Research On The Marketing Strategy Of Personal Finance Products Of X Branch Of A Large State-owned Commercial Bank

Analyzed by using internal and external environmental analysis and SWOT analysis methods macro environment and the demand for personal financial Due to the implementation of reform and opening up,China's economy is developing rapidly and residents' income continues.to grow,and the living standards of the people have been improved day by day.The attention of Chinese residents to personal assets has changed from"enough to spend "to" how to spend".In the face of the huge market opportunities in the personal finance In the market,state-owned commercial banks have to face fierce competition from foreign banks,inter banks and other financial institutions.Only the correct use of various marketing strategies can the state-owned commercial banks continuously open up the personal finance market.Maintain competitive advantage.Analyzed by using internal and external environmental analysis and SWOT analysis methods macro environment and the demand for personal financial products of state-owned commercial banks when they carry out the marketing of personal finance products,and analyzes the internal strengths,weaknesses,opportunities and threats in the external environment.And has formulated the corresponding marketing strategy for the choice.As the leader of our banking industry,the traditional"product-centered" marketing concept can no longer adapt to the rapid development of personal finance business.In order to stand out from the fierce market competition,we must pay attention to the construction of financial management brand.Design more personalized,more in line with customer needs of financial products.At the same time,we should strengthen the formation of financial management marketing team,use big data to carry out customer relationship management and improve customer loyalty.By optimizing service flow to relieve counter pressure,improve the efficiency of business processing,improve customer satisfaction.Finally,some suggestions are put forward to optimize the marketing strategy of State-owned commercial banks for personal wealth management products.It can optimize the marketing strategy of personal finance products from the aspects of customer orientation,product innovation,service channel,promotion strategy,talent construction,service flow and tangible display to promote the marketing of personal financial products.The author also puts forward that the implementation of personal financial product marketing should be ensured by doing well wind control,strengthening relationship management,promoting compliance sales and strengthening the security construction of electronic bank.