Research On The Marketing Strategy Of C Rural Commercial Bank’s Personal Financial Products Under The New Asset Management Regulations

With the improvement of my country’s economic level,the wealth management industry has developed rapidly.However,because China’s market economy system is not yet perfect,and the corresponding laws and regulations are not perfect,the wealth management industry has produced a lot of financial services in the process of rapid development.risk.In order to curb financial risks,the state issued new regulations on asset management in 2018,setting uniform standards for various asset management services.Some of these laws and regulations have a greater impact on the wealth management business of commercial banks,and commercial banks should promptly respond to new policies.changes and adjust their own financial product marketing strategies.Through literature review,this paper summarizes the background,significance and impact of the new asset management regulations on the wealth management business of commercial banks.Taking C Rural Commercial Bank as the research object,it first introduces the general situation of C Rural Commercial Bank and the marketing of wealth management products.Analyzed the internal and external marketing environment of C Rural Commercial Bank,understood customer needs through questionnaire survey,put forward the existing problems of C Rural Commercial Bank’s financial product marketing strategy according to the results of the questionnaire survey and the new regulations on asset management,and then used STP analysis,4PS analysis and service quality.Theory,from the aspects of market segmentation,products,pricing,channels,promotions,services,etc.,helped C Rural Commercial Bank to formulate a new type of wealth management product marketing strategy under the new asset management regulations.Finally,according to the marketing strategy,five safeguard measures are put forward to build a comprehensive asset management model,build an elite wealth management product sales team,standardize the operation and management of wealth management business,strengthen investor education,and improve the level of scientific and technological research and development.The market competitiveness of C Rural Commercial Bank’s wealth management products helps C Rural Commercial Bank to adapt to the new situation of the wealth management market under the background of new asset management regulations.