Research On Marketing Strategy Of Personal Savings Business Of W Bank

With the continuous development of Internet finance,the traditional profit model of commercial banks has been impacted,and gradually changed from focusing on corporate business to retail business.In the retail business of banks,personal savings business can be said to be the top priority and the cornerstone of retail business.Therefore,commercial banks invest more and more in personal savings business,which further intensifies the competition in the personal savings market.In addition,the diversification and convenience of online financial products driven by Internet finance are also constantly eroding the personal savings market and competing with commercial banks for retail personal customer resources.In the current era,in order to better develop personal savings business,commercial banks should not only stand out in the banking industry,but also face the competitive pressure from Internet finance.The competitive environment faced by banks is more complex and changeable.In this context,as one of the most important businesses of W bank,how to choose the marketing strategy suitable for the actual situation of the bank,in order to deal with the changes and pressure brought by the market environment and better promote the development of personal savings business is the focus of this paper.This paper takes W Bank’s personal savings business as the research object,analyzes and introduces the marketing status and macro environment of W Bank’s personal savings business;uses Porter’s Five Forces Model to analyze the marketing environment of W Bank’s personal savings business,including the degree of competition among competitors in the same industry.,the threat of potential competitors,the threat of substitutes,the bargaining power of suppliers and the bargaining power of customers are studied and analyzed.Using the SWOT analysis method,it is concluded that the bank’s personal savings business has certain advantages in terms of physical outlets,product interest rates,brand influence and development potential,but at the same time,it has the disadvantages of limited brand awareness,less distribution of outlets,and chaotic human asset management.It is also facing challenges such as the accelerated retail transformation of large banks,the continuous increase in the number of banks in the same region,the development of regional economy and the diversification of financial management methods.Finally,the STP analysis method is used to comprehensively analyze,and the strategic alternatives are obtained.The marketing strategy of W Bank’s personal savings deposits is expounded in terms of products,pricing,channels,and promotion strategies.Guarantee the effective implementation of the strategy.This paper proposes that W Bank should choose a differentiated marketing strategy in the marketing of personal savings business.This paper takes W Bank’s personal savings business as the analysis and research object,deeply studies the marketing status of W Bank’s personal savings business,finds out the problems existing in W Bank’s current personal savings business,applies the marketing strategy to W Bank’s personal savings business,and continuously improves W Bank’s personal savings business.Service level and brand awareness,strengthen individual customers’ sense of belonging to W Bank,and realize the continuous development of W Bank’s personal savings business.At the same time,studying the characteristics of W Bank’s marketing management has certain reference significance for sorting out the marketing theory of small and medium commercial banks.