| In recent years,with the gradual development of the economy,personal wealth management services have created rising profits for commercial banks and other financial institutions year by year.Individual customers play a crucial role in the development of business for all major banks and financial institutions.Banks will pay more attention to the marketing of personal customer wealth management business than ever before.Therefore,the development of personal wealth management services has become a new direction for everyone to develop the banking industry.The development of corresponding marketing strategies for personal wealth management products has become a priority for major banks in the region.This study takes the DW branch of the Bank of China as the research object.It first describes the main types of personal wealth management products of the sub-branch and the development status of personal wealth management services,and proposes problems in the marketing process,and conducts in-depth analysis;second,from the macro perspective.The environment,customer needs and other aspects were analyzed,and a marketing strategy suitable for the development of the personal finance business of the sub-branch was proposed.Finally,this study designed the safeguard measures for implementing the marketing strategy.This study believes that the development of personal financial services of this sub-branch has obvious advantages and shortcomings.There are both opportunities and challenges in the personal wealth management market.The sub-branch is a city-level sub-branch of a newly established state-owned commercial bank and is developing personal wealth management services.At the beginning,there are often many difficulties encountered.How to overcome the obstacles in the process of business development requires DW branch to give full play to their advantages,summarize and analyze their own business deficiencies,learn from each other’s weaknesses,formulate efficient and reasonable marketing strategies,and then upgrade the branches Local market share of personal financial services.By providing targeted follow-up personal financial management services,we can further increase customer loyalty and increase customer stickiness.This has far-reaching significance for the branch’s personal wealth management brand communication.This study also has some reference significance for the development of personal financial services in the same industry in the district. |
