Research On The Marketing Strategy Of Wealth Management Products Of Shanghai Pudong Development Bank ZZ Branch

As China’s economy enters the "New Normal",the central committee of the communist party of China puts forward the policy of "three go,one drop and one supplement",and carries out the policy of "deleveraging" and so on to the financial market.From the end of 2017 to now,the newly issued "new rules on capital management" set out from the aspects of de-channeling and breaking rigid payment,requiring commercial Banks to realize net worth management of financial products.This is a major negative for SPDB ZZ Branch,which has been relying on financial products with expected returns.At present,SPDB ZZ Branch has been unable to achieve the steady development of personal finance business by simply relying on the simple marketing methods such as the launch of expected earnings products and the implementation of price war,and needs to make all-round improvements to the current financial marketing.Based on the marketing mix theory,this article adopts the article structure of "finding problems--analyzing problems--solving problems".First of all,problems are found.After investigating and introducing the development status of personal finance business of SPDB ZZ Branch,an overall analysis of the external environment through the current policy,economic,social and technological environment,and a competitive environment analysis of competitors,customers and the company itself based on the 3C model.The second part is to analyze the problems.Based on the status quo of financial marketing and the external environment and competitive environment of financial marketing,the problems of personal financial marketing in the bank are diagnosed.Thirdly,STP strategy is improved to take family income and family life cycle as market segmentation indicators,and select the group whose net saving reaches the standard as target customers,and put forward clear and distinct market positioning for the bank’s financial products.The 7P marketing mix strategy is used to propose the improvement strategy from 7 aspects,such as product and price,and finally the implementation guarantee Suggestions are put forward from the aspects of talent,system and capital.On the one hand,this article helps SPDB ZZ Branch to make up the weakness of personal finance services and improve the competitiveness of the industry.On the other hand,it also has certain reference value for the development of the industry.