| At present,the management level of the national economy growing,the growing number of investors in personal finance,financial management consciousness,especially with the continuous development of the Internet financial,make financial assets,investors can more convenient and effective management for commercial bank personal financial business market is not only a chance but also a challenge.After the release of the "new regulations on asset management",the banking industry is forced to carry out the reform,upgrading and standardized development of personal finance services.However,in order to occupy a foothold in the fierce market competition,it is necessary to solve the problems existing in product marketing.This paper takes Bank of Qingdao as the research object,carries out investigation by comparing domestic and foreign literature,analyzing market data,summarizing successful cases,etc.,and makes analysis by using PEST and SWOT marketing analysis tools,STP and 7P marketing theory,supported by questionnaire survey.It is further found that Bank of Qingdao has some problems,such as insufficient design features of financial products,imperfect pricing system,insufficient promotion attraction,single channel construction,rigid marketing concept,lack of innovation in tangible display,and poor sales experience,which seriously affect the effective development of personal finance marketing activities of Bank of Qingdao.Therefore,this paper will put forward corresponding solutions in seven aspects,including product,price,service,personnel,activities,channels and promotion,in order to provide suggestions for the development of Personal finance services of Qingdao Bank and guide the optimization and upgrading of personal finance services of Qingdao Bank. |
