| In recent years,with the rapid development of China’s economy,the living standards of the broad masses of people and the income available for investment continue to improve.Personal financial business has become more and more important in the banking system.Under the influence of Internet Finance and the popularity of virtual currency,the banking industry also generally shows the characteristics of high competition pressure and declining income ratio.At the same time,the degree of marketization of loan interest rate in China is increasingly deepening,and the capital market is also expanding and developing rapidly.Coupled with the cyclical fluctuations of local government loan interest rate,the personal financial business of commercial banks in China is also facing rare opportunities and severe challenges,and the competition among peers is more intense.The ever-changing market environment makes the original marketing strategy unable to adapt to the new situation of personal financial business development in the information technology era.In order to achieve high quality and sustainable development,commercial banks must first develop and innovate their marketing concepts and strategies.Based on this,this paper will take industrial and Commercial Bank XA branch as a typical case to analyze and discuss the problems existing in the personal financial business marketing of commercial banks in China,and strive to form a complete set of marketing strategy optimization plans that can guide their practice.Based on Wendell Smith’s "STP" theory,booms and Bitner’s "7PS" theory and Michael Porter’s "five forces analysis model",this paper finds out that XA branch’s products lack competitive advantages,lack of pricing flexibility Seven problems,such as imperfect channel construction,inconspicuous promotion effect,insufficient marketing personnel,disordered process management and inadequate physical display,have been studied and formulated corresponding 7PS marketing strategy optimization suggestions in view of the above problems,and the security policies that need to be implemented for the marketing strategy optimization of XA branch’s personal financial business have been put forward.It is hoped that this will help XA branch accelerate the development of its personal financial business,Further expand the proportion and share of XA branch’s personal financial business in the market,and provide certain reference and reference value for other commercial banks in China to solve the problems and difficulties encountered in the development of personal financial business. |
