Research On Marketing Strategy Of Personal Financial Products Of Bank X

China's economy has maintained a rapid and stable growth for more than 40 years,and the disposable income of residents has continued to increase.In addition to living expenses,a large number of idle funds have been retained.People pay more and more attention to investment.How to keep and increase the value of idle funds through various investments,and how to keep and increase the value of funds without taking too much risk,is the most concern of ordinary investors.With the deep integration of the new generation of information technology and financial industry,the variety of personal financial products ushered in explosive growth,financial institutions continue to launch new financial products,commercial banks in the personal financial products market are facing increasingly fierce competition.How can commercial banks occupy a place in the highly competitive market of personal financial products? The key lies in the continuous development of new products,the continuous improvement of consumer satisfaction,and the innovation of sales strategies of personal financial products.The structure of this paper is as follows: the first chapter is the introduction,which introduces the research background,research significance,research methods and ideas;the second chapter is the literature review and theoretical basis.By combing the research results of domestic and foreign scholars,it summarizes the research status of domestic and foreign scholars on the marketing strategies of bank personal financial products,and explains the related theories of bank personal financial product marketing,including 7 P marketing theory,relationship marketing theory,etc.The third chapter analyzes the current situation and marketing environment of bank X's personal financial product marketing.Taking bank x as an example,it introduces the current situation of bank X's operation and the implementation of its marketing strategy,and analyzes the macro and micro environment of bank X's personal financial product marketing.The macro environment is analyzed from the political environment,the economic environment,the social environment and the technical environment,and the micro environment is analyzed from the competitors,the customer demand and the personnel allocation.The marketing environment of bank x is more optimistic.Improving the marketing strategy can help bank x expand the sales scale of personal financial products.In the fourth chapter,after analyzing the current sales situation of X bank's financial products,the author summarizes the problems existing in the marketing of X bank's personal financial products,including the low degree of specialization of sales personnel,the imperfect pricing system of financial products,the imperfect construction of marketing channels,and the single marketing means of financial products.In the analysis of the causes of these problems,we find that there are several points as follows: imperfect human resources system,lack of precise positioning of personal financial products,low level of marketing channel management,and the end of comprehensive application of marketing management concepts and strategies.The fifth chapter uses the 7p marketing theory,from the product,channel,promotion,personnel,relationship,service and tangible display strategy seven dimensions proposed x bank personal financial product sales improvement strategy.In order to provide decision-making reference for improving the sales of personal financial products of bank x,and provide reference for the development and sales of personal financial products of commercial banks in China.