Research On Optimization Of Personal Finance Business Marketing Strategy Of Industrial And Commercial Bank Of China Lanzhou GC Sub-Branch

In recent years,with the continuous increase of per capita disposable income,personal asset allocation has gradually shifted from diversification to financial assets,and many banks have increased the layout of personal financial business.Under the influence of COVID-19,China’s household savings rate has increased significantly,and personal finance business has become a bright spot in the development of commercial banks and the key to their sustainable profitability.However,the personal finance business of Lanzhou GC Sub-branch of Industrial and Commercial Bank of China ranked the bottom all the year round,such as low customer recognition,rigid thinking and lack of employee enthusiasm,and unable to base on the competition of local commercial banks.Therefore,it is particularly urgent to optimize the marketing strategy.Starting from the concept of personal finance business of commercial banks,taking the personal finance business of Lanzhou GC Sub-branch of ICBC as the research object,this paper analyzes the current situation of the marketing environment of personal finance business by using PEST model and Porter five-force model of ICBC Lanzhou GC Sub-branch.Then,with the help of factor analysis,we know that there are obvious shortcomings in the asset business and online transaction business of personal financial business segments.Then,based on the 7P theory,the paper analyzes the current situation of marketing strategy of ICBC Lanzhou GC Sub-branch,and puts forward problems such as low customer recognition,low product pricing competitiveness,low integration of online and offline channels,many limitations in promotion effect,imperfect assessment mechanism,lack of fine process management,and publicity coverage to be improved.Therefore,the marketing strategy is optimized from the five aspects of customer stratification,online and offline integrated marketing,promotion strategy,improvement of performance appraisal system and fine management process.Finally,safeguard measures are formulated from the four dimensions of manpower,technology,risk prevention and control,and assessment.Through the research on the optimization of personal finance business marketing strategy of ICBC Lanzhou GC Sub-branch,this paper forms a practical and feasible commercial bank marketing strategy plan,aiming to promote the development of personal finance business of ICBC Lanzhou GC Sub-branch and get rid of the adverse situation of ranking at the bottom as soon as possible.At the same time,the delay of Lanzhou GC Sub-branch and regional particularity of ICBC Lanzhou Sub-branch have important theoretical significance and practical value for promoting the development of personal financial business of China’s commercial banks.