Research On The Marketing Strategy Of Personal Financial Products Of N Branch Of China Merchants Bank

Although China's personal financial services started relatively late,its development has been very rapid.In recent years,the per capita disposable income of our country has steadily risen,and the demand of the people for investment and financial management has also increased correspondingly.It goes without saying the importance of personal financial services for the overall development of the bank.Under the macro-economic background of intense competition in the financial market,major commercial banks have implemented a series of marketing measures aimed at personal wealth management businesses.At the same time,there are still many problems in the development of personal financial product marketing in our country,such as serious product homogeneity,single marketing channels,where is still much room for improvement and improvement.On the basis of sorting out the domestic and foreign literature and marketing related knowledge,and the current situation of the development of wealth management products in China's joint-stock banks,this paper makes a deep analysis on the related problems of the marketing strategy of China's joint-stock bank financial management business based on the current situation of the development of China's joint-stock banking financial products,and the N branch of China Merchants Bank Research object,the use of qualitative and quantitative analysis,SWOT analysis and other methods,the N branch of China Merchants Bank financial products development status and internal and external environment for a detailed study found that personal financial product marketing in the allocation of assets,product pricing,The group's financial needs have not been better meet,propaganda means backward,customer management information system timeliness is not high and so on.Finally,in view of these problems,this paper puts forward the implementation of the target market strategy(STP)as a prerequisite,fully customer stratification,select the focus of marketing customer groups,focus on resources to carry out financial marketing products.At the same time from the use of 4Ps marketing theory,from product design innovation,differentiation pricing,expand marketing channels,and strengthen brand marketing and other aspects of in-depth optimization of product marketing strategies,and from strengthening the internal collaboration,optimize the assessment mechanism,adjust the staff structure,focus on resources Implement the security strategy to ensure the implementation of marketing optimization design.