PA Bank's Personal Financial Management Business Marketing Strategy

With the rapid development of the financial industry,in order to meet the needs of customers,the major banks have opened personal financial business to help residents to carry out financial management activities.Personal financial business sales gradually increased,but in the Internet financial constraints,the major banks personal financial business has been hampered.For banks,how to stand out from the competition,re-planning the new personal financial products marketing program is very important.Therefore,this paper to the Bank of Boston as an example,the bank's personal financial business marketing strategy to explore and analyze,in order to better promote the development of personal banking business.In the process of writing,this paper mainly uses the literature analysis method,SWOT analysis method,comparative analysis method and logical analysis method,and analyzes the individual financial marketing strategy with PA bank personal finance business as the specific case.In the process of writing the thesis,the development of the status quo and marketing status of the personal finance business of the Bank of Bank are analyzed and the main problems in the marketing process are found out.Secondly,it analyzes the advantages,disadvantages,opportunities and threats faced by PA Bank's personal finance business marketing process.Thirdly,according to the marketing theory,the marketing strategy of personal finance business is analyzed from four aspects: product strategy,channel strategy,service strategy and promotion strategy.Fourth,the development of marketing strategies to achieve the safeguard measures.It is proposed to promote the development of personal finance business of PA Bank from four aspects: team members,perfect performance appraisal mechanism and service system and perfect information technology infrastructure.It is of great significance to explore and analyze the marketing strategy of personal finance business of PA bank.First of all,according to the current market environment,combined with marketing ideas,improve personal wealth management business,and thus promote the development of personal banking business.Secondly,the promotion and promotion of the personal finance business of the PA bank can better help the residents to complete the financial management task and provide a safe financial way for the residents to manage their wealth.