PSBC LS Branch Personal Finance Business Marketing Strategy Research

With the continuous development of Chinese economy and the increase of national per capita disposable income,more and more people have gradually realized the importance of bank personal financing service,and their awareness of financial management has gradually awakened,and they are willing to try or invest more financial resources and energy to experience bank personal financing service.The interest margin income of traditional business types in the banking industry is getting lower and lower,which can not meet the needs of its development gradually,so it is necessary to expand new business areas.In this context,the banking industry attaches more and more importance to the intermediate business centered on personal finance service,and the competition among banks in the market of personal finance service is becoming more and more fierce.In order to enhance the competitiveness of PSBC Maosui sub-branch in the market,we have also brought the marketing of personal finance services into the key business category,which has been promoted to an unprecedented height.Through literature survey,questionnaire survey and comparative analysis of data,this paper,on the basis of learning and referring to other scholars’ research on the marketing strategies of personal finance services of banks,conducted a questionnaire survey among 300 participants in the county on the marketing strategies of personal finance services of Shui Shui County Branch of PSBC.Based on the questionnaire survey data and from the perspective of 7Ps marketing theory,the following seven problems in PSBC personal finance marketing are found: first,the product structure is unreasonable;Third,product pricing is not reasonable;Third,sales promotion means are not perfect,fourth,marketing channels are not perfect;Fifth,the construction of professional financial management team needs to be strengthened;Sixth,the service process is not perfect;Seventh,the lack of systematic physical presentation.In order to improve the market share of PSBC Maosui sub-branch personal finance business marketing,from the TPs marketing theory,formulate the following marketing strategies: first,product structure differentiation;Second,the pricing strategy ladder;Third,the promotion means of diversification;Fourth,marketing channel diversification;Fifthly,professionalization of financial management team,sixthly,standardization of service process;Seventh,systematize physical display.