Research On The Marketing Strategy Of Personal Financial Products Of Shanghai Pudong Development Bank GY Branc

In recent years,with the rapid development of China’s financial market at various levels,the continuous high-quality development of the domestic economy and the increasing improvement of people’s living standards,people’s demand for investment and financial management is increasingly strong.The development of personal finance services of commercial banks has played a positive role in optimizing the operation structure of banks and promoting the stable development of the financial market.The personal finance services of Shanghai Pudong Development Bank Guiyang Branch(hereinafter referred to as Guiyang Branch)has a small scale,a slow development speed and a weak customer base,which has obvious differences compared with the other commercial banks.How to further expand the scale of personal financial assets and profitability,continuously improve the market competitiveness and brand influence,consolidate the customer base and expand the market share of Guiyang Branch by optimizing the marketing strategy of personal finance products is the research focus of this paper.This paper uses the literature induction method to summarize and analyze the relevant theoretical literature and research status at home and abroad.By analyzing the current situation of personal financial products marketing of Guiyang Branch,the paper discusses its existing problems and causes.This paper uses the PEST model to analyze the macro and external environment that the development of personal finance business of Guiyang Branch is facing.This paper adopts the SWOT analysis method to compare and summarize the advantages,disadvantages,opportunities and threats in the development of personal finance business marketing of Guiyang Branch,and build the SWOT matrix.Through the STP strategy,the personal finance business of Guiyang Branch was segmented,the target market selection and market positioning were carried out.Finally the marketing strategy of retail business service is optimized and the safeguard measures of marketing strategy are put forward.The research results of this paper shows that as the improvement of personal finance customers’ requirements for the diversification and stability of personal finance products,Guiyang branch will improve its competitiveness in the target market by enriching the product supply,stratifying and classification the pricing,broadening the customer acquisition channels,classifying the brand of financial management and strengthening the assessment of customers.Finally achieving the purpose of improving the scale of personal finance business and promoting the brand of "Puyin Finance".By formulating suggestions on optimizing the marketing strategy of personal finance business and providing the five aspects of guarantee on technology,talent,service,organization and guarantee,this paper provide theoretical and experience basis for the long-term development of personal finance business of Guiyang Branch.