| With the rapid development of market economy and the rapid growth of national income,the demand for personal finance grows rapidly.In order to meet the needs of customers,various commercial banks have launched various forms of personal finance products,among which PA Bank,as a representative of domestic retail banks,has attracted much attention because of its rapidly expanding personal finance business.However,as market competition intensifies,other banks are rushing into personal finance business,putting PA Bank under great pressure.The existing marketing concept of PA Bank Zhengzhou Branch is too backward and lacks innovation,resulting in poor marketing strategy.In order to improve core competitiveness,this branch should adjust and optimize the marketing strategy of personal finance products.This paper focuses on the personal finance business of PA Bank Zhengzhou Branch,and discusses its marketing strategy with 7Ps theory through the analysis of classical theories,literature and questionnaires.The research found that the branch had deficiencies in product strategy,pricing strategy,channel building,promotion strategy,personnel strategy,tangible display strategy and service process experience.From the perspective of marketing strategy,this study adopts the "STP" and "7P" strategy framework to propose improvement measures,including target market selection,clear market positioning,improve product strategy,formulate reasonable pricing,expand marketing channels,enrich promotion means,optimize personnel,optimize service process and improve tangible display.These specific suggestions put forward higher requirements for the personal finance services of PA Bank Zhengzhou Branch,which helps it stand out in the competitive market environment,give full play to its advantages,and better meet the needs of customers.This will ensure that the Zhengzhou Branch of PA Bank will maintain its competitive edge in the industry and promote the long-term development of its personal finance business.. |
