Research On The Marketing Strategy Of Qishang Bank's Personal Wealth Management Products

Under the double squeeze of large state-owned banks and joint-stock commercial banks,City Commercial Bank in recent years is taking advantage of the timing of the reform of large bank to increase its core competitiveness through dislocation competition.Due to the limitation of loan-to-deposit ratio and the test of marketization of interest rates,the city commercial banks that survive in the cracks have begun to exert their efforts in the business in recent years.The most obvious aspect in this regard is the promotion of wealth management sales targeting the regional markets.At present,Qi Shang Bank only took the original marketing means in the layout of personal wealth management business and did not have a set of effective marketing strategies.Based on this situation,we use the method of investigation,the deduction and the comparative analysis Bank personal financial product marketing strategy research in this paper,In order to ensure the effective implementation of marketing of personal wealth management products,this paper also designed a questionnaire survey of the current status of Qishang Bank's personal wealth management products.Through classic theoretical marketing,such as target marketing theory and 4P theory,4C theory SWOT,etc.,Qishang Bank's personal financial product target marketing strategy and marketing strategy individualization conclusion are derived.At the same time,it compares and analyzes the history and reality,the prefectures and cities,the performance and the essence,finds out the universal laws of banks' personal wealth management products and the differences between different banks,and targets Qishang Bank to propose human power system and cultural soft power,etc.5 safeguards.Based on the classic marketing theory,combining with the characteristics of Qishang Bank's own development and the development of personal wealth management products,this paper systematically summarizes and innovates the marketing strategies of Qishang Bank's personal wealth management products in a targeted manner.Marketing of personal financial products provides theoretical support and specific methods of operation.