| With the continuous improvement of the economic level,the Chinese residents ’earning level has been increasing,and the awareness of financial management has gradually increased.Personal financial management business is one of the important sources of survival and development of commercial banks and increase profits,on the contrary,commercial banks are the main position for the development of personal financial management business.However,in recent years,due to the implementation of the new asset management regulations,the personal wealth management business has been greatly affected,and the capital management services of major commercial banks have entered a stage of transition and evolution,bringing new challenges and opportunities to the personal wealth management business.The paper takes H branch of J bank as the study object,and takes the implementation of the new regulation of capital management as the premise,firstly,under the guidance of the new regulation of capital management,it describes and analyzes the current situation of personal finance business of J bank H branch and the difference of personal finance business of J bank H branch before and after the new regulation of capital management;secondly,it conducts a questionnaire survey and conducts a descriptive analysis of personal finance business of J bank H branch under the new regulation of capital management;after that,based on the current situation of marketing and the content of the questionnaire survey,it analyzes the causes of the problems of personal finance business of J bank H branch after the new regulation of capital management.Then,based on the current situation of marketing and the content of the questionnaire survey,the problems of personal finance business of J Bank H Branch after the introduction of the new regulation of capital management were derived on the basis of the 7Ps marketing theory,and the causes of the problems were analyzed;then,the strengths,weaknesses,opportunities and threats of personal finance business of J Bank H Branch were derived through SWOT analysis;then,based on the results of regression analysis,factors such as the age of customers and risk level of customers had a significant impact on the personal finance business of customers.Then,a detailed STP strategy analysis is conducted based on the results of the regression analysis that factors such as customer age and customer risk level are significantly correlated with customer holdings of net worth financial products;finally,a detailed initiative for the marketing strategy of personal finance business of Bank J Branch H is formulated by combining the above elements.After a series of analysis and research,this paper develops a series of marketing strategies such as formulating differentiated services for different segmented customer groups,opening a channel for branch participation in personal wealth management product design,strengthening the advantages of branch marketing channels,widening online marketing channels,increasing capital investment,improving the professionalism of branch H’s wealth management service personnel,and shaping the brand image of wealth management business,in order to improve branch H’s marketing in the context of the implementation of the new regulations on asset management In order to improve the difficult and slow development of the marketing of personal finance business in Branch H against the background of the implementation of the new regulations on asset management,the bank’s marketing of personal finance business has been steadily developed and can better cope with the increasingly competitive market environment. |
