| The integration and development of the Internet and modern financial markets have created Internet financial products that have a strong impact on the traditional financial system.Faced with the rapid development of information technology,the rapid rise of Internet finance has also brought unprecedented competitive pressure and threats to traditional financial institutions.Compared to traditional financial products,Internet financial products have more types,more convenient transactions,and more objective returns.The transformation of the financial product system brought about by Internet finance is an inevitable result and trend of sustainable development in the information age.In addition,the rapid development of the national economy has rapidly raised the income level of Chinese people.At the same time,influenced by the impact of modern financial concepts,more Chinese people have begun to pay attention to scientific financial management and investment,which also increases the market demand for personal financial management.In the face of these changes in environment and demand,as well as the competitive threat of internet finance,both traditional and internet financial institutions have begun to invest a large amount of resources to accelerate the development of personal financial services.Currently,personal financial products have become one of the most important core business segments of most commercial banks.The market competitiveness of personal wealth management products of banks also determines their comprehensive competitive strength in the market to a certain extent.However,as major banks accelerate the R&D and innovation of personal wealth management products,there are more and more types of personal wealth management products in the domestic financial market,and the scope of personal wealth management business is also becoming wider and wider.The service marketing competition among commercial banks is becoming increasingly fierce.How to compete for more high-quality customer resources in the increasingly fierce market competition,continue to promote the sustainable development of banks’ personal financial services,and promote the overall development and progress of banks is a key issue that banks and other financial institutions are concerned about and need to face.PF Bank is a national joint-stock commercial bank,which has significant advantages in promoting local economic development and personal financial services.Based on the convenience of work,this article comprehensively discusses the marketing strategies of personal wealth management products and services of PF Bank Suqian Branch,taking PF Bank Suqian Branch as an example.Firstly,this article conducts a literature review and analysis on the marketing of personal wealth management products and services in commercial banks through keyword search and comparison of relevant literature content.On the basis of previous literature research experience,this article determines the ideas and framework for this study;Secondly,based on the literature review,the concepts and theories involved in this study are elaborated from two aspects: basic concepts and related theories;Thirdly,based on the understanding of daily work and using relevant internal documents and materials of Suqian Branch,summarize and analyze the basic situation of the bank,the types and marketing situation of personal financial products,and the marketing implementation strategies of the branch’s personal financial product services;Fourth,this article designs a questionnaire to further objectively investigate the marketing situation of personal financial products and services of PF Bank Suqian Branch,and statistically analyze and summarize the existing problems in the marketing of personal financial products and services of Suqian Branch based on the questionnaire data;Fifth,this article analyzes and summarizes the external and internal environment of personal financial product service marketing in Suqian Branch;Finally,based on the SWOT analysis and STP analysis of the personal financial product service marketing of Suqian Branch,according to the 7Ps theory,redesign the personal financial product service marketing plan of Suqian Branch,and propose safeguards for the implementation of the plan. |
