The Research On The Marketing Strategy Of Personal Financial Services Of China Everbright Bank Qingdao Branch

In the past three decades,the economy has been developing by leaps and bounds,and a large amount of wealth has been accumulated in the Chinese society.Facing the increasingly wealthy people,they have begun to have demands for financial services and wealth management.The traditional regular savings and Treasury bonds and other banking services have been unable to meet the needs of the people for financial services.Faced with unprecedented market opportunities,the bank seized the opportunity to build a bridge for the people to help increase wealth and solve the financing needs of enterprises.In recent years,personal financial products and related businesses have also developed rapidly.More and more financial products have appeared in people's eyes and attracted extensive attention from people of all walks of life.Along with the rapid development,a series of problems have arisen,such as how to further improve the level of personal finance products issued by commercial Banks in China;How to solve the commercial Banks themselves to optimize the marketing strategy of personal finance products;How to win in the fierce financial competition and so on.This paper takes Qingdao branch of China Everbright bank as the main research object,USES management marketing theory to deeply analyze the development status of personal finance services in China,and conducts in-depth research and discussion on the marketing strategies of personal finance services and other related issues.As a financial manager of a bank,I can make use of my experience in practical work and what I have learned in marketing courses to conduct research and analysis on the marketing strategies of the personal finance services of Qingdao branch of Everbright bank and put forward reasonable Suggestions.The main research methods used are: the SWOT analysis method,through the analysis of Everbright bank Qingdao branch personal financial management business in the developing advantages and opportunities,such as regional and local policy is good,flush with cash and strong reputation and brand construction,etc.,also put forward the Everbright bank Qingdao branch in peer pressure,site layout,market segmentation,the respect such as high-end customers weak disadvantages and threats,and Everbright bank Qingdao branch is summarized in the personal finance business of the SWOT matrix analysis,proposed the rationalization proposal.Using the market segmentation theory,this paper analyzes the market segmentation,target market and market positioning of the personal finance services of Everbright bank Qingdao branch and puts forward Suggestions for improvement.First of all,the whole market of Everbright bank's personal finance business was scientifically subdivided,and the pain points of marketing strategies were found through systematic evaluation of customer groups and the application of life cycle theory.The second is to analyze the target market,find the largest customer group and key customers to focus on marketing;Finally,it is clear market positioning.Then use 7 ps marketing theory,from the configuration character customization products,optimize service process to improve the service level,improve channel construction,make full use of rich promotions and staff quality and skills of ascension and so on are proposed,hope that through these measures can help Everbright bank's personal finance business has a better development.