A Research On The Marketing Strategy Of Personal Financial Management Business Of Bank S

In recent years,China’s economic development has developed rapidly,the comprehensive national strength has increased,and the accumulation of wealth among the residents has gradually increased,which has stimulated the residents’ strong sense of investment.Due to the low interest rate of savings deposits,investors gradually seek to buy financial products to meet their investment needs.In this context,the personal finance business of banks arises at the historic moment,and some problems appear in the continuous expansion and transformation,which hinder the development of personal finance marketing business,such as serious product homogenization,insufficient promotion and other problems.Therefore,it is of great practical significance to explore the crux of various problems that hinder the development of bank personal finance marketing,and to find feasible marketing strategies and measures to promote the sustainable development of personal finance business in China.This paper selects the Bank of S as the research object,adopts the methods of literature analysis and investigation to obtain relevant information,and carries out the research work based on the actual development of the bank’s marketing business.Firstly,the research background and significance of this paper are expounded,and the relevant literature and theoretical basis at home and abroad are summarized.Secondly,it analyzed the marketing environment of S Bank from the aspects of macro environment and industry environment,analyzed the advantages,disadvantages,opportunities and threats of its financial business marketing development with the help of SWOT analysis method,and carried out in-depth research.Then,from S bank financial business marketing strategy,marketing combination and safeguard measures from three aspects,analysis of the development of the financial business,with the help of questionnaire survey and analysis,found that the personal finance business marketing segment is not deep,product homogeneity,product pricing lack of competitiveness,insufficient promotion,lack of professional marketing personnel.In addition,according to the actual marketing situation of the bank and the marketing problems found,with the help of STP and 7 Ps marketing theory,the marketing optimization strategy of S Bank personal finance business development was discussed from the eight dimensions of market segmentation,product,price,channel,promotion,personnel,process and tangible display.Finally,the human resources,risk prevention and control and technical marketing strategy guarantee measures.Study the marketing strategy of the personal finance business of S Bank,and clarify the target market in the bank’s finance business marketing through further market segmentation,pointing out the direction for the marketing development of the bank’s personal finance business.According to the market positioning of the bank’s personal finance,formulate reasonable marketing strategies to improve the sales volume and competitiveness of personal finance products of S Bank.At the same time,it has certain reference value and significance for the development of similar businesses in other peers.