Research On The Marketing Strategy Of Personal Wealth Management Products Of X Bank S Branch

Although China's personal finance business started late,is still in its infancy,but its development potential is enormous.At the same time,the importance of personal financial products innovation and product sales in the retail business sector of banks has become more prominent,banks have begun to focus on the formulation of targeted marketing framework and marketing strategies,committed to solving the financial products homogeneity and lack of talent related issues.By analyzing and studying the personal financial products of Bank X S Branch,this paper first combs the related concepts and determines the direction of research.Then combined with marketing and management theory,based on the marketing status of personal financial products,this dissertation researches the advantages and disadvantages,chances and threats of Bank X S Branch.In the course of the research,SWOT analysis tool is used to analyze the personal financial products of Bank X S Branch in depth.It is pointed out that the existing problems of Bank X S Branch are inaccurate positioning of financial products,single promotion method and lack of joint marketing.Finally,aiming at the related problems,the specific marketing scheme is formulated from the aspects of customer market segmentation,customer demand satisfaction and comprehensive promotion strategy.The innovation of this paper is: according to SWOT analysis matrix,the next development strategy of Bank X S Branch is positioned on high net worth customers,through the accurate marketing of high net worth customers,to make up for the development bottleneck caused by the change of external environment and the tightening of supervision.X Bank S Branch should make full use of its group's comprehensive financial advantages,under the strategy of the group's Internet technology,take the market as the basic goal,make use of Internet finance to meet the needs of customers to the greatest extent,seize a new height of development in personal financial sales and strategies,and in the increasingly competitive financial product market.Further improve market share.