Research On Marketing Strategy Of Personal Financial Products Of YC Bank Shijiazhuang Branch

In 2004,Everbright Bank issued China’s first RMB wealth management products,which marked the beginning of personal wealth management products of commercial banks in China.Since then,other banks have begun to issue various local currency and foreign currency wealth management products,and the market for bank wealth management products has started to develop at a high speed.The scale is also expanding.After 2009,the development of personal wealth management products of banks has entered a period of prosperity.However,with the improvement of the living standards of our residents and the accumulation of personal wealth of residents,as well as the improvement of residents’ personal financial awareness,the demand for value-added and value-added by individual investors has become stronger,and traditional bank wealth management products have gradually failed to satisfy the diversity of residents of financial needs.However,the current situation of the bank’s personal wealth management products market is not prosperous.The sales performance of personal wealth management products of commercial banks in China has not increased with the growth of wealth management needs of Chinese residents.This is mainly caused by two reasons.On the one hand,the marketing model of personal wealth management products of commercial banks in China is insufficient;on the other hand,the sudden emergence of Internet finance has caused a huge impact on the market of personal wealth management products.This paper first introduces the current situation of personal financial products marketing of commercial banks in China,then carries out a field survey on YC Bank Shijiazhuang Branch,analyzes the problems existing in personal financial products marketing of YC Bank Shijiazhuang Branch,and SWOT analysis on YC Bank Shijiazhuang Branch of commercial banks in China.Finally,it puts forward the optimization strategy for the marketing strategy of personal financial products of YC Bank Shijiazhuang Branch.On the one hand,it subdivides the market of YC Bank Shijiazhuang Branch,chooses the target market and the positioning strategy of the market.On the other hand,it gives the product strategy,pricing strategy,promotion strategy and channel on personal financial products according to 7Ps service marketing strategy.Strategy,visible display strategy,personnel strategy and process strategy.The main purpose of this paper is to put forward the optimization strategy for personal financial products marketing strategy of YC Bank Shijiazhuang Branch,which can promote the quality of personal financial products marketing of YC Bank Shijiazhuang Branch and meet the financial needs of residents.