Research On The Marketing Strategy Of Personal Financial Management Products In Jinan Branch Of ZX Bank

In the 1990 s,China's commercial Banks' personal finance services began to develop gradually.As the domestic economy continues to pick up,disposable income is rising.At the same time,high inflation is squeezing people's assets.Residents in this background,how to correctly carry out own and family reasonable allocation of assets structure,implementation was also promoted to important issues,such as assets value,people began to enter the rising demand for finance and investment,and people for the asset value idea and the problems existing in the traditional business model of commercial bank further intensified.On the other hand,the rapid rise of Internet insurance companies has brought a great negative impact on the normal development of commercial Banks' financial services.In terms of policy supervision,the China banking regulatory commission has issued new regulations to further optimize and standardize commercial Banks' financial services.To sum up,if Banks still choose the traditional business model and do not do any flexible innovation,then it is very likely to be eliminated by The Times.In this context,this paper takes jinan branch of ZX bank as an example to study the marketing strategy of personal financial products.On the basis of elaborating relevant marketing strategy theory,this paper USES scientific analysis method to analyze the internal environment,macro environment and competitive environment of ZX bank's personal finance products.Using the operation data of personal financial products of jinan branch of ZX bank to get the problems existing in the current marketing strategy;Questionnaire survey is adopted to investigate customers,and then user portrait analysis and demand environment analysis are conducted according to the obtained data.Based on the collection of problems and data analysis,solutions to improve market competitiveness are explored,and then feasible marketing strategies are developed.The main conclusions of this study are as follows: in terms of products,there is unreasonable design of financial products;Serious product homogeneity,lack of product innovation;Low integration level of individual business;In terms of price,its pricing strategy lacks pertinence;In terms of channels,commercial Banks started later than large state-owned Banks.Its marketing channels are limited;The active marketing function of online banking channel has not come into play;In terms of promotion,there are problems such as single marketing means and insufficient information disclosure.According to these conclusions,countermeasures are proposed.In terms of price,it elaborates on the allocation strategy of net wealth management products,makes full use of public services to expand the number of customers,subdivides the target market and transforms to comprehensive wealth management services.In terms of price,differentiated pricing and a combination of pricing strategies;In terms of channels,gradually improve the county and town marketing channels,strengthen the construction of smart network and broaden the network marketing channels and other strategies;In promotion,use product promotion and social media to promote business development;Finally,it provides implementation guarantee for the implementation of the strategy from the aspects of risk management,customer relationship,product information disclosure and marketing team construction.