| With the formal implementation of the new asset management regulations in2022,the personal financial services of small and medium-sized banks are facing new opportunities and challenges,and the marketing strategy of financial products must be optimized.Taking the behavior of Nanchang Branch of Bank X as the research object,this paper conducts a questionnaire survey on the potential customers of financial products of Nanchang Branch of Bank X,understands the crowd characteristics,financial needs and their evaluation of financial marketing of Nanchang Branch of Bank X,describes the current situation of personal financial products marketing of Bank X and analyzes the existing problems;Using pest and SWOT analysis to analyze the environment faced by the marketing of financial products of Nanchang Branch of Bank X;Use STP analysis tools to select the target market,clarify the market positioning,and put forward optimization strategies and safeguard measures.Under the current competitive situation,the marketing of personal financial products of Nanchang Branch of Bank X is relatively traditional,and the competitiveness has not been fully explored.The mainly problems are lack of effective marketing means,high-quality professional marketing personnel and accurate market positioning,which need to be optimized according to the changes of external situation and their own resource endowment.The potential customers of personal financial products of Nanchang Branch of Bank X have some remarkable characteristics that deserve attention,such as self-employed households and personnel within the system accounting for a large proportion,weak capital strength,low risk preference and so on.People’s awareness of financial management has gradually increased,but it is full of irrational behavior.The marketing of personal financial products of Nanchang Branch of Bank X is facing an environment where risks and opportunities coexist.Generally speaking,risks outweigh opportunities.Nanchang Branch of Bank X is deeply rooted in the local area and has local advantages.The development of Nanchang metropolitan area,the improvement of financial system,the construction of regional financial center and digital transformation bring new opportunities.At the same time,it also faces challenges in terms of fierce inter-bank competition and stricter financial supervision.Through STP analysis,market segmentation is carried out from the three dimensions of assets,risk preference and life cycle.Combined with the comparative advantages of Nanchang Branch of Bank X,the target market is selected to clarify its own market positioning and provide differentiated services.Improve the marketing strategy combination from the four aspects of products,promotion,price and channels.Based on the reality of their own small and medium-sized banks,build a whole system financial product supermarket,take consignment as the starting point,and accelerate the transformation of net worth financial products and the brand construction of their own financial products.The effective implementation of marketing strategy needs the support of team building,risk prevention system,digital transformation and assessment mechanism.It is necessary to build a high-quality professional financial marketing team,deepen investor education,improve the risk turnover system of financial business,accelerate the steps of bank digital transformation,and formulate a scientific and reasonable assessment mechanism.The implementation of the new asset management regulations has a general impact on the development of financial services of many small and medium-sized banks.This research has a certain reference significance for other small and medium-sized banks to analyze the changes of internal and external environment and optimize marketing strategies according to their own resource base. |
