| With the steady development of our country’s economy,the economic scale expands unceasingly,economy on a new level,the country’s overall strength has become increasingly powerful,residents income continues to increase,more and more consumers are willing to use more money to invest,so as to realize the value of assets,regular savings has been difficult to meet the needs of the consumers,The popularity of wealth management products with yields that can beat inflation has led banks to try their best to grab market share.By sorting and analyzing a large amount of literature,this paper summarizes various marketing theories,draws lessons from successful cases of foreign financial marketing,and makes a systematic study of the marketing strategies of personal financial products currently implemented by L branch of Y Bank.First briefly Y bank development present situation,and analyzes the Y bank as a convenient city commercial bank in the personal finance business is the product type is not rich,the homogeneity serious,financial product pricing no autonomy,limitations of your marketing channels,network distribution,obsolete promotions,the effect is not obvious,the marketing personnel quantity shortage,professionalism is not high,service process complicated and not perfect,Physical display is not complete and many other problems.This paper uses pest model and SWOT analysis method to analyze the internal,external and demand environment of Y Bank’s personal finance business,uses STP method to carry out market segmentation and select the target market,and uses marketing 7P theory.From seven aspects of product strategy optimization,price strategy optimization,channel strategy optimization,promotion strategy optimization,personnel strategy optimization,process strategy optimization,tangible display strategy optimization and so on,put forward a feasible optimization scheme.Finally from the system guarantee,personnel security,technology security and capital guarantee four aspects proposed the L branch of Y Bank marketing strategy improvement scheme implementation safeguard measures,safeguard L branch of Y Bank personal financial business marketing strategy optimization solution to smooth implementation,practical and high L branch of Y Bank sales,promote L branch of Y Bank the vigorous development of the personal financial management business,It also provides the corresponding decision-making reference for the development of similar industries to a certain extent. |
