Research On The Marketing Strategy Of Personal Financial Business Of Bank C

Commercial bank wealth management business is one of the important investment and wealth management projects for residents.With the full implementation of the new asset management regulations,bank wealth management products are net products.Under the background of self-introduction of risks,and commercial banks no longer carry out pocket-style,personal wealth management the business has entered a new era.After the supervision has gradually put forward higher requirements on bank risk control,customer needs have become more diversified and higher,and with the gradual tightening of regulatory policies,how can commercial banks improve their own internal control systems,how to cultivate professional marketing talents,and how to improve product competitiveness has become an important factor for the development and growth of personal financial management business.Bank C is the first provincial-level rural commercial bank in the central and western regions.It has 39 county-level sub-branches and 1,760 branches under its jurisdiction.It ranks first among financial institutions in Chongqing in terms of asset size,deposit size and number of outlets.However,in terms of personal financial management business,the transformation and upgrading time is relatively short,and the market share is low.At the present stage,retail business is gradually occupying an important position in the development of all banks.Large state-owned commercial banks are rapidly developing their resources,technology and policy advantages,which has brought great competitive pressure to Bank C.This thesis combines theory with practice,combined with work experience and thinking,and analyzes the problems faced by C Bank in the development of personal financial management business.After consulting various documents at home and abroad,in order to improve the bank’s marketing capabilities and seize the bank’s market share,By analyzing the current status of the bank’s personal financial management business,a questionnaire survey was conducted on the customer’s investment needs,Combined with the survey results,we have an in-depth understanding of the problems and reasons faced by the bank in the process of business development in this area,and have used various analytical tools to discuss the macro and micro environments of the bank,and have clarified that the bank is in the market competition environment.At the same time,it also provides a basis for better improving the marketing strategy and risk control ability of financial products.This thesis adopts STP marketing strategy,deeply analyzes the characteristics of C Bank’s wealth management products,makes clear the problems of product positioning,according to the different categories of customer groups,locked the target group of key marketing.With the 7Ps marketing strategy and the problems existing in the process of the bank’s personal financial business development,the thesis puts forward the concrete optimization measures,including the transformation and upgrading of the bank network,improve software and hardware,dig deep into customer needs,optimize product structure,strengthen personnel training,establish a good image,etc..At the same time,it is necessary to strengthen the construction of e-banking,expand online business,enhance online marketing capacity,for the marketing of wealth management products online preparation.In order to raise the level of marketing business and enhance the competitive ability of banks,we should do a solid guarantee from three aspects:first,improve the management system of banks,second,introduce new technology,finally,to enhance the professional skills of marketers.In addition,this thesis also proposed the implementation of marketing strategies to ensure the smooth implementation of financial business marketing strategies to provide a strong guarantee.Through the analysis and research of Bank C’s personal financial management business,Bank C is urged to take effective measures against the problems existing in the personal financial management business,thereby improving the market competitiveness and providing some reference for the healthy and stable development of the banking industry.