Research On The Marketing Strategy Of Personal Finance Services Of Bank J Branch A Under The Background Of New Regulations Of Asset Management

With the rapid development of Chinese economy,the per capita income level has been raised significantly,and the awareness of investment financing and the willingness of asset allocation have been strengthened gradually,personal finance services of bank show explosive growth,and the personal finance products of banks have become an important option for domestic household asset investment.Behind the vigorous development of bank personal finance services,risks such as rigid payment,multi-layer nesting,capital pool and irregular business development are increasingly exposed,which has aroused widespread attention of society and regulators.On April 27,2018,The regulation on Standardizing the Asset Management Business of Financial Institutions were promulgated(hereinafter referred to as New Regulations of Asset Management).This marks a fundamental change in the bank personal finance services,financial products no longer guarantee capital and income,and break-even financial management gradually exits the market,and net-worth products become the mainstream.After a three-year transition period,the New Regulations of Asset Management has been officially implemented on January 1,2022,and the bank finance market has truly entered the era of "seller responsibility,buyer beware".In this context,what banks need to think about is how to cope with the changes in the regulatory environment,adapt to the impact of New Regulations of Asset Management on bank personal finance services as soon as possible,and constantly adjust and optimize the marketing strategy of financial products,so as to continuously improve the market competitiveness of financial services.In this study,Bank J Branch A is selected as the research object,literature research method,investigation method and case analysis method are adopted to analyze the problems existing in its finance services marketing strategy and the reasons behind it,and to explore the optimization path under the background of New Regulations of Asset Management.This study is divided into six parts: the first part is the introduction,which summarizes the research background,research significance and research methods,and summarizes the domestic and foreign research on bank financial services;The second part is the definition of the concept and theoretical basis,the definition and classification of bank personal finance services,the content and impact of the New Regulations of Asset Management,and the relevant theoretical basis are introduced.The third part is introduction to the marketing status quo of personal finance services of Bank J Branch A.By analyzing the acquired objective data and research data,this paper introduces the marketing status of Bank J Branch A and its financial services.The fourth part is the analysis of the problems and causes in the marketing of personal finance services.It analyzes the problems in the financial services of Bank J Branch A from the aspects of product,price,channel and promotion,and analyzes the reasons behind the problems.The fifth part is the marketing strategy of personal finance business of Bank J Branch A under the background of New Regulations of Asset Management,and gives optimization countermeasures from product strategy,price strategy,marketing strategy and promotion strategy in turn.The sixth part is the conclusion,which summarizes the research achievements,research limitations and research prospects.