Research On The Improvement Of Marketing Strartegy Of Personal Financial Business Of Zhenjiang Branch Of Bank A

With the development of national economy and the continuous improvement of residents’ personal income level,residents’ personal investment awareness and investment ability are increasing day by day.Traditional financial products are favored by many investors because of their low risk and high return.At the same time,they also increase the income of intermediary business for banks.Commercial banks and even non bank financial institutions have taken measures to seize the market share of personal financial services,and the competition is extremely fierce.With the introduction of new asset management regulations by financial regulators in 2018,which require breaking the rigid cashing,maturity mismatch and capital pool,the financial products sold by commercial banks will break the previous characteristics of low risk and high return,which will have an important impact on the development of personal financial services of commercial banks.Commercial banks must adjust their marketing strategies accordingly in order to achieve growth in the market reform of personal financial services.The sunflower financial products and service system launched by bank A in 2002 has been recognized by the majority of residents.The main reason is that bank a has been adhering to the business philosophy of customer-centered and creating value for customers,the humanized online banking / mobile banking operation experience and the whole market open product platform,which have been recognized by middle and high-end customers.Although from the operation data of the head office,bank A’s personal wealth management business has the most influence in the industry,its local influence in Zhenjiang is less than that of the head office,and it is not high in the local market share and the ranking of brother branches’ wealth management business.There are problems in the marketing strategy of personal wealth management business.Through PEST analysis,STP theory,4P marketing theory and 4C marketing theory,this paper will analyze the factors affecting the marketing strategy of personal finance business,using questionnaire survey,literature analysis,survey analysis and other research methods,combined with the slow development of personal finance business in Zhenjiang Branch of bank A,the serious homogenization of financial products and services,and the formality of marketing process management of financial business The comprehensive quality of financial personnel needs to be improved,the construction of marketing channels and promotion means is not good,as well as the lack of portfolio marketing of financial products,the lax management of the marketing process of financial products,the need to improve the training and assessment of financial management teams,and the lack of innovative means of publicity and promotion activities.We will conduct in-depth research on new regulatory policies such as new regulations on financial management and new regulations on financial management,as well as the local economic,social and scientific and technological level in Zhenjiang,In terms of horizontal competition and customer demand,analyze the influencing factors of personal financial business marketing strategy,find out the improvement measures of personal financial business marketing strategy of bank A Zhenjiang Branch under the new situation,improve the strategy from four aspects: improving the competitiveness of financial products and services,strengthening the management of financial business marketing process,improving the comprehensive quality of financial personnel,improving the construction of marketing channels and promotion means,and provide assessment Resources and compliance guarantee to promote the better development of personal financial management business of Zhenjiang Branch of bank A.