| With the progress of society and the continuous development of economic society,the wealth of the people can be continuously accumulated,in order to maintain and increase the value of wealth,the people are eager to have a suitable way of capital management.At present,personal financial management products are chosen by residents in China because of their strong operability and other characteristics,and are an important way for individuals to increase wealth and maintain and increase the value of currency.At the same time,commercial banks have also made huge returns through personal finance sales.Improving the marketing level of personal financial management products is of extraordinary significance for banks to expand new markets and enhance their own advantages.This paper analyzes the marketing strategy of personal financial management products by using the relevant theories of STP,6C and 7P in the Guilin branch of GB Bank,and states the marketing development status and main marketing strategies of its personal financial management products,as well as the analysis of the marketing environment,and finds that it has the following problems: first,it lacks the unique brand characteristics of Guilin branch,second,the homogeneity of product categories is serious,third,the marketing effect of traditional channels is low,fourth,the homogeneity of the main marketing market,and fifth,the lack and loss of financial customers are serious.The main reasons for the problem are:the market positioning of wealth management products is not clear;insufficient innovation ability of wealth management products;lack and singularity of marketing channels;unclear market segmentation;and inadequate customer relationship management.According to the reasons for the above problems,the following five aspects of related optimization strategies are proposed,including market positioning branding and specialization,product innovation differentiation and customization,marketing channel networking and diversification,marketing market county and ruralization,marketing customer group aging and pension,and personnel strategy optimization process and layering.At the same time,this paper uses research methods such as literature research,qualitative analysis,data analysis and field research to discuss and supplement optimization.In terms of safeguard measures,it provides the guarantee for the optimization of four strategies: management mechanism,organizational structure,human resources and technical support.GB Bank Guilin Branch was established late,and its own brand image was not fully established.The competition of other commercial banks and the attack of Internet wealth management products have given GB Bank Guilin Branch a great impact and challenge.Optimizing the marketing strategy of its personal financial management products has become a crucial part of GB Bank Guilin Branch’s rapid opening of the situation and seizing the market.The research on the optimization of personal financial management product marketing strategy of GB Bank Guilin Branch not only provides some optimization suggestions for GB Bank Guilin Branch,but also helps it quickly find the problems and causes of problems,so as to facilitate its targeted improvement and improvement.At the same time,it has certain reference significance and reference value for the development of personal financial management business of city commercial banks.There are two main points of innovation in this article.First,in combination with the current current affairs hot spots,in the optimization of market segmentation,combined with the theme of "rural revitalization",put forward suggestions for the county and ruralization of the marketing market;At the same time,combined with the hot spot of "pension financial management",the optimization suggestions for the aging and pension of marketing customers are proposed.The second is to innovatively combine the questionnaire survey method with the field research method to better understand the marketing strategy of the personal financial management products of GB Bank Guilin Branch from the two aspects of financial customers and marketing personnel,so as to deeply analyze the shortcomings of its marketing strategy and facilitate the optimization suggestions for its existing problems. |
