Research On Digital Marketing Strategy Of Pingan Bank For Personal Financial Services

With the rapid development of China’s socio-economic landscape since the reform and opening up,the disposable income of the general public has significantly increased,giving rise to the demand for personal finance investment.Personal finance business belongs to the retail finance industry,and although commercial banks started personal finance business relatively late,it has developed quickly and on a large scale.Personal finance business has now become a new profit growth engine for commercial banks in China.As the competition in the financial product market intensifies,the competition for personal finance business is also fierce,with over 25 commercial banks in the country possessing the operational qualification for personal finance.At the same time,with the rapid development of information technology,banking and financial technology has been widely applied,and internet finance has experienced rapid growth.Commercial banks must apply the current rapidly developing internet information technology,conduct in-depth research on popular market marketing strategies,and leverage digitalization to play an important role in personal finance service models,product development,and market selection in order to improve the competitive advantage of commercial banks’ personal finance business and provide solid support for their long-term sustainable development.Ping An Bank is a national commercial bank with a 36-year development history.It has recently established a strategy of transformation through financial technology and breakthroughs in retail intelligence,focusing on comprehensive financial management and innovation-led by technology.It adheres to the principle and method of enhancing technological innovation capabilities and aims to build a "world-leading intelligent retail bank" as its development goal.With the rapid development of financial information technology,Ping An Bank,like other banks,faces new challenges and opportunities.It requires Ping An Bank to adjust its personal finance business marketing strategy in a timely manner to maintain its business competitiveness and market share in response to the changing market environment.Furthermore,through sorting and summarizing the research content related to commercial bank wealth management and digital marketing,applying marketing theory and tools such as PEST and SWOT to analyze the current situation of Ping An Bank’s personal finance business,and summarizing existing problems,the author also found that there are issues with inaccurate customer profile,low match between recommendations and customer demand,weak digital channel construction,urgent need to improve service quality,and insufficient digital marketing capabilities of the marketing team in digital marketing for personal finance business.Lastly,combining the market marketing theory and digital means of 4P and 4C,targeted digital marketing strategies and guarantee measures have been proposed to help Ping An Bank overcome the difficulties of personal finance business and improve its competitive strength in personal finance business,as well as provide a reference for the digital marketing strategy of other commercial banks.