HF Bank Weifang Branch Personal Finance Business Marketing Strategy Research

In today’s society,the economy continues to develop,people’s living standards are improving day by day,the per capita income level is also rising,residents’ savings deposits and other accumulated wealth is increasing,in addition to house,car and meet the most basic needs of life,people have more investment needs.Due to the flexibility of personal finance and the superiority of interest rate,more and more people are attracted to personal finance,which brings more opportunities for the development of personal finance services.The development of financial services also enables commercial banks to absorb more depositors’funds and promote the expansion of banks’ businesses.Compared with the personal financing service of foreign banks,our country’s personal financing service started relatively late.Based on the current situation,Chinese banks continue to enrich the types of financial products and expand marketing channels.Through offline and online SMS push,telemarketing,online banking,mobile banking,public accounts and other channels of marketing,professional talents are created to improve service quality and customer satisfaction.With the continuous development and expansion of financial services,the People’s Bank of China,the China Banking Regulatory Commission and other regulatory agencies continue to issue new regulatory systems,which put forward higher requirements for commercial banks.As for the depositors of commercial banks,with the continuous increase of accumulated wealth,their investment concept is increasingly strengthened,and they are not only satisfied with using their funds for current savings and periodic savings,but also actively demand more investment methods through various channels to realize the continuous increase of wealth.In this context,the development of financial services has brought opportunities.With the continuous improvement of people’s acceptance of e-banking,financial services have gradually changed from offline purchase to a combination of online and offline.The promotion of online purchase provides great convenience to people and attracts more buyers.At the same time,competition among commercial banks has become increasingly fierce,with each bank trying to attract more customers and sell more wealth management products in order to achieve greater profits.Based on this background and the research on the current situation of personal finance marketing of HF Bank Weifang Branch,a joint-stock commercial bank,this paper makes full use of literature analysis,questionnaire survey,case analysis and other methods to put forward practical financial marketing strategies.Through analysis and research,the biggest problems existing in HF Bank’s personal finance business are the lack of personal finance products,the lack of differentiated pricing strategy,the imperfect product sales channels,the poor promotion effect of financial products,the lack of professional sales staff,the lack of tangible display,the few value-added services for VIP customers and the imperfect customer relationship management system.In view of the problems found,a series of optimization strategies were formulated,such as enriching the types and quantities of financial products,differentiated pricing strategies,improving counter marketing channels and focusing on marketing channels,enriching promotion modes,improving promotion quality,strengthening the training of professional financial personnel,planning new outlets and improving the configuration of network facilities,optimizing financial management and improving customer relationship management system.