Research On Marketing Strategy Of Personal Finance Business

Personal finance products have the characteristics of large market capacity, low risk, wide range of businesses, operating income stable. It has become a major commercial bank leading product revenue and an important source of profit growth. However, due to wealth management business in recent years competition is more intense, while foreign banks in the footsteps approaching, domestic commercial banks face the dual pressures and its own development needs, have introduced various forms of personal wealth management products and proprietary branded products. For now, the personal finance business has become a hot topic, China’s commercial banks how effective marketing financial products for both themselves and their customers has a very important significance.This paper analyzes the personal wealth management products, marketing strategies, list some scholars in the bank’s personal financial product marketing related research, through Switzerland, the U.S. and Japan, commercial banks, financial status of the model, the use of personal bank marketing theory right contractor financial product marketing strategy to analyze the situation. Through SWOT analysis, analysis of Baoshang Bank to develop personal financial product marketing at internal strengths, weaknesses, external environmental threats and opportunities. Finally, based on the above analysis of the basis for Baoshang Bank to carry out personal bank financial products targeted optimization strategies and summary. Eventually come contractor bank financial products with the brand strategy, product innovation strategy, marketing innovation strategy, personnel training and other policies. These analyzes can give commercial banks personal financial product marketing to provide a reference and reference, and promoting Baoshang Bank financial product development and improvement, improve ersonal finance products in the market of Baoshang Bank competitiveness.