Research On The Marketing Strategy Of N Bank’s Personal Financing Business

With China’s reform and opening up gradually entering the deep-water area,the current situation of the financial market shows the marketization of money and interest rate.More commercial banks choose to improve the design of financial products,especially the choice of investment direction and target groups.China’s economy has achieved long-term sustainable and steady development,and people’s living standards have been improved day by day.The further acceleration of China’s "release,management and service" reform has further optimized the business environment and significantly improved the income level of residents.More and more people favor investment and financial products.Compared with funds,stocks and other financial products with high risk,people’s demand for bank financial products is increasing day by day.The new asset management regulations have experienced the test of the three-year transition period,which was officially implemented after the end of the transition period in 2022.Continuing to further promote the transformation of net worth and diversified products will become the next key goal of the bank’s financial management market.From the perspective of commercial banks,the original conventional marketing strategy needs to be changed urgently,and new strategic planning needs to be formulated and implemented.Although bank n has made corresponding strategic deployment for this policy when the new asset management regulations were issued in 2018,the financial environment has become more diversified under the new era background.Only by strengthening the marketing strategy of financial products,commercial banks can realize the smooth transition of financial product sales.Combined with the overall requirements of China’s current economic development,based on the immediate needs of the majority of customer groups and on the premise of implementing the specific requirements of the new asset management regulations,n bank gives full play to its own advantages,stabilizes the basic customer group,changes the traditional marketing mode,strengthens business innovation and meets the diversified customer needs.Based on the specific personal finance sales model of N bank,this paper adopts the way of randomly issuing questionnaires to customer groups,mainly collects and investigates the current customers’ information on the way,demand and satisfaction of purchasing financial products,finds out the problems existing in the current sales process of personal finance products,and designs diversified marketing strategies of financial products through the application of some specific methods,Provide commercial banks with a new perspective to improve their market competitive advantage.