Research On Marketing Strategy Of Personal Finance Service Of ZX Bank M Sub-Branch

With the rapid development of China’s economy,the demand for preserving and appreciating the value of wealth of Chinese residents is growing day by day.Therefore,personal finance service of banks emerge at the historic moment.At present,the interest rate spread of traditional deposit and loan business of commercial banks is gradually narrowing,which brings great pressure to the income and profit of banks.Personal finance business has become a new driving force for the profit growth of commercial banks due to its advantages such as weak periodicity and stable profit.Therefore,it is necessary for commercial banks to formulate effective marketing strategies for personal finance service to promote the healthy and stable development of personal finance service.In this context,it is of great significance to study the marketing strategies of commercial banks’ personal finance service.ZX Bank M sub-branch,as a basic operating institution of a national joint-stock commercial bank,has encountered many problems in the process of promoting the development of personal finance service in the face of increasingly competitive market environment.This paper takes ZX Bank M sub-branch as the research object,based on 7Ps marketing theory and 4Cs marketing theory,deeply understands the macro marketing environment and competitive environment of personal finance service of ZX Bank M sub-branch,and studies the marketing status of personal finance service of ZX Bank M sub-branch.Through questionnaire data collection and investigation,this paper analyzes the existing problems in the marketing of the personal finance service of ZX Bank M sub-branch,and puts forward corresponding marketing strategy suggestions and guarantee measures.The research shows that there are some problems in the marketing of personal finance service of ZX Bank M sub-branch,such as serious product homogeneity,,insufficient marketing channel construction,poor promotion effect,personnel comprehensive quality to be improved,and insufficient process management.In view of the above problems,this paper puts forward the marketing strategy suggestions:creating differentiated product service solutions,accelerating the construction of offline and online channels,strengthening promotion activities innovation,improving the construction of talent teams,and strengthening the whole-process management.In order to ensure the effective implementation of marketing strategy,this paper puts forward corresponding safeguard measures from three aspects: mechanism system,fund allocation and fintech.