Research On Personal Financial Business Marketing Strategy For BH Branch Of Agricultural Bank

In recent years,with the continuous and steady growth of the domestic economy,the disposable income and savings scale of Chinese residents continue to grow,and residents pay more and more attention to the maintenance and appreciation of wealth,which drives the rapid development of personal financial services of commercial banks.The personal finance business of BH branch of Agricultural Bank of China has also become an important source of its non interest income.However,under the impact of Internet finance,the personal finance business of BH branch is facing greater competitive pressure.How to improve the market share in the fierce financial market has become an urgent problem for BH branch of Agricultural Bank of China.This paper selects BH branch of Agricultural Bank of China as the research object,according to its personal financial business marketing status,using the relevant theory of marketing management,according to the overall idea of "clear situation,find problems,analyze problems,and propose improvement strategies",studies the marketing strategy of personal financial business of BH branch of Agricultural Bank of China.First of all,this paper analyzes the current situation of marketing strategy of personal financial services in BH branch of Agricultural Bank of China,and summarizes the existing problems of marketing strategy of personal financial services from product strategy,price strategy,channel strategy and promotion strategy.Secondly,this paper uses PEST analysis method and Porter five force model to analyze the macro environment and competitive environment faced by the personal finance business marketing of ABC BH sub branch,and uses SWOT analysis method to summarize the opportunities and threats faced by its personal finance business,as well as its advantages and disadvantages.Thirdly,this paper uses STP marketing theory to subdivide the market of personal financial services,selects middle and high-end customers between 25-50 years old as the target customers of personal financial services of BH branch of Agricultural Bank of China,and makes accurate market positioning from three-dimensional network services,brand services and differentiated services.In addition,according to the problems existing in the marketing strategy of personal financial services of BH branch of Agricultural Bank of China,this paper puts forward improvement strategies for the marketing of personal financial services from four aspects of product,price,channel and promotion respectively,and improves them from three aspects of product strategy: putting forward targeted personal financial products with local characteristics,strengthening the brand and optimizing the combination of personal financial products In terms of price strategy,it puts forward the strategies of interest relying on files,customers with special needs and zero deposit and lump sum withdrawal;in terms of channel strategy,it puts forward to expand online channels,optimize entity marketing and carry out online and offline linkage marketing;in terms of promotion strategy,it puts forward to provide VIP experience,increase preferential efforts,strengthen personnel promotion and enrich promotion means.Finally,from the aspects of human resource guarantee,system guarantee and information guarantee,the paper puts forward the guarantee measures for the implementation of personal financial business marketing strategy of BH branch of Agricultural Bank of China.Through the research on the marketing strategy of personal financial services of BH branch of Agricultural Bank of China,it can not only provide guidance for the marketing of personal financial services of BH branch,but also provide reference for the marketing of personal financial services of other branches of Agricultural Bank of China and other state-owned branches..