Research On Marketing Strategy Of Wealth Management Business In GF Bank

With the steady development of economy,the scale of high-asset population has been expanding,opening up a new development space for the banking industry in the fierce competition.As a national joint-stock commercial bank,GF Bank,from the perspective of the development of the banking industry,actively expanded the scope of wealth management services,provided targeted services for high-net-worth customers,and promoted the professional and comprehensive development of these financial and non-financial value-added services.Today,with the increasing accumulation of residents’ wealth,the interest rate reduction after the epidemic has benefited the real economy,and wealth management business has become an important direction for the development of banks.Under the trend of "big asset management",the irreplaceable role of banks’ financial products is gradually declining,and the traditional deposit and loan business is no longer the only core channel for banks’ profit income.In the minds of consumers,bank wealth management is no longer a single wealth management product.As the only joint-stock corporate bank in Guangzhou,although retail business is its core business,this does not mean that CGB occupies a leading position in the development of wealth management services.After several years of development,GF Bank has made significant progress in the operation and development of its wealth management business,but it also has problems such as imperfect product structure,insufficient value creation ability,and inefficient resource allocation.This article analyzes the current situation of GF Bank’s wealth management development and marketing strategies from four perspectives: product,price,channel,and promotion,This paper analyzes the problems existing in its wealth management business marketing strategy,and puts forward specific suggestions for optimizing its wealth management business marketing strategy.In terms of product strategy,GF Bank should improve its product system,enhance its core competitiveness,optimize its product portfolio,strengthen target customer exploration,strengthen product and service innovation,enhance its comprehensive service capabilities,make good use of its brand strategy,and enhance brand identity.In terms of price strategy,we should strengthen scientific overall pricing,actively distinguish different customer groups and optimize differentiated pricing;In terms of channel strategy,GF Bank should improve the intelligence level of traditional online channels,strengthen online cross-industry alliances to attract customers,and increase the production capacity of offline channels.In terms of promotion strategy,GF Bank should strengthen the professional division of labor,strengthen advertising and public relations promotion,strengthen the effectiveness of personnel promotion and business promotion,and enhance brand influence and appeal.The purpose of this paper is to strive for more market space for GF Bank in the future wealth management business development,and to have some reference significance for the development of China’s overall wealth management market.