Research On Marketing Strategy Of Personal Finance Services Of Lanzhou Rural Commercial Bank

With the development of China's financial industry and the further promotion of interest rate marketization,people's concept,understanding and management of personal wealth are also changing.How to manage financial affairs has become a hot topic of discussion.In the past few years,due to the increase of market demand for personal financial products,China's banking industry has made certain achievements in personal financial services,highlighting that banks of all sizes have begun to enter into personal financial services,and some commercial banks have made personal financial services as the dominant business and the main source of profits for the overall operation.However,in the past two years,the formal appearance of the New Regulations on Assets Management and Financial Management(hereinafter referred to as the "two regulations")has directly attacked the key points of alienation of asset management business by breaking through a series of measures such as rigid exchange,non-standard control,and cutting the inside and outside of the statement,which has brought about tremendous changes in the whole domestic banking personal financial management business,both the business model and the profit model of the financial management business will be subverted.Overlapping change.In this subversive change,the personal financial management business of the National Rural Commercial Banks has been greatly impacted.The "two regulations" redefine the personal finance business of banking industry,which brings challenges and opportunities for the development of personal finance business.Lanzhou Rural Commercial Bank was established relatively late.Although its capital scale,the number of business departments and the number of employees have begun to take shape,its development is very slow,especially its personal finance business development level is not high.Based on this,this study takes Lanzhou Rural Commercial Bank as the research object,focusing on the study of the bank's personal financial management business marketing strategy.Firstly,the current situation of the bank's operation and marketing strategy is analyzed.Then,the macro and micro environment faced by the bank is discussed by PEST analysis,SWOT analysis and five-force model analysis,and the advantages of the bank are clarified.Advantages,opportunities and threats,based on which the main problems of the bank's marketing strategy are summarized.The results show that there are some problems in the bank,such as insufficient product development and innovation,poor professional level and professional quality of employees,single marketing mode,inadequate development and utilization of marketing channels,etc.According to the results of the analysis,7Ps marketing portfolio theory is used to market the bank from seven aspects: product,pricing,channel,promotion,personnel,process management and tangible display.The strategy is optimized to provide reference and reference for improving the bank's marketing strategy.At the same time,the implementation of marketing strategy is guaranteed from six perspectives:marketing team,organization,risk control and technical support within the organization.