Research On Optimization Of Marketing Strategy Of Personal Financial Services In S Bank Under The New Regulations Of Asset Management

In recent years,with the continuous progress of the financial industry and the growing demand for wealth management by the people,the asset management business represented by bank wealth management has developed rapidly,but there are also many problems.In order to further regulate the asset management market and guide the asset management business to return to its origins,in April 2018,the People’s Bank of China,the State Administration of Foreign Exchange,the China Banking and Insurance Regulatory Commission,and the China Securities Regulatory Commission jointly issued the"Regulations on Regulating the Asset Management Business of Financial Institutions".Guiding Opinions"(referred to as the New Asset Management Regulations).The new asset management regulations have unified and standardized various asset management businesses including bank wealth management,subverted the original model of bank wealth management business,and raised new issues on the marketing strategy side of bank wealth management products.S Bank is a joint-stock city commercial bank with the largest scale of personal wealth management in my country,and it has a representative role in the study of personal wealth management business of banks.First,by reading a large number of domestic and foreign literatures,this paper gives an overview of the key points of new asset management regulations,market positioning,service marketing,and investment and financial management related theories.Combining the above research results,this paper uses the 4P theory to analyze the current situation of the financial management business of S Bank,and finds out the problems existing in the existing marketing model of the financial management business of S Bank from the two dimensions of positioning and strategy.The second is the problem of market selection;the third is the problem of product acceptance;the fourth is the lack of product competitiveness;the fifth is the lack of bright spots in the price level;the sixth is the weak channel construction;Secondly,this paper analyzes the marketing environment of S Bank’s wealth management business from the "internal" and "external" dimensions,and summarizes it through the SWOT model.On this basis,through the three dimensions of "market segmentation","target market selection" and "market positioning",this paper proposes the marketing positioning that S Bank’s wealth management business should take under the existing circumstances.Based on the above research,this paper takes feasibility and practicability as the first essentials,combined with 4Ps marketing theory,and puts forward the financial management of S Bank under the new situation of asset management regulations from four aspects: product strategy,price strategy,channel strategy and promotion strategy.Feasible suggestions for optimization of business marketing strategy: In terms of product strategy,we can further create product features,try portfolio marketing of wealth management products,and introduce other bank wealth management products through agency sales;in terms of price strategy,we can improve differentiated pricing at the income level and set up products flexibly Starting point of sales,optimize the way of handling fees;in terms of channel strategy,it can create inter-industry agency sales channels,improve online sales channels,and optimize the functional layout of outlets;in terms of promotion strategy,it can enrich customer contact methods,increase marketing support,and strengthen Wealth management branding.In response to the above suggestions,this paper puts forward relevant implementation guarantee measures for the marketing optimization plan at the level of organization,capital and system.