Research On The Marketing Strategy Of Personal Finance Business Of J Branch Of Bank X

With the continuous growth of China's economic development and social wealth,the rapid accumulation of household property,the concept of financial management is gradually changing,resulting in more diversified and multi-level financial management needs.Residents' financial behavior has also gradually changed from the traditional passive savings to the modern diversified active asset management,in order to maintain and increase the value of assets on the basis of good liquidity.The surging demand for financial services has led to the rapid development of the market for personal financial products.Personal financial services have become the key strategic direction of more and more commercial Banks because they can increase the stability of the operation of commercial Banks and expand the source of profits.But,in the process of commercial bank individual financing business development,the financial market is full of chaos and risks accumulation.In order to avoid financial risks and promote the healthy and sustainable development of the financial management market,the state issued the guidance on regulating the asset management business of financial institutions in 2018,which means that the personal finance market of Banks has ushered in a brand-new era.In this context,the regulatory environment and product form are obviously different from the past,and the marketing strategies of commercial Banks' personal finance products need to be adjusted accordingly.This paper takes J branch of bank x,which is mainly engaged in retail business,as the main research object,to explore its marketing strategy of personal financial services in the banking industry after the promulgation of the new asset regulations,and to use a variety of research methods,such as quantitative and qualitative methods,to deeply explore the new problems and new trends faced by the personal financial services of banks and the corresponding marketing strategies.Through the research,it is found that the J branch of bank X has the advantages of comprehensive financial platform,enterprise culture and financial technology in the same industry,but there are also serious homogenization of products and services,insufficient service capacity and high customer turnover rate.At the same time,it also faces the great challenge of fierce competition among peers and cross-border impact of Internet financial platforms under thebackground of intelligent operation of Banks.Therefore,faced with the impact of new asset regulations,this paper analyzes the reasons for the problems faced by J branch of X bank in the marketing strategy of personal finance products,draws on the experience of domestic and foreign commercial banks in the marketing strategy of personal finance services,and puts forward reasonable optimization suggestions for the marketing strategy of J branch of X bank.The purpose of this paper is to play an active role in promoting the improvement and perfection of personal financial business marketing strategy of J branch of bank X.At the same time,it is also hoped that this study can play a certain role of reference and inspiration for other commercial Banks to change their marketing concepts and improve their marketing ability.