The Research Of Marketing Strategies Of Personal Finance Service In Hua Xia Bank Based

Since the 1970 s,China's economic level development trend is stable,the income level of residents has graduall y increased.In the case of disposable income per capita,the demand for the preservation and appreciation of residents ' assets is becoming more and more strong,but the traditional wa y of financial management saves regularl y,which is diffic ult to meet the needs of residents for personal financial management.With the advantages of low cost,wide coverage,high efficienc y and convenient investment,Internet finance has become an indispensable new force in China's financial services industr y.Compared with the traditional entit y in terms of financial services,Internet financial broadening the channels for the traditional financial services of commercial Banks,however,with the development of the Internet financial and operations of commercial Banks,development caused a huge shock,especiall y all kinds of "treasure" series products constantl y emerging,but also for the commercial bank individual financing business development,marketing,causing adverse effects.In this paper,based on the the or y of marketing,this paper makes a comprehensive,objective and s ystematic anal ysis of the marketing problems of personal finance in huaxia bank.In 2017,huaxia bank ranked 71 st in the "global bank 500" ranking of "banker" magaz ine,with a brand value o f $3.473 billion.Huaxia bank in the countr y set up branches at 40,56 secondar y branch,business organiz ations(including small branch,communit y,etc.),925,the total number of emplo yees nearl y 40000 people,the financial services business radiation thr oughout the countr y;In five continents 115 countries(or regions)of 375 cities set up agencies,initiall y formed commercial bank service network covering major global trade area,the financial services for its business laid a solid foundation.However,i n the face of the huge impact from Internet finance,huaxia bank's personal finance business was not ideal,which became the "weak industr y" of the bank's performance.The stud y mainl y around the following several aspects: firstl y,the backgr ound of huaxia bank personal financial business marketing related research literature,P ersonal financial theor y,marketing theor y is simpl y introduced;Then the huaxia bank personal finance product t ype,content and related performance was anal yz ed,and reveals the ban k's personal finance business impact of products is not rich enough,market positioning,marketing is relativel y single,reasonable marketing incentive mechanism is not sound,etc.;Using P ES T anal ysis model,the SWOT anal ysis model of huaxia bank personal financing business macro micro marketing environment,as well as the advantages and disadvantages in the development opportunities and challenges faced b y s ystematic anal ysis,on this basis,the focus from product innovation,This paper puts forward the science,pricing,marketing channel construction,marketing service and promotion strategy to promote the marketing activities of Huaxia Bank's personal financial business,in order to carr y out marketing combination,populariz e the personal finance busines s of Huaxia Bank,and have important reference significance to realiz e the strategic goal of "marketing activities,personal financial business profit target and financial service".