Research On The Marketing Strategy Of Financial Products Of ICBC A Sub-branch Under The New Regulation Of Capital Management

With the continuous development of domestic economic development and social wealth,the rapid accumulation of residents and corporate property,the concept of financial management has gradually changed,resulting in more yuan,multi-level financial needs,financial management behavior from traditional low-income,single passive savings Gradually shift to a more promising and more profitable active asset management in modern times,in order to pursue better asset value preservation and liquidity management.The surge in demand has led to the rapid development of the wealth management products market,from germination and barbaric growth to the gradual standardization of operations.In this process,the financial market is chaotic and risk agglomerated.In order to avoid financial risks and promote the healthy and sustainable development of the wealth management market,in 2018 the state introduced the new regulation"Guiding Opinions on Regulating Asset Management Business of Financial Institutions",which means that the bank wealth management market has entered a new era.Under the new asset regulations,the regulatory environment is significantly different from the past,and the marketing strategy of commercial bank wealth management products is also in urgent need of adjustment.Therefore,with the main research object of the Industrial and Commercial Bank of Anhui Province A,the focus is to explore new problems and new trends faced by the bank’s wealth management business,and the specific influencing factors of personal and institutional customers’ purchase of wealth management products,in order to propose more targeted strategies and implementation recommendations.The conclusions of the study will have important practical significance for guiding commercial banks to change marketing concepts,improve precision marketing capabilities and respond to new challenges.In order to study the strategy of banking wealth management product service marketing after the promulgation of new asset regulations,this paper focuses on the new problems and new trends faced by bank wealth management business by using quantitative and qualitative research methods.A suitable marketing strategy.Through research,it is found that the Anhui Branch A of the Industrial and Commercial Bank of the same industry has the advantages of brand,internet financial innovation and financial technology,but there are still inflexible processes,imperfect product information disclosure,lack of market segmentation of products,and serious homogenization.Problems such as insufficient product level and lack of high-quality talents.In the period of rapid development of Hefei’s economy and the rapid intelligentization of banks,it also faces the huge challenges of fierce competition in the industry and cross-border impact of Internet finance.Therefore,in the face of new asset regulations,this paper proposes a highly targeted marketing strategy and implementation recommendations for ICBC Anhui A Branch’s wealth management products,which can be changed and broken through five major strategies:product,promotion,channel,talent and service process.The conclusions of the study will have certain practical significance and reference significance for guiding commercial banks to change marketing concepts,improve precision marketing capabilities and respond to new challenges.This article mainly includes six chapters.The first chapter analyzes the background,purpose,significance,ideas and innovations of this paper.The second chapter includes theoretical basis and literature review.It mainly introduces 7P,4C,life cycle,market segmentation and behavioral finance of wealth management product marketing.Waiting for five theories,and sorting out the literature from three aspects:bank wealth management,internet finance and other financial research;the third chapter uses PEST and SWOT framework to deeply analyze the macro and micro environment of ICBC’s wealth management products marketing of Anhui Branch A;This paper analyzes the status quo,problems and causes of ICBC’s wealth management products marketing in Anhui Branch of ICBC.The fifth chapter is based on 7P marketing theory and proposes the marketing strategy of targeted wealth management products according to the specific situation of Anhui A Branch.The chapter is the conclusion and outlook.