Research On The Marketing Strategy Of Personal Finance Business Of A Sub-branch Of Bank X

At present,since the reform and opening up,China’s economy has developed continuously,and the overall living standard of the people is gradually improving.By 2020,China has officially entered a well-off society.In this environment,the broad masses of the people have gradually strengthened their concept of financial investment,and their demand for the appreciation of wealth assets in their hands is also increasing.With the development of the financial industry,customers’ asset appreciation investment channels are also constantly enriched.Customers can no longer completely rely on traditional bank business outlets for investment,and the network is a new financial management platform All kinds of third-party investment institutions can provide financial services for customers,which makes the competition in the financial industry unprecedentedly fierce.At present,as a joint-stock commercial bank,how to provide customers with better services and finally expand and strengthen financial products has become the driving force for the transformation and development of bank X.With the introduction of new regulations on asset management and the gradual implementation of relevant policies,bank x is also facing various opportunities and challenges in the development of personal financial business.The traditional financial sales model of bank X has gradually shown some shortcomings,and customers have begun to choose carefully when purchasing financial management.Bank x began to pay attention to the inventory and segmentation of products and customers,grasp the characteristics of customers,carry out marketing,and consolidate the increasingly important business position of personal financial business.The development and growth of personal financial business will become an important part of the main business of bank X and an important intermediate income source of bank X in the future.When customers’ financial awareness goes deep into their hearts and they urgently want to increase their assets rapidly,banks see an important opportunity for the development of their own products.Banks have begun to design all kinds of financial products and improve their asset scale by constantly attracting customers to buy products.This phenomenon makes the competition for homogeneous financial products among banks more and more intense,Therefore,the research on the marketing strategy of a branch’s personal financial business has become more practical significance.Based on the life cycle theory,STP theory,PEST model analysis,Porter’s five forces model analysis and other related concepts,combined with the fierce competition among the banking industry and other resource conditions,this paper carefully analyzes the internal and external environmental characteristics faced by the personal wealth management business of a branch of bank X through the introduction of the development profile of bank X,This paper lists all the advantages and disadvantages of the personal financial business of a branch of bank x at the present stage,obtains the opportunities and potential threats faced by the financial business of a branch through analysis,and summarizes the SWOT analysis matrix.With the help of PEST model,this paper analyzes the macro environment and micro environment faced by the personal finance business of a branch of bank X.the macro environment is analyzed from the four aspects of politics,society,economy and technology,and finds the favorable and unfavorable factors of the existing business.The micro factors are analyzed in detail from the aspects of enterprise personnel management,employees’professional ability,leadership work methods,etc.through the market segmentation of personal financial market,customers are classified according to different age,gender,life cycle,asset amount,customer loyalty and other factors.On this basis,the data of financial habits of different customer groups are enumerated and analyzed,So as to determine the target market selection and target market positioning of a branch’s personal financial business,which lays the foundation for this paper to discuss the 7PS marketing mix strategy.Through the analysis of personal financial business of A branch of bank X,the corresponding financial marketing strategy is formulated from seven aspects:product,price,channel,promotion,service personnel and tangible display.Through hierarchical management of existing customers,sub branch a uses scientific data management methods to improve customer loyalty,screen out the characteristics of customers in the system,and carry out targeted precision marketing for customers.Sub branch A advocates companion service for customers,so as to achieve the goal of improving customer asset scale and loyalty by improving customer service satisfaction,Finally,it will realize the rapid development of personal financial business of branch A.Finally,by analyzing the customer characteristics of bank x,this paper puts forward the feasible marketing strategy for the marketing of personal financial business,and puts forward the marketing strategy guarantee implementation scheme for the future development of personal financial business of branch a of bank X.Specifically,in order to give full play to the subjective initiative of employees,a feasible performance appraisal mechanism is defined,and the promotion and career development channels of employees are defined,which provides a series of strategic guarantees,which not only centralizes the limited resources of the branch,defines the development direction,but also saves operating costs,and lays a foundation for rapidly improving the sales scale of personal financial products.