Research On The Marketing Strategy Of L Sub-branch’s Financial Business Under The New Regulations Of Asset Management

With the rapid economic development,China has become one of the major economic powers in the world.More and more families have reached a well-off level,and even a large number of middle and high-class families have emerged in China.This means that people’s disposable income is increasing,and people’s financial needs are also expanding.As one of the financial institutions,the Agricultural Bank of China have issued many financial products to keep and increase the value of customers’ assets.The new asset management regulations were issued by the regulatory authority in April 2018 to further standardize the personal wealth management business,completely break the rigid cashing of bank wealth management products and reduce the risk of mismatch.However,after the issuance of the new asset management regulations,it’s very difficult for Agricultural Bank of China L Branch to market financial products.So how L Sub-branch should formulate a reasonable marketing plan and put forward optimized marketing measures according to the actual development of its financial management business and the impact of the new asset management regulations on the financial management business,so as to reverse the stagnation of sales,which is the problem L Sub-branch is facing and the starting point of this thesis.This thesis takes L Sub-branch’s financial management business as the research object,analyzes the existing problems through studying the current situation of L Sub-branch’s financial management business,and puts forward suggestions for optimizing the marketing of L Sub-branch’s financial management business under the background of the new asset management regulations.First of all,this thesis collects and sorts out relevant domestic and foreign literature,studies and combs the content of the new asset management regulation and marketing theory,and analyzes the impact of the new asset management regulation on the marketing of L sub-branch’s financial business by comparing the changes in the issuance and management of financial products,product types,financial customer positions,product pricing and marketing channels before and after the new asset management regulation.Secondly,in the form of questionnaires,three hundred and forty-two questionnaires were distributed to the thirteen outlets under the jurisdiction of L Sub-branch,with three hundred and ten valid questionnaires.Through sorting out and analyzing the results of the questionnaires,PEST and Boston matrix were used to analyze the internal and external marketing environment of L Sub-branch,and the impact of the new asset management regulations on the financial business marketing of L Sub-branch was analyzed.The aspects that need to be optimized in the financing business marketing of L Sub-branch are as follows: weak customer base,product homogeneity,too single product pricing,inaccurate marketing channels,poor promotion effect,etc.Finally,from the perspective of 7PS theory,we put forward optimization strategies in terms of products,pricing,promotion and channels,including focusing on customer group construction,deepening customer group market,expanding net-worth product system,establishing differentiated product system,product portfolio to improve investment income,multi-channel customer acquisition,flexible promotion activities,building marketing team,strengthening risk prevention and control,etc.Through the above research and analysis,this thesis provides optimization strategy suggestions for the marketing of the financial management business of Agricultural Bank of China L Branch,in order to increase customers’ acceptance of net worth financial management,thereby increasing the sales volume of the financial management business of L Branch,and reversing the situation of unsold financial management.The new asset management regulations have more standardized requirements for the bank’s financial management business,while the application of the marketing optimization strategy of L sub-branch’s financial management business is not in place in one step.This thesis requires the combination of theory and practice in the future marketing process,and continuous improvement and modification,in order to maximize the effectiveness of the optimization strategy.