Research On Marketing Strategies For Personal Financial Products Of Hunjiang Rural Commercial Bank

With the continuous advancement of interest rate liberalization,the continuous improvement of Internet technology and related financial wealth management products,and the narrowing of the gap between deposit and loan interest rates in the main business of the traditional banking industry,the intermediate business income led by financial products has gradually been valued by bank owners or managers.Due to the fact that China's national regulatory authorities have been carrying out risk control on financial products and their derivatives,and have stepped up supervision and review at this stage,the business development and product innovation of personal finance products have been hindered to some extent.Although the development of financial services in China is very rapid,but the problem of homogeneity is very serious,and it is difficult to innovate.However,personal finance products are bound to be the profit growth point of banking enterprises in the future.Therefore,we should learn about customers' needs on the basis of market research,formulate and develop innovative financial products,formulate relevant marketing strategies and implementation guarantees,and make early preparations for the growth points of the company's future business.This paper takes Hunjiang Rural Commercial Bank's personal finance products as the research object,through discussions with relevant business personnel of Hunjiang Rural Commercial Bank,interviews with existing customers of corporate companies in the financial field,research on the market environment of Baishan City,Jilin Province,and the current collection of relevant data that affects the degree of marketing in the market,comprehensively use theoretical analysis methods,field survey methods,literature analysis methods and other research methods,combined with SWOT analysis,STP theory,4P marketing theory,PEST analysis and otherrelated theories to get an analysis of the current situation of Hunjiang Rural Commercial Banks' personal wealth management products.It summarized the existing problems such as the lack of regional characteristics of its products,the need to strengthen the professionalism of sales staff,and the urgent need to improve sales channels,and provided relevant solutions such as creating new products,changing concepts,improving management,and increasing feedback,and related marketing strategies of personal finance products.By perfecting the existing mature system and making specific improvements,transforming the service and marketing concepts of wealth management products,expanding the depth and breadth of wealth management products,increasing the training of professional wealth managers,focusing on the research of customer needs and consumer psychology,take scientific and effective measures to achieve the sustainable development of personal financial management business of commercial banks in China.This article uses Hunjiang Rural Commercial Bank,a small and medium-sized commercial bank in an underdeveloped area,as an entry point to conduct multi-angle investigations and researches,and proposes relevant solutions to solve the existing problems of Hunjiang Rural Commercial Bank such as making good enterprise organization system,implementing perfect marketing concept to develop,and building a solid logistics support etc.Find the competitive advantage of Hunjiang Rural Commercial Bank in Baishan City to meet the opportunities and challenges that Hunjiang Rural Commercial Bank will face.Starting from the practical significance,how to establish the bank's product marketing image,how to stand out from large banks,and how to improve the bank's profitability are important issues facing Hunjiang Rural Commercial Bank's personal finance product marketing,and also all small and medium-sized banks ' important issues to be faced.The research on marketing strategy of personal finance products of Hunjiang Rural Commercial Bank has a positive influence on the future development of Hunjiang Rural Commercial Bank,and it has positive reference significance to other rural credit cooperative associations and rural commercial banks in China for personal finance product business.