| With the rapid development of China’s economy and society,the awareness of national financial management is gradually strengthened,and people’s demand for asset appreciation and preservation is increasing.Bank M,as a joint-stock bank that launched personal financial management business earlier,has a good reputation.However,with the implementation of the national "new asset management regulations",the continuous development of foreign and state-owned banks,and the rapid rise of internet finance enterprises like mushrooms after rain,the retail wealth management business of commercial banks is under tremendous pressure and threat.In this context,the wealth management products of M Bank Shijiazhuang Branch urgently need to leverage the characteristics of joint-stock banks,improve their own marketing system and enhance market competitiveness.This paper is based on relevant research at home and abroad,this article expounds the relevant theories and analytical tools of marketing strategy research for commercial banks,and takes M Bank Shijiazhuang Branch as the main research subject to study the optimization of its personal finance business marketing strategy.This article combines the life cycle theory,STP theory,4P marketing theory,and 7P marketing theory,starting from the perspective of commercial banks,and uses the questionnaire survey method to analyze and find that M Bank Shijiazhuang Branch has problems such as single product design,lack of difference in price level,single channel strategy,average promotion effect,lack of financial related professionals,image promotion to be improved,and inconsistent physical display;Using analytical tools such as Porter’s Five Forces Model Analysis,PEST Analysis,and SWOT,this paper comprehensively analyzes the macro environment,industrial environment,and internal environment of the personal finance business marketing of Bank M Shijiazhuang Branch,and then proposes specific optimization plans for its marketing strategy based on the seven elements pointed out in the 7P theory.Taking Shijiazhuang Branch of M Bank as an example,this paper puts forward a rational service marketing optimization plan.This has expanded the service marketing strategy of commercial banks to a certain extent,especially after the implementation of the new asset management regulations,it can provide corresponding reference for the study of the personal service marketing strategy of commercial banks in new formats,and also help Bank M Shijiazhuang Branch optimize its marketing strategy and improve its market competitiveness. |
