A Research On Marketing Strategy Of Personal Financial Products Of B Branch Of Bank A

With the rapid development of social and economic development in recent years,people’s investment thinking and ideas are constantly changing.The competition among Chinese commercial banks is also becoming fierce due to the development of financial system reform.The development of information technology and Internet technology is promoting the development of personal financial products of commercial banks.At this stage,each commercial bank has already realized the broad market potential of personal financial products in the future,and has tried to occupy a large number of market shares through various ways and countermeasures,so how to seek in such a fierce market environment for personal financial products Breaking through and finding a new profit growth direction is an urgent issue for major commercial banks to consider.If B Branch of Bank A wants to maintain a steady and stable development of personal financial products in the face of various challenges,it needs to adapt its marketing strategy for personal financial products,develop security measures and set up its own unique marketing system.This thesis focuses on the marketing strategy for personal financial products of B Branch of Bank A.Firstly,we clarified the concepts and theories related to personal financial products and marketing,and identified the current situation and problems related to personal financial products in B Branch of Bank Aby visiting the relevant departments and offices of B Branch of Bank A.Then,we carried out a comprehensive analysis of the current situation and problems related to personal financial products in B Branch of Bank A through product benchmarking and relevant data analysis.Based on this,combined with PEST theory,the two dimensions of macro-and micro-environment,and the analysis of questionnaires and models,it was concluded that there is serious product homogeneity and lack of differentiation in B Branch of Bank A;there are insufficient professional practitioners to meet the marketing needs of research and development of personal financial products,and the code of conduct of staff is unable to meet the requirements of financial product development and marketing;marketing methods and marketing channels are lagging behind.Again using marketing theory,formulate a marketing strategy for personal financial products for B Branch of Bank A,including improving target customer segmentation and product differentiation;diversifying marketing channels and improving the marketing system;strengthening teamwork and improving service levels;innovating advertising methods and improving customer satisfaction;strengthening process management and improving cognitive resonance.Finally,appropriate safeguards are proposed to facilitate the successful implementation of the commercial strategy.From the above,by designing a suitable marketing strategy plan for the personal financial products of B Branch of Bank A the continuous growth of personal financial products sales of B Branch of Bank Acan be effectively promoted.In addition,it can enrich and develop the theoretical content of marketing strategy for personal financial products of Chinese commercial banks to a certain extent and effectively promote the flourishing development of personal financial products of Chinese commercial banks.