The Research On The Marketing Strategy Of Personal Financial Products Of Chinese City Commercial Bank

In recent years, the rapid and healthy development of China’s national, economy, the wealth of the people in the hands of the accumulation of wealth management has become an important tool in the hands of the wealth of modern planning. Personal financial services have become the key areas of the banking industry in the context of social background. Diversified, personalized, differentiated financial services has become the primary choice of bank consumers, has become the focus of commercial banks marketing business. But China’s financial legal system, the financial industry management system and the current financial market development level are all restricted the development of China’s financial services from all angles. For example, the financial market environment is not perfect, the technology is backward, the lack of high-quality professional financial personnel, product innovation is not high, can not meet the needs of consumers. So our country commercial banks of the financial business is facing an important issue is how to tailor the amount of investment and financial management to meet the needs of its needs, so that the difference of marketing. This paper uses qualitative analysis and quantitative analysis method, which makes a deep research on the theoretical basis of personal financial investment portfolio, which includes the development of personal financial services in China, and the development of financial products to improve the market competitiveness, increase investment, improve technical system, increase financial professional knowledge, and create a more healthy personal financial environment.In addition to the introduction, the structure of the remainder of the paper is as follows:The second part is the theoretical analysis of differential marketing strategy. This part mainly analyzes the differences of marketing strategy,4P marketing theory, STP marketing strategy theory, the modern financial investment portfolio theory, SWOT analysis, and the combination of personal financial business differentiation marketing strategy and the above theory. The third part is the analysis of the current situation of the personal financial management business of Chinese city commercial banks. First of all, the characteristics of financial products in China’s commercial banks are analyzed. Then the product innovation is slow, the variety of financial products, the lack of marketing ability and the lack of brand awareness, product homogeneity trend and the formation of the reasons:the lack of product homogeneity and the risk control of banks is not high enough. The fourth part is the analysis of the marketing situation of Q bank personal financial products. The main analysis of the Q bank financial products development status and differentiation marketing strategy. The fifth part is the empirical analysis, combined with the customer’s cognition, satisfaction degree, the use of survey data, combined with nonlinear regression Logit model and principal component analysis to study the main factors that affect the demand of personal financial products, so as to determine the stability of income, service staffs comprehensive quality and service attitude of these three main indicators, so as to develop a differentiated marketing strategy to provide theoretical support. The sixth part is the conclusion and policy recommendations of this article. According to the research results of this paper, the author puts forward the suggestion that the difference of Q bank’s personal financial services is to make the difference between the investment portfolio, improve the marketing efficiency, make the transformation and development of the retail business, and focus on the scientific pricing and reduce the investment risk. At the same time, it provides a theoretical support for the development of China’s commercial banks and financial service differentiation marketing policies.