Study On The Improvement Of Shanghai Pudong Development Bank Shenzhen Branch Personal Financial Product Marketing Strategy

With the rapid development of China's economy,on the one hand,the income of residents has increased substantially,and idle funds have become abundant.On the other hand,the national overall education level has been significantly improved,people's understanding of investment and wealth management knowledge has become more abundant,and financial management awareness has become stronger.The increasing demand for capital preservation or appreciation through investment forms is a good opportunity for banks to develop wealth management business.The development of personal wealth management business not only increases the intermediary business income for banks,but also optimizes the bank's income structure,creating new revenue points for the bank's business development,but at the same time it faces the dual challenges of competition in the same industry and Internet finance.Shanghai Pudong Development Bank issued its first wealth management product in 2006.During the nearly 12 years of development,Shanghai Pudong Development Bank has continuously improved its personal wealth management business and developed various types of wealth management products.Up to now,fixed-income products have been able to pay according to the contract,and the agent products are running smoothly.However,with the intensification of competition in the personal wealth management market,Shanghai Branch of Shanghai Pudong Development Bank has to change its marketing ideas and seek new marketing methods to promote development.On the basis of combing domestic and foreign literature and theoretical knowledge related to marketing,this paper uses the four methods of literature analysis,comparative analysis,qualitative analysis and experience summarization to carry out the current macro and micro environment of Shanghai Branch of Shanghai Pudong Development Bank.The analysis,at the same time,carried out detailed research on the status quo and existing problems of personal wealth management business marketing.Judging from the current status quo,the macro-environment facing the Shanghai Branch of Shanghai Pudong Development Bank is relatively optimistic.The supervision of the government departments is strengthened,which will help to form a healthy financial environment.At the same time,the positive economic environment also provides a good development for the prosperity and development of personal wealth management business.Space,the increase in residents' financial awareness,is an important factor driving the development of personal wealth management business.However,the industry competition faced by Shanghai Pudong Development Bank Shenzhen Branch is very fierce.Many financial companies are following the personal wealth management market and have more potential competitors.This paper adopts 7P theory,6C theory and 4R theory as the theoretical basis for the improvement of the marketing strategy of personal wealth management products of Shanghai Branch of Shanghai Pudong Development Bank.Based on the 7P theory,this paper analyzes the improvements that the Pudong Shenzhen Branch can improve for employees,customers and the bank's own hardware environment.Based on the 6C theory,it analyzes the needs of Shanghai Pudong Development Bank in terms of customer demand and experience.Based on the 4R theory,it proposes improvement suggestions for the establishment and maintenance of customer relations by Shanghai Pudong Development Bank.Finally,it is proposed that the Shenzhen Branch of Shanghai Pudong Development Bank should improve the marketing strategy from the aspects of product portfolio strategy,product segmentation strategy,new product development strategy,floating pricing,new media promotion,etc.,and propose system equipment protection and risk control guarantee.And the construction of financial management teams and other supporting suggestions for the smooth implementation of marketing strategies.On the one hand,the research conclusions of this paper help Pudong Development Bank Shenzhen Branch to improve its core competitiveness,and on the other hand,it is also useful for other joint-stock commercial banks.