The Study On The Problems And Countermeasures Of Personal Financial Management-a Case Study Of Z Bank

Since the late 1990 s,personal wealth management has gradually developed in the international commercial banks,with both the scale and category being in an expanding trend.And at the meantime,the promotion of domestic bank savings marks the formal start of the personal banking business of China's commercial banking industry.Since 1999,with the extensive application of Internet technology and the rise of Internet finance,the traditional marketing for bank personal finance business has not only met with immense impacts and challenges,but also demanded for more requirements.At present,the personal finance business has become an important means for commercial banks to compete for high quality customers and find new profit growth points.But Z Bank in the process of carrying out personal wealth management business is also facing many problems,thus hindering the development of personal finance business.In this paper,the effective marketing of commercial banks' personal wealth management business is taken as a case study of Z Bank's development of personal finance business and the goal to realize customer's financial management.By studying the marketing strategy of domestic and foreign commercial banks' personal finance business,this paper promotes the healthy and rapid development of Z's personal finance business development.This paper first summarizes the emerging theories of personal finance business marketing and internet marketing,and studies the marketing literature of personal finance business both at home and abroad,and reviews the related research results.On the basis of the existing research,this paper analyzes the status quo and existing problems of Z Bank's personal finance business management,such as insufficient customer segmentation,insufficient product innovation,customer maintenance and channel promotion.This paper puts forward the countermeasures of management of personal financial management business from the aspects of customer evaluation strategy,product mix strategy,communication propaganda strategy and channel strategy,so as to promote the health of Z Bank's personal wealth management business.