Research On Marketing Strategy Of WF Bank Personal Loan Products

Interest income from personal loan business is one of the main profit sources of commercial banks.If a bank wants to continuously form a steady personal credit interest income and always maintain a high level of profit,it must establish a personal credit business strategy suitable for the actual situation of the bank.Only in line with the actual needs of the target market customer groups,can it attract more customers to apply for personal loan business.At present,financial technologies represented by the Internet and big data,especially mobile payment,social networks,search engines,artificial intelligence and cloud computing,have created a new model of bank network financial services,and have gradually had a subversive impact on the bank personal credit market.It gradually has a subversive impact on the personal credit market of banks,and also provides opportunities for the personal loan business operation of traditional Chinese banking industry in various aspects,such as business channel expansion,such as business channel expansion,product and service innovation,credit system transformation,organizational structure reform and so on.Throughout the current situation of personal loan business marketing in domestic commercial banks,there are still many difficulties and problems restricting the development of the industry.In view of the current commercial Banks in personal loan marketing work,still need to improve,the first is to establish the concept of personal loan marketing,secondly is to constantly improve the overall marketing system of bank loans,in order to improve the impact of marketing on the personal loan business of banks,and continuously improve the marketing performance of the bank’s personal loan business.This article summarizes the concept,model,characteristic,development present situation and prospect of financial marketing,and focuses on the analysis of the problems existing in the marketing of personal loan business of commercial banks,as well as the impact of Internet financial enterprises on the marketing of personal loan business of commercial bank,draws lessons from the advanced personal loan business development experience in the same industry,comprehensively analyzes the opportunities and risks in the marketing environment of WF Bank,as well as the advantages and disadvantages in the internal conditions.This paper summarizes the competitive characteristics of the direct competitors that WF Bank faces.On the basis of the questionnaire survey,the author summarizes the characteristics of the bank’s customer behavior.Using the "7P" theoretical analysis framework of service marketing,this paper makes an in-depth analysis of the current situation of WF Bank’s strategy implementation in seven aspects: product,pricing,distribution channels,promotion,personnel,process and tangible display,and sorted out the existing shortcomings and problems.On this basis,the "STP" strategy for market segmentation,target market selection and market positioning of WF Bank’s personal loan business was put forward.Focusing on the "7P" strategy,specific measures and suggestions were put forward to strengthen the differentiated design of personal loan products,form a multi-level product system,implement cross marketing,cooperate with cross-border e-commerce platforms to carry out scenario marketing,implement a differentiated interest rate pricing model and other optimization marketing strategies,and put forward measures to ensure the effective implementation of marketing strategies in terms of WF Bank’s organizational structure adjustment,responsibility system adjustment,talent team building,and strengthening risk management and control.