Research On The Improvement Of Marketing Strategy Of Personal Financial Products Of Bank A XY Branch

The current new regulations on asset management and wealth management tend to strictly manage the regulation of China’s wealth management products,coupled with the serious impact of the new pneumonia epidemic,making the scale of bank wealth management products gradually reduced,wealth management product yields are increasingly declining,in addition,with the rise of the Internet industry,Internet wealth management with its own low threshold,high liquidity characteristics to attract many wealth management customers.The impact of the new crown pneumonia epidemic has substantially reduced investors’ investment.In this paper,the financial marketing strategy of Bank A XY branch is discussed from several aspects based on the actual situation of Bank A XY branch in the research process.The background of this paper and the significance of the selected topic are introduced;the literature on marketing theory and financial product marketing research is reviewed to deepen the understanding of the research content;the author studies the current situation of personal financial product marketing of Bank A XY branch in all aspects and summarizes the current problems of Bank A XY branch in personal financial product marketing: unreasonable product market positioning and single existing financial products;The existence of these problems seriously restricts the development of the wealth management business of Bank A XY branch.Then,the author analyzes the personal finance marketing environment of Bank A XY branch from two aspects: macro environment and market competition,and conducts STP by designing questionnaires to clarify the target market and product positioning of Bank A XY branch,so as to provide clear market positioning for personal finance products of Bank A XY branch.Finally,based on the experience summary of other domestic commercial banks’ wealth management marketing strategies and the 7P marketing mix theory,this paper proposes improvement strategies for the personal financial products of Bank A XY branch in terms of products,prices,channels,promotions and services in response to the problems found: increase product innovation,introduce personalization,expand marketing channels,improve marketing efficiency,optimize personnel structure,optimize service environment We also proposed improvement strategies in terms of product innovation,introduction of personalization,expansion of marketing channels,improvement of marketing efficiency,optimization of staff structure,optimization of service environment,enhancement of customer experience and refinement of service management.In addition,it also proposes safeguards for the improvement strategy of personal finance products of Bank A XY branch: information system construction,focus on staff training and education,improve assessment mechanism,and risk control.It is hoped that this study can help improve the personal finance business of Bank A XY branch and promote Bank A XY branch can develop with high quality.