Research On The Marketing Strategy Of Bank A's Personal Financial Business

In the current context of China’s economic and social development,the national economy has continued to develop,and the disposable income of the broad masses of the people has continuously increased.At the same time,financial reforms have been increasingly promoted,and personal financial business has also achieved great development,contributing to bank profits.The degree is gradually increasing.Each commercial bank attaches great importance to the important role of personal financial business,actively seeks business transformation,and fully grasps the actual needs of customers.On this basis,it further promotes the construction of online service channels,combining online and offline,and improving customer satisfaction as much as possible.In recent years,China’s interest rate marketization has deepened and the capital market has developed rapidly.Coupled with the fluctuation of government policies,the personal financial business of commercial banks is also facing very cruel challenges,and competition in the industry has become increasingly fierce.Based on this,this paper takes A bank as a case to discuss some aspects of the current personal finance business marketing problem of commercial banks in China,and strives to form some marketing ideas and countermeasures that can guide practice.Based on the methods of social investigation,case analysis and literature analysis,this paper investigates the development status of personal financial business customers of Bank A.It is found that A bank’s personal financial business is not rich in variety,the price market is not differentiated,and the marketing channel is not optimized.The promotion design is unscientific,the personnel marketing management is not timely,the marketing process management is not comprehensive,the tangible display is not in place,and continuous optimization and improvement are needed.According to the relevant theory of enterprise marketing,combined with the problem orientation of A bank’s personal financial business,it is necessary to start from the aspects of product,price,channel,promotion,personnel,process,tangible display,etc.,especially to meet the actual needs of current personal financial customers.Focusing on the improvement of customer satisfaction,we established a personal financial business customer development system for modern commercial banks,increased efforts in the construction of corresponding customer channels and relationship cultivation,and firmly established the loyalty of commercial banks and customers.A bank’s personal financial business achieves good marketing benefits,helps and promotes the sustainable development of Bank A in the current financial system reform,and draws lessons from the development practice of other financial enterprises’personal financial business customers in China.