Research On Marketing Strategies Of Personal Financial Products Of Commercial Banks

In recent years,the level of per capita disposable income in China has been increasing with the rapid economic growth,and people have more and more idle funds.Most people choose to deposit idle money with banks to save interest,but in previous years the central bank has cut the bank’s benchmark deposit and loan rates several times,and people are getting less and less,unable to cope with inflation at all.In addition,the development of the real estate industry is not as good as before,and investing in the real estate industry is no longer the wisest choice.With the development of society,people’s financial management consciousness has become stronger and stronger,and the concept of financial management has changed.More and more people are choosing to buy personal knowledge from banks.Financial products,their own funds to the bank for management,so as to achieve the purpose of maintaining and increasing the value of funds.In this context,the development of personal financial products,financial institutions have launched their own financial products.In the market of personal financial products,traditional commercial banks not only need to face the fierce market competition in the same industry,but also face the impact of Internet finance.In view of this,we should formulate scientific and reasonable marketing strategies.It is crucial for banks to grab more market share.Taking Jinan Branch of CITIC Bank as an example,this paper makes a deep study on the marketing strategy of personal financial products of commercial banks.First of all,this paper introduces the research background,significance and methods of this topic,and collates the domestic and foreign documents on the marketing of personal finance products of commercial banks;This paper defines the concepts of personal financial products and marketing strategies,briefly introduces the theoretical analysis tools used in this paper,and summarizes the family life cycle theory and portfolio theory.Secondly,the author investigates the basic situation of personal financial products in Jinan Branch of CITIC Bank,and finds out the existence of the current marketing process of the bank through the method of interview.Then it analyzes the marketing environment of personal financial products by PEST analysis and SWOT analysis.Finally,the STP analysis method is used to subdivide the market of personal financial products in Jinan Branch of CITIC Bank,select the target market that is most suitable for the development of banks,and make the corresponding market positioning.Based on the theory of 4Ps marketing combination,the effective marketing strategy is worked out from four aspects: product,price,channel and promotion,and the guarantee measures to ensure the effective implementation of marketing strategy are put forward.This paper hopes to provide some help for commercial banks to establish better marketing strategies,seize more market share and win the victory of competition.