Research On Marketing Problems And Countermeasures Of H Bank’s Wealth Management Business

With the promulgation of the new regulations on asset management,the regulatory authorities have regulated the wealth management industry in an all-round way.Under the requirements of the new asset management regulations,asset management products must achieve net worth management,break rigid payment,and must not adopt a "shadow banking" operation model.In addition,the new asset management regulations strictly limit the multi-level nesting of asset management products,and clearly regulate the risk indicators such as leverage ratio and investment concentration of asset management products.In the era of post-asset management new regulations,the wealth management marketing model formed by commercial banks relying on the sales of "rigid payment" wealth management products for a long time will no longer adapt to market changes.Based on the theoretical framework of life cycle consumption theory,asset allocation theory and customer relationship management theory,this paper selects H Bank,a representative national joint-stock bank,for analysis.After the introduction of the new asset management regulations,the wealth management business of Bank H encountered problems such as a decline in the scale of new wealth management products,a decline in the scale of stock wealth management products,and a decline in the number of wealth management customers.Aiming at these problems,this paper analyzes the causes and gives corresponding countermeasures.Facing the new market environment and challenges,Bank H should seize development opportunities,build a complete product library,create an integrated mechanism of "investment,research,distribution and production",establish a comprehensive risk management system,improve the professional ability of financial managers,and strengthen investor education,to improve financial technology capabilities,so as to better adapt to the market environment of the wealth management industry under the new situation.