A Research On Marketing Strategy Of Personal Financial Products In Taizhou Branch Of Bank Of China

This paper has reviewed the research status of domestic and foreign commercial banks'marketing strategies,lacking innovation in the construction of channels and promotion methods.For the Bank of China,the market is vast and the demand is also very large,but the competition is also very fierce.It is not only the competition between domestic counterparts,but also a large number of foreign banks are also managing China.The product and money management market is eager to try.Combining all the current situation and development situation,the Bank of China has to quickly change its marketing thinking and develop innovative personal wealth management business.This paper has established the research status of domestic and foreign commercial banks'marketing strategies,and defined the basic concepts and theories of financial products marketing strategies.On this basis,it analyzes the marketing environment of personal wealth management business of Bank of China Taizhou Branch,and studies the macro marketing environment and In the micro-marketing environment,it analyzes the opportunities,threats,advantages and disadvantages of the Bank of China Taizhou Branch in developing personal wealth management business.Combining with the actual design questionnaire of bank work,the statistical analysis of the data,combined with STP marketing theory,analyzes the market segmentation of Bank of China Taizhou Branch in Taizhou,selects the target market,understands customer needs,and differentiates from brand establishment and product service.Point of view on market positioning.Finally,the seven aspects of product combination,channel,promotion,personnel,relationship,service process and Internetinmarketing theory are selected to give the specific marketing strategy of Taizhou Branch's personal wealth management business.And from the risk prevention and control,four aspects to explain the implementation of personal financial marketing strategy safeguards.After research and analysis,it is proposed to select the target market of the Bank of China Taizhou Branch and the mid-end market to achieve the optimal ratio of cost and benefit.At the same time,combined with the statistics and actual operation of the questionnaire,the Bank of China Taizhou Branch took the 7P theory as the foothold and proposed seven specific marketing strategies,especially focusing on the construction of mobile networks and mobile terminals in channel construction.Finally,combined with the current policy environment of government functional department reform,strengthen the improvement of risk prevention and control,human resources,management information systems,and overall linkage mechanism.