A Study On The Marketing Strategy Of Community Bank’s Wealth Management Business

With the continuous improvement of the living standards of Chinese residents,community life has become the most important service circle in the residents’ living circle,and at the same time,community residents in order to better achieve the preservation and appreciation of funds,the demand for financial products is also increasing,commercial banks around the community through visit ing the community found that community residents have not been interested in low-interest financial products such as deposits,but in financial management and funds,insurance and large deposit certificates and other products are more interested,and with the continuous development of community banks in C hina,Major community banks are looking for new profit growth points,and the number of community banks in C hina increased by12.32% year-on-year in 2022,of which the number of rural commercial banks and non-four major commercial banks and community banks increased more,so community banks began to become the best choice for community residents’ financial management.On the other hand,due to the strategic location of community banks,which can communicate with community residents in a timely manner and understand the needs of residents’ lives,deposits and financial management,community banks as a new service industry have begun to appear in people’s field of vision in recent years,and the retail business of community banks has also attracted the attention of community residents.Therefore,on the one hand,community banks need to continuously develop wealth management products to meet the needs of community residents;O n the other hand,it is also necessary to adhere to the service concept of "customer first",improve the satisfaction of community residents,and increase the life,financial management and activity experience of community residents.The retail business began to appear in the lives of community residents as a new profit growth point for community banks.At present,the research on wealth management business at home and abroad mainly focuses on commercial banks,but the research content of community bank wealth management business is less,this paper is mainly based on the relevant theories of community bank wealth management business and marketing strategy,using the case analysis method to take P community bank as the case study object,combined with the development status of P community bank wealth management business,it is found that P community bank currently has problems such as imperfect internal risk control of personal finance and lack of professional financial personnel by using SWOT analysis method.At the same time,strategic design ideas are proposed from five aspects:accelerating the research and development and update of wealth management products,diversifying financial marketing channels,establishing a good corporate image,strengthening customer relationship marketing,and st rengthening the construction of community bank teams.Finally,as the risks of bank personal wealth management products become increasingly prominent,P community banks urgently need to adopt necessary marketing strategies to carry out wealth management business,in order to better build a personal financial management business development system of P community banks,this paper puts forward safeguard measures from four aspects: technology,personnel,system and culture,aiming to play a certain reference role for other commercial banks,especially the pension financial business,personal financial management business and other wealth management business of community banks.