Research On Marketing Strategy Of Personal Financial Management Business Of ICBC C Sub-Branch

In recent years,with the continuous increase of the wealth of residents in China and the continuous improvement of residents' financial awareness,people's concept of increasing income from family assets has become stronger and stronger.The concept of financial management has undergone major changes compared with traditional deposit-type financial management.The investment method of interest income has not been able to meet the financial needs of residents,and the wealth management products that have emerged as a result have been widely favored by people because of their high income and low risk of investment targets.At the same time,the trend of interest rate liberalization has become more and more obvious.Banks have to transform and develop,and change the way of relying excessively on deposit and loan spreads to earn income from intermediary business.The development of personal wealth management business not only increases the income of intermediary business,but also optimizes the bank.The income structure provides a new profit growth point for the development of banking business.Therefore,in recent years,various banks have increasingly richer types of wealth management products,and their investment deadlines have become more flexible and diversified.With the influx of multi-type tripartite products represented by Yu'ebao and P2 P,banks not only have to face The competition in the industry also faces the challenges of Internet finance.As the development of personal wealth management business presents a diversified trend,from the perspective of marketing platform,personal wealth management business is changing from the perspective of providing single wealth management products to the allocation of family wealth management assets.High-end customers are pursuing tailor-made products;from marketing In terms of methods,the bank's personal wealth management business has shifted from relying on a single outlet to a multi-channel approach such as WeChat,Weibo,and e-platform.This not only improves the efficiency of the bank,but also broadens the marketing channels and channels.Conceptually,from the traditional "product-centric" to "customer-centric",no longer simply value product sales,but also value customer maintenance,these new changes forced ICBC to change marketing ideas and accelerate development and transformation.With the acceleration of interest rate marketization and the pressure of Internet finance and horizontal competition,the problem of unreasonable customer structure,single-term wealth management products,and difficulty in controlling sales risks has become more and more obvious.The most significant factor in the development of personal wealth management business.This paper is aimed at the development of ICBC's sub-branch,personal wealth management products and the marketing status of wealth management products.Through the analysis and reference of the marketing management of similar financial products in the international market and similar financial products of other domestic commercial banks,from marketing and behavior.From the perspective of the integration of financial science,through the theoretical collation and practice summary of marketing strategies and strategies in domestic personal financial services,we explored the marketing strategy of personal wealth management products that is in line with the bank operation management model and meets the target customer's investment needs and psychological characteristics.On this basis,this paper will also apply the research results to improve the bank's existing wealth management products and design marketing strategies,improve the development speed of ICBC C Branch in the personal wealth management business market,optimize the overall product allocation,and improve the sales of personal wealth management products.