Research On Marketing Strategy Optimization Of Personal Financial Management Business Of Suzhou Branch Of Agricultural Bank Of China

In recent years,China has witnessed continuous improvement and steady growth of economic development.Currently,China's gross national product(GNP)ranks second in the world following the United States,and the per capita disposable income continuously increases.As Chinese people have increasingly more spare money,there is more urgent demand for maintaining and increasing the value of their money.The traditional approach of fixed deposit obviously cannot meet their needs for personal wealth management.Therefore,new ways of investment and wealth management are in urgent need to meet their requirements for maintenance and increase of personal wealth.Since China's accession to the WTO,China's financial industry has seen rapid growth and higher degree of opening,which has brought pressure to traditional commercial banks for rapid transformation.As a result,those bank's personal wealth management services have begun to rise and then develop at a high speed.Agricultural Bank of China Suzhou Branch is a commercial bank based in a region with high economic development level,yet its sales performance of personal wealth management services cannot catch up with the local economic growth.In order to expand the Branch's personal wealth management business,the author,based on relevant marketing theories,analyzes the existing problems in the Branch's sales of personal wealth management services through market research,and puts forward relevant marketing strategies to provide effective solutions to its problems in thisregard.First,this paper sets forth the purpose and significance of the research on the marketing strategy of personal wealth management services of the Branch,as well as the research status and development trend at home and abroad.Then,it discusses deeply the current situation and problems of marketing campaigns conducted by the Branch for its personal wealth management services.It concludes that the Branch has seriously homogeneous products,relatively low service awareness and service quality,messy and unsystematic investment products,insufficient product innovation and unsystematic sales strategies.Then this paper surveys the demand for high-end wealth management products of the Branch's customers,and on this basis,identifies market segmentation and target market for the Branch.Finally it proposes a marketing strategy combination that meets the development needs of the Branch.