A Research On The Marketing Strategy Of Personal Financial Products In X Branch Of Bank A

In recent years,the Chinese domestic economy has continued to rise,and the per capita disposable income of Chinese residents has also continued to increase.In addition,the deposit interest rate in the banking industry has continued to decline,the policy improvement has driven the standardized development of the wealth management business market,and the continuous emergence of wealth management subsidiaries and other wealth management institutions has led to the market environment.With the change of domestic investors,the demand for personal financial management of domestic investors has gradually increased.With the increasingly fierce competition in the banking wealth management market,wealth management business,as one of the important means to expand the source of funds in the banking industry,has received more and more attention from the banking industry.How to optimize the marketing of wealth management products to promote the growth of wealth management business Efficient development has become an important development direction that commercial banks in my country must consider.Driven by an orderly market environment and continuously expanding market demand,increasing the market share of wealth management products has gradually become a new competitive direction in the banking industry.After more than ten years of development in my country,the banking wealth management business has initially formed a scale.By the end of 2021,the market size of the wealth management business of commercial banks in my country reached 29 trillion yuan,a year-on-year increase of 12.1%.A total of 47,600 wealth management products were newly issued throughout the year,raising 122 trillion yuan,generating nearly one trillion yuan in income for investors.However,the wealth management business is still in its infancy in my country.The wealth management business of commercial banks in my country has the characteristics of a large customer base and rapid development.In addition,in recent years,wealth management products have changed to a net worth and open structure,and the capital-guaranteed wealth management products have changed.The gradual delisting has brought great challenges to the marketing of personal wealth management products of China Commercial Banks.The changes in policies and sudden changes in the market make it necessary for banks to optimize and improve the marketing strategies of personal wealth management products accordingly.Under the current competitive situation where the market development direction has changed significantly,there are many problems in the marketing of wealth management products of commercial banks in my country,such as insufficient product innovation capability,weak marketing channel construction,and lack of wealth management professionals.Therefore,how to base itself on the regional market? Investors’ actual wealth management needs,promoting the upgrading of the marketing model of wealth management products based on products,prices,channels,promotions,personnel,etc.,will be an important problem to be solved by my country’s commercial banks.The thesis takes the marketing of personal wealth management products of J Bank X Branch as the research object.Through PEST external environment analysis and SWOT internal environment analysis,the market environment factors of the bank’s wealth management product marketing are clarified.Summarize the marketing status of wealth management products,analyze the various problems in the marketing process of personal wealth management products according to market survey questionnaires and other data,and finally propose the market of personal wealth management products of J Bank X Branch based on STP theory and 7P marketing theory.The direction of marketing improvement and the follow-up safeguard measures provide constructive suggestions for the optimization of the marketing strategy of personal wealth management products of J Bank X Branch.