Research On Personal Financial Business Marketing Strategy Of Z Bank Suining Branch

In recent years,with the rapid development of the domestic economy and the continuous growth of residents’ income,the demand for banking financial services has been constantly increasing.As a comprehensive financial service of commercial Banks,personal financial business has great development potential and market space.It is a process for commercial Banks to adapt to and meet customers’ financial needs for a long time,and the only way for Banks to transform their business strategies.Therefore,Banks are seizing the market opportunities,developing various new products according to their own problems,expanding the team of financial management personnel,and improving product marketing strategies to develop financial business.The important position of personal financial business in the development strategy of commercial Banks is further highlighted.This paper takes the personal financial business of Z bank Suining branch as the research object,analyzes and studies the development status and marketing environment of the personal financial business of Z bank Suining branch,and finds out the problems existing in the current marketing strategy of the personal financial business of Z bank Suining branch.First,product homogeneity is serious;Second customer segmentation is too simple;Third,high-quality and comprehensive financial personnel is short,the selection mechanism is not sound and the performance appraisal system is incomplete;Fourth,the marketing mode is single,customer service experience is poor.This paper analyses the marketing environment of personal financial business of Z bank Suining branch of by PEST.Based on the marketing theory and the actual situation of Z bank Suining branch,this paper puts forward the marketing strategy of personal financial business of Z bank Suining branch.According to the market segmentation theory,determine the orientation and segmentation of the market of personal financialbusiness of Z bank Suining branch.And from the product strategy,the channel strategy,the promotion strategy,the personnel strategy,the service process strategy,the digital marketing strategy several aspects put forward optimization Suggestions..In order to ensure the smooth implementation of the proposed marketing strategy,it is necessary to do a good job in risk prevention and control,human resources,information management and overall linkage.