The Study On Personal Finance Products Marketing Strategy Of H Bank

With the rapid development of economy, and ever-growing income and living standard, people have extra money to do some investment. Because of inflation, people become more concerned about maintaining and increasing the value of assets. Financial management becomes a part of normal people’s life. As the implementation of interest rate liberalization, the competition among banks are more and more intense, so the traditional living method needs to change, which leads to invention and innovation of financial management, in order to build new model of profit growth. Individual financial management products are developing rapidly since it began, and gradually become the effective way to increase bank’s profit. At the same time, the fast development of electronic technology also brings great impact on individual financial management of bank. Internet financial products have occupied large market area, which leads to more intense competition of market. How to survive in this competition is the priority of every bank. Despite the great development of individual financial management, lots of disadvantages arise. How to better meet customers’ need, upgrade marketing level is very important right now.The essay first introduces the definition of individual financial management, and studies marketing-related theories and literatures abroad and domestically, such as 4P theory, PEST analysis, SWOT analysis model, Market Segmentation theory, Life-cycle Income Hypothesis, etc.Secondly, the author analyzes the current situation of individual financial management, and sets H bank as an example, by using PEST and SWOT analysis, the author analyzes the advantage and disadvantage of H bank, and the fierce competition and great opportunity it faces.Last, the author points out the shortage of H bank, such as insufficiency of brand construction, lack of innovation, poor service experience, etc.Then the author lists some suggestions with the hope to promote the development of individual financial management and expand market occupation of H bank, and achieve long-term, orderly development.