The Research On The Marketing Strategy Of Personal Financial Products Of China Everbright Bank SY Branch

Since the reform and opening up,China's national economy has maintained rapid development for many years,and the income of Chinese residents has also increased.All along,our residents' management of funds is mainly based on stability,such as regular savings,purchase of national debt,etc.,and this relatively primitive financial management method can no longer meet the strong financial needs of most residents.In recent years,personal wealth management products that have gradually emerged have attracted more and more attention due to their unique high security and high-yield characteristics.Personal wealth management products and related businesses have also developed quite rapidly.At the same time,commercial banks themselves continue to optimize and improve the core issues such as the marketing strategy of personal wealth management products,and how to further improve the development level of personal wealth management products of commercial banks in China,and continuously provide customers with more security and higher profitability.The wealth management products have become an arduous task facing China's banking industry.This paper takes China's personal wealth management product marketing theory and development status as the foothold,and takes China Everbright Bank SY Branch as the main research object,and conducts in-depth research and discussion on the marketing strategies of personal wealth management products.Based on my work convenience in the retail department of personal wealth management products of SY Branch,through the collection of relevant information,I have conducted in-depth and detailed understanding of the marketing strategies of various personal wealth management products of Everbright Bank.At the same time,according to the market segmentation theory and 7Ps marketing theory and other basic theories about commercial bank marketing,this paper tries to analyze and expound the market segmentation,target market determination and market positioning of China Everbright Bank in personal wealth management business..According to the SWOT analysis method,it systematically analyzed the development status of Everbright Bank's personal wealth management business,pointed out the advantages of brand promotion and construction,management experience and sufficient funds of Everbright Bank's personal wealth management products,and also proposed the layout and product innovation of Everbright Bank in China.The disadvantages of sex and other aspects,and summed up the issues that Everbright Bank should pay attention to in the marketing strategy of personal wealth management products.According to the research,before the development of personal wealth management products and related businesses,China Everbright Bank SY Branch should first scientifically segment the entire market of personal wealth management products,and find a target market suitable for its own characteristics,so as to be able to launch personal financial management.The products should be accurately positioned in the market;Everbright Bank should make full use of the wealth management market with strong domestic demand,seize the rare development opportunities,give full play to the unique brand advantages and management advantages of Everbright Bank,and overcome the unfavorable factors such as less coverage of outlets.From the aspects of improving the innovation of personal wealth management products,formulating scientific and reasonable price strategies,and improving the business level of frontline marketing personnel,we will continue to optimize and improve the marketing strategy of personal wealth management products,so as to win the favor of the market and customers.