Research On Marketing Strategy Of Personal Finance Products Of ZZ Sub-Branch Of Bank Of Communications

With the continuous accumulation of national wealth,people’s demand and expectation for financial management is increasing day by day.In this environment,the scale and quantity of financial product issuance have generated explosive growth,but at the same time,the marketing of bank financial products has also exposed many problems,which has brought resistance and challenge to the deepening and sustainable development of financial market.Financial marketing strategy is the core method of competition among bank financial products,and how to meet the ever-evolving needs of financial customers is the core issue of marketing strategy.Bank of Communications and the fifth largest bank,ZZ Sub-Branch of Bank of Communications was selected as the object of this paper to carry out research on optimization and improvement of marketing strategies of personal financial products of this sub-branch.First of all,through literature review,this paper sorts out the basic concepts of personal finance products and the main theories of marketing of financial products,and explains the thinking framework and research methods adopted by the research institute.The development status of personal finance product marketing at home and abroad is analyzed and studied.On this basis,the basic situation of ZZ Sub-Branch of Bank of Communications was explored through interviews and data collection,and the characteristics,types and marketing methods of personal finance products of this sub-branch were analyzed and mastered.Second,for my welfare with ZZ Sub-Branch customer satisfaction survey as the breakthrough point,dig ZZ Sub-Branch system of personal finance product marketing in the existing problems,such as financial product homogeneity,purchase threshold setting is insufficient science,risk control,marketing channels of a single,ZZ Sub-Branch configuration is not reasonable,the personnel not enough professional,customer maintenance,etc.At the same time,the optimization and improvement strategies for the marketing of personal financial products are proposed,including the innovation of financial products,better coordination with customers’ buying behaviors,optimization of financial services and risk setting of financial products.Finally,in order to ensure that the optimized marketing strategy of personal finance products can be implemented,Suggestions are given from the implementation.At present,the market share of bank financial products has accounted for about 30% of all banking business.It is expected that through this study,it can be used for reference for the marketing of personal finance products of ZZ sub-Branch of Bank of Communications,play a positive role in increasing the marketing performance of personal finance products and improving customer experience,and also provide ideas for other Banks to carry out marketing management.