Research On The Marketing Strategy Of The Personal Financial Management Business Of The Primary Commercial Bank

Since its establishment,the Agricultural Bank of China Shannan Branch has developed rapidly and achieved remarkable results in the local area,making an important contribution to the financial development of the remote and remote Shannan area.However,from 2015 to 2017,the growth of personal wealth management business of Shannan Branch showed an inflection point.Among them,as the sales of Shannan Branch's "Safety and Benefit" and "Ben Lifeng" two financial products have experienced varying degrees of decline,which is particularly evident in the 2015 data.The personal wealth management business represents the future of commercial banks,which has become the consensus of the banking industry.Therefore,the serious decline in the personal wealth management business indicators of Shannan Branch affects the hearts of every agricultural banker.Shannan Branch of Agricultural Bank of China is a second-level branch because it is located in a prefecture-level city.Agricultural Bank of China is the earliest and most invasive in the Shannan area.So far,ABC has established 76 branches in the region,and its bank outlets have been extended to various townships.Therefore,compared with other financial institutions,ABC has the most extensive customer base and market share in the local area,but this original market position is gradually losing.In the face of the decline in the performance indicators of personal wealth management business,ABC has launched a number of marketing programs at the head office level,such as “inclusive marketing”,“customer stratified marketing” and “new product pilot marketing”,which are able to pass top-down The arrangement activates the vitality of the business sector and reverses the decline in performance.However,this article believes that the real problem has not yet been discovered.This is the main goal and motivation of this article.Based on the analysis of the current situation of Shannan Branch,this paper points out the marketing level problems reflected by the decline of marketing data,and attempts to analyze the causes of the problems.In combination with the marketing theories mastered in this MBA,such as "7P","4C" and "CSD" marketing theory,the marketing improvement strategy is proposed.This paper believes that the problems reflected by the decline of retail business in Shannan Branch are: low execution of marketing strategy,poor customer experience evaluation,insufficient linkage marketing,and backward marketing methods and channels.According to the marketing concept of “7P” marketing theory,focusing on people,products,channels,and customer relationships emphasized by “CSD” and customer status emphasized by “4C”,this paper proposes a marketing improvement strategy: creating a new customer experience and employees.Experience,establish a long-term strategic partnership with bank customers,establish a synergistic mechanism for precision marketing and fine management,and establish a multi-product system based on low-risk wealth management.