serious product homogeneity and unreasonable product structure,lack of promotion means and weak resource allocation,low marketing enthusiasm and weak marketing awareness,unclear target market positioning and selection,poor channel and outdated access on customer base,etc.,and provides the relevant analysis on the problems caused.Secondly,the marketing environment faced by WH Bank Linyi Branch is analyzed by using the SWOT model and five forces model from the aspects of external environment,internal environment.It is to conclude that it is of complex external environment,required optimized internal environment and fierce industry competition.Finally,the STP method is applied to comprehensively analyze that the target market of WH Bank Linyi Branch is selected and positioned.Also,the marketing strategy is optimized by using the 7Ps theory.In addition,the optimization and implementation of marketing strategies are secured from the four perspectives of organizational support,human resources support,technical support and incentive system support.This paper studies the marketing strategy of the personal savings deposit business of Linyi Branch of WH Bank,puts forward the corresponding optimization strategy and implementation safeguard measures,which has a very important practical guiding role for the healthy development of the personal savings deposit business of the bank,and has a reference significance for the development of the personal savings deposit business of domestic city banks.At the same time,this research can extend and refine the marketing theory of personal savings deposit business field,and provide some theoretical guidance for commercial banks to formulate marketing strategies for personal savings deposit business.