Research On Marketing Strategy Of Wealth Management Products Of JN Rural Commercial Bank "Enriching The People And Golden Lotus"

Personal wealth management is a frontier and dense area of financial innovation.JN Rural Commercial Bank is a financial enterprise serving “Agriculture,Rural areas and Farmers ”.Compared with other commercial banks nationwide,the development of personal wealth management services has a certain gap in terms of product variety,management level,and system supervision,and there is also a weak awareness of financial management.Single product of financial management,lack of technical support,lack of financial management personnel and other issues.For JN Rural Commercial Bank,how to change the traditional marketing ideas,make use of the advantages of its own outlets and customers,formulate a scientific marketing strategy,and promote the rapid development of JN Rural Commercial Bank’s "Fumin Jin Lotus" personal wealth management business,becoming a major issue in current development.Based on 7P combination theory and STP theory,the problems of JN Rural Commercial Bank’s financial product marketing has been studied.The SWOT analysis method has been used to analyze the advantages,disadvantages,opportunities,and threats of JN Rural Commercial Bank.It was considered that JN Rural Commercial Bank should adopt a growth strategy.Based on the growth strategy,the target market of JN Rural Commercial Bank was subdivided,selected,and positioned.The target group is selected from 31-year-olds and the target customers were customers aged 36-50 and over 50.Target customers aged 31 to 35 are potential target customers.In order to realize the sales growth target of JN Rural Commercial Bank’s wealth management products,the different product strategies,different starting point pricing strategies,Omani-channel marketing strategies,comprehensive marketing strategies and tangible display,personnel and service improvement strategies has been proposed.The construction of marketing concepts,corporate culture,and human resources will improve the marketing level of JN Rural Commercial Bank’s "Fumin Jin Lotus" and will help it to overcome its own weaknesses,give full play to its own advantages,and seize external opportunities.These can help JN Rural Commercial Bank to achieve the financial target.