| In recent years,our economy has been developing steadily,and then the living standard and consumption level of residents have been improving year by year,and the proportion of personal financial assets in total personal assets of residents is also increasing constantly.Therefore,personal finance business is the key area of the development of banking in the present and future.ICBC HB Branch adheres to active exploration and innovation,which is not only conducive to the stable development of the company and the consolidation of the company’s position in the world,but also conducive to the implementation of the people-oriented development concept,and more conducive to the introduction of high-quality financial products and high satisfaction financial services to customers.However,since the marketing of personal finance products requires a clear market strategic plan,and HB branch has not established a complete marketing plan,it will be difficult to survive in the market competition.In view of the above problems,this paper takes ICBC HB Branch as the research object and uses 4Ps theory to analyze its marketing strategy from four aspects: promotion,product,price and channel.It also uses questionnaire survey to investigate the purchase of personal finance products and customer satisfaction of ICBC HB Branch,and then explores the marketing environment of personal finance products of ICBC HB Branch.Finally,this paper discusses how to optimize the marketing strategy of ICBC HB Branch from four aspects: promotion,product,price and channel.First of all,there are many problems in the sales of personal finance products of ICBC HB Branch: single promotion strategy,lack of innovation in product strategy,unattractive price strategy,single channel strategy,etc.The main reasons for this phenomenon are: not to meet the customer requirements of the quality of service,the relationship with the customer is not enough attention;Product price range is not reasonable,and the connection with customers is not strong;The lack of forward-looking financial products,delayed response to the market and insufficient understanding of financial products are not conducive to obtaining long-term returns in operation,and other factors will affect the implementation of bank marketing strategy.Secondly,this paper analyzes the marketing environment of personal finance products of HB Branch of ICBC: from the aspects of external environment,it analyzes politics,economy,society,science and technology.Secondly,this paper analyzes the industry environment of personal finance products in HB Branch of ICBC,and analyzes the bargaining power of sellers,bargaining power of buyers,entry ability of potential competitors and substitution ability of substitutes.Finally,this paper conducts a SWOT analysis on the marketing strategy of personal finance products of ICBC HB Branch.Finally,it introduces the marketing strategy and safeguard measures of ICBC HB Branch of personal finance products.In terms of product strategy,banks should strengthen product innovation and improve service quality.Expand product categories to meet the needs of different customers,but also strengthen the brand building of personal finance products.When improving the pricing strategy of personal finance products,we can use cost guidance method,new product method,tracking method and other ways to improve the pricing strategy.In the channel strategy,the bank strengthened the effective management of the sales channel;Promote the standardized management of counter business and strengthen online sales channels.In terms of the promotion strategy of personal finance products,HB branch can improve and optimize from the two aspects of staff promotion and advertising promotion.In terms of safeguard measures,ICBC HB branch should establish a clear and scientific evaluation system,strengthen the professional quality training of employees,and actively promote the construction of online banking. |
