The Research Of Marketing Strategy On Personal Financial Products Of SZ Bank

In recent years,the speed of domestic economic development has been greatly improved,and the per capita income has also started to increase greatly.The quality of life of the social masses has been improved,and some idle funds have begun to appear.How to invest in these idle funds scientifically and realize the appreciation of the value of funds has become a concern for many social masses.In the context of the existence of inflation,the demand for asset preservation is stronger.In this context,personal financial products and services should be born,and personal financial services have become an important part of the personal financial services of commercial banks.With the further opening of the domestic financial industry and the wider application of information technology,the competition of personal financial services has intensified.In order to be able to occupy a place of development in the market,commercial banks have made innovations in personal financial products,diversify their products,improve service quality and improve customer satisfaction.The exchanges between banks and customers are more closely and all kinds of business are more complex.How to carry out effective personal property in the new period Product marketing,through more scientific personal financial products marketing programs to win competition,has become the focus of attention of the majority of commercial banks.First,this paper analyzes the concept of personal financial products and related theories,and downloads and summarizes the research materials about marketing at home and abroad.These theories are mainly life cycle theory,marketing environment theory,marketing combination strategy theory,STP strategic marketing theory and so on.Get ready for inquiry.Secondly,taking SZ bank as the research object,this paper analyzes the marketing situation of the personal financial products of SZ bank.And through the PEST analysis model,this paper expounds the macro factors affecting the marketing strategy,including the economic environment,the social culture environment,the political and legal environment and the technical environment,and analyzes the fierce competition in the SZ bank,including the interbank competition,the other financial institutions and the Internet finance.The questionnaire is also used to investigate and analyze the SZ bank's personal financial products,including what kind of financial products are selected,the time preference of customers'financial investment,the channels for customers to buy financial products,the channels for customers to obtain financial information,the degree of customer understanding of the product risk and the satisfaction of customers to financial services.Thirdly,this paper makes a relative in-depth discussion on the marketing strategy of SZ bank for personal financial products.It points out that there are many problems in the marketing of personal financial products of SZ bank,such as narrow marketing concept,marketing with product as the center,lack of innovation and serious homogeneity in financial products.Brand awareness is not high,product influence is not enough.Marketing channels are not perfect,the penetration rate of electronic channels is low,the degree of professionalism of financial products marketing personnel is not enough,and the promotion of financial products lacks effective means.Finally,on the basis of the analysis of the corresponding problems,this paper puts forward the STP analysis of personal financial product market of SZ bank and puts forward the marketing combination strategy.It expounds the product strategy,pricing strategy,channel strategy and promotion strategy which SZ bank should adopt,hoping that these strategies can promote the development of personal financial management business of SZ bank.The personal financial products of SZ bank can occupy more marketing share,achieve effective competition,and promote the long-term sustainable development of bank financial services.