Research On Marketing Strategy Optimization Of Personal Finance Products Of Bank Of China Tianjin Branch

In the era of the traditional financial industry being strongly impacted by Internet finance,banks' personal wealth management business is facing increased market competition and insufficient product innovation.The overall volume of wealth management business has declined severely,but with the development of the Chinese economy,people's spending power With the steady improvement,more and more individual customers hope to create more value with their own assets,which has caused a rise in market demand for asset appreciation,and the potential of personal wealth management products business is huge.Bank of China Tianjin Branch is competing in the region Facing different opportunities and challenges.After years of development,Bank of China's personal wealth management product income has been relatively stable,with a wide range of wealth management products,and has formed a certain reputation among customers.Judging from the current situation,the macro environment of Bank of China Tianjin Branch is relatively optimistic.The gradual increase of residents' awareness of financial management is conducive to promoting the development of personal financial services.The strengthened supervision and healthy financial environment can provide personal financial services.It has a good development space,but as the competition situation of personal financial product marketing becomes more and more severe,not only the same industry,many financial companies are also holding the personal financial market.There are still many shortcomings in the personal financial product marketing stage.The purpose of this article is to address the problems in the marketing strategy of personal wealth management products of Bank of China Tianjin Branch,combined with the complementary characteristics of Internet finance and traditional commercial banks,and to propose corresponding solutions and optimization procedures.By analyzing the current situation of Bank of China Tianjin Branch,five angles of brand,product,channel,relationship and service in marketing theory are selected,based on the STP theory,and combining the 7P theory with the 6C theory to optimize the market Positioning and brand strategy,and specific marketing strategies for personal financial products of Tianjin Branchfrom product strategy,promotion and channel,personnel strategy,process strategy and other aspects.Drawing on the advanced theories and ideas of scholars at home and abroad,and elaborating the guarantee measures for the implementation of personal financial marketing strategies from three aspects: system,manpower and technology.After research and analysis,the scheme was designed with qualitative typing and quantitative model.Put forward certain opinions and suggestions on optimizing the marketing of personal wealth management products of Bank of China Tianjin Branch,and suggested that the selection of the main target market of Bank of China Tianjin Branch be positioned in the mid-market to optimize the benefits at a reasonable cost.Based on the actual situation of the Bank of China Tianjin Branch,especially in terms of goals and principles,a practical implementation plan is proposed,while the future development and transformation of the traditional banking industry are planned.