Research On The Marketing Strategy Optimization Of ICBC Y Sub-Branch’s Personal Financial Management Business

In recent years,due to the improvement of China’s financial marketization and the expansion of the business scale of China’s commercial banks,major commercial banks have realized the huge market of personal financial products and have adopted different marketing methods and strategies to actively seize the market share.The emergence of yu’e Bao and other third-party platforms undoubtedly intensifies the market competition.Y branch of ICBC actively promotes the development of financial management business,but there is still a gap compared with its peers.Some problems,such as single financial product portfolio,lack of precision marketing,unscientific organizational structure and poor service experience,have greatly reduced the marketing efficiency of financial business.In such a competitive environment,it is urgent to optimize the original financial business marketing tactics.Based on ICBC Y Sub-Branch,combined with the actual marketing situation of personal financial business,and taking 7Ps theory as the research main line,this study deeply studies and analyzes the problems existing in the marketing tactics of Y branch for personal financial business,and puts forward effective improvement tactics.Firstly,the paper introduces the background of the topic,the significance of the research,the research methods,the innovation of the paper,the content of the research and the framework of the paper.Secondly,it introduces the current situation and problems of Y branch.Based on the bank’s internal data,questionnaire data and interview results,combined with STP and 7Ps theory marketing theory,it analyzes and summarizes the current problems of Y branch’s personal financial business marketing.Thirdly,it puts forward corresponding tactics optimization for the problems of financial business.Based on the 7Ps marketing theory,the marketing tactics optimization of Y branch’s personal financial business is formulated from seven aspects: product,price,channel,promotion,personnel,process and limited display,including product portfolio tactics,full promotion,precision marketing,improving business level and optimizing service process.Finally,in order to ensure the feasibility of the optimization scheme,three safeguard measures are proposed,including improving the organizational structure of the sub branch department,improving the performance appraisal and incentive mechanism and strengthening the sub branch business risk management system.So as to enhance the core competitiveness of ICBC Y Sub-Branch in the interbank market.The research conclusion of this paper not only plays a guiding role in the marketing activities of personal financial business of Y branch,but also helps to provide corresponding references to other relevant banks.