Research On Personal Finance Products Service Marketing Strategy Of Bank Of China AH Branch

With the rapid development of market economy and the continuous deepening of the marketization of interest rates,the wealth of residents is growing and accumulating,and there has been a great change in attitude and treatment of wealth.Bank savings deposit rate has been unable to meet their needs,to coincide with this time of the products in the domestic bank began to issue,it is conceivable that as people's increasing financial needs,financial investment is also rising rapidly as the number of customers.All these have led to the rapid expansion and development of China's bank wealth management business.The wealth management business has apparently become an important means for commercial banks to promote integrated business strategies,and it is also an important means for increasing the income of intermediary businesses.In recent years,in addition to large-scale commercial banks represented by the the Bank of China,the Agricultural Bank of China,ICBC,China Construction Bank and Bank of Communications,as well as there are joint-stock commercial banks represented by China Citic Bank,China Ever-bright Bank,China Minsheng Bank,Industrial Bank,as well as some city commercial banks,rural financial institutions and other types of financial institutions such as securities companies and insurance.Companies,etc.,and various online third-party platforms such as WeChat and Alipay,P2P,etc.are all making great efforts to develop personal wealth management services.Although Bank of China Bank AH Branch is an early-stage state-owned bank with wealth management business,its current personal finances The market share of the business is not optimistic.This article takes the personal banking products of Bank of China AH B ranch as the research object,using the PEST macro analysis tools and the S WOT analysis model,systematically studies the political and legal environmen t,economic environment,social and cultural environment,and technology faci ng the current personal banking product marketing of Bank of China AH Bra nch.Environment and competitive environment within the industry,combined with STP target marketing,4P marketing mix,and 7P service marketing theory,through the form of questionnaires,the market positioning of AH branches a t the development stage is inaccurate,and the wealth management products ar e homogenized.Severe,lagging marketing channel construction,single product promotion methods,lack of professionals,complicated service processes,and weak physical display problems and deficiencies have been thoroughly analyze d and diagnosed.Next,the paper proposes the service marketing strategy of Bank of China Bank AH at the current stage:rationally segmenting the mark et,accurately positioning target customer groups,creating independent brands,strengthening product innovation,optimizing network distribution,improving se rvice channel construction,and implementing diversified promotion Strategy,e xpand the scope of publicity;attach importance to the construction of professi onal talents,improve the quality of personnel;optimize the service process,e nhance customer perception of the process;strengthen the tangible display of services,standardize service etiquette.The research conclusions of this article not only help the Bank of China AH Branch to formulate marketing strategies and recommendations for personal wealth management products based on their own strengths and weaknesses,as well as the opportunities and threats they face,so that they can better adapt to the current fierce banking competition market.At the same time,it provides some reference for other commercial banks how to market personal wealth management products.