Marketing Strategy Research On Personal Finance Products Of DC Branch Of Agricultural Bank Of China

Since the 21 st century,with the rapid growth of China's GDP,residents' income levels have been rising,people's demand for the value preservation and appreciation of assets has been constantly increasing,and the interest earned on traditional bank savings deposits cannot meet the needs of residents.Most residents choose to buy commercial Banks' personal finance products,so the sales of personal finance products have grown rapidly in a few years.Financial products,with their low risk and higher interest rate than time deposit,have become the first choice for customers to invest in financial products.Party congress report for the first time put forward "create conditions to let more people own property income",19 big report continue to put forward "widen the channel of the residents' income and property income of labor",so increasing residents property income is not only its own internal demand,it has become the important direction of the government improve the residents' income distribution in China.At the same time,with the deepening of the financial system reform,the marketization process of commercial Banks is accelerated,and the competition among Banks is further intensified.In order to expand the source of profits,Banks actively transform and develop personal financial services?However,the development of personal finance products has exposed some problems existing in the product marketing,and there are still many areas to be improved in product marketing.With the development of traditional financial products,the rapid rise of Internet finance has also brought a great impact on the development of personal financial products in Banks.Internet financial products quickly occupy the market and further intensify the market competition.How to occupy a certain market share in the fierce market competition has become an urgent problem for Banks to solve.In this context,it is necessary for every commercial bank to research and formulate the marketing strategy of personal finance products of commercial Banks in China.Taking the personal financial product marketing of the DC branch of agricultural bank of China as the research object,this paper analyzes the current situation of personal financial product marketing of the DC branch of agricultural bank of China.By collecting a large amount of data and sorting out the data,it is found that the main problems existing in the personal financial product marketing of the DC branch of agricultural bank of China are as follows: Market segmentation is not accurate,lack of banking services to personalized,service efficiency is low,deficient marketing team construction and incentive,employee marketing enthusiasm is not high problems,SWOT analysis is used to analyze the marketing environment of personal finance products,The author makes marketing mix optimization strategy from market segmentation optimization,product strategy optimization,place strategy optimization,price strategy optimization,promotion strategy optimization,people strategy optimization,physical evidence strategy optimization,process management optimization?To ensure the smooth implementation of the marketing strategy of personal finance products by paying attention to customer relationship management,improving the business assessment mechanism and strengthening the risk control guarantee,to improve the operation level of the DC branch of agricultural bank of China and increase the intermediate business income of the bank?...