| Since the beginning of the 21st century,with the rapid development of China’s national economy,domestic residents’ income has been greatly increased,and residents’ awareness and demand for financial management have also been continuously enhanced.More and more investors are joining the army of investment and finance.In the background of economic take-off and the initiation of financial consciousness,commercial banks and other financial institutions have launched a variety of financial products.After more than ten years of brutal growth and rapid accumulation,the scale of personal finance business has become a force that cannot be ignored in China’s asset management market.As a third-party wealth management platform,Volk fortune has developed from a single product line to a comprehensive personal finance service with rich categories and complete shelves since it started its personal finance business in 2003,winning the recognition of more and more customers.In 2018,the People’s Bank of China,the China Banking Regulatory Commission and the China Securities Regulatory Commission jointly issued the "New Regulations on Capital Management",which officially opened the curtain of the reform of asset management business.It clearly required that bank finance should break the rigid payment and change the previous capital pool mode.These changes posed new challenges to financial institutions.In this context,Volk fortune faces the dilemma of business transformation and remodeling.It needs to re-segment the market,seek target customers and marketing positioning,and further optimize marketing strategies to improve the company’s operating predicament.Based on the 7P marketing theory,this paper analyzes and studies the marketing status quo and current marketing strategies of Volk fortune,finds out the existing problems in financial marketing,and excavates the reasons behind the problems.The main problems include serious product homogeneity,lack of differentiated pricing,unobstructed marketing channels,weak digital construction,inadequate publicity,unprofessional financial management personnel,further refinement of service process management,neglect of tangible display,etc.Then,it makes a macro and micro analysis of the marketing environment of mass wealth,and carefully studies the financial needs of customers combined with the questionnaire survey.According to STP theory,the market segmentation of Mass Wealth personal finance business is carried out to determine the target market.Finally,based on the above analysis,the marketing strategy is optimized from seven aspects: product,price,channel,promotion,personnel,service process and tangible display.Finally,in order to successfully implement the marketing strategy,the guarantee measures of marketing optimization strategy are put forward respectively from the three perspectives of system,personnel and resources.In this paper,PEST analysis,STP,7P and other marketing theories are comprehensively used to help solve the problems existing in the marketing process of mass wealth management business,develop marketing strategies that match the current wealth management market,so as to improve mass wealth management market share and achieve profits.At the same time,it has certain reference value for the development of similar asset management platform personal finance business. |
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