Research Of Personal Pension Financial Product Marketing Strategy For B Bank Suzhou Branch

With China’s economy enters the "14th Five-Year Plan" phase,the issue of aging population has become an increasingly severe challenge.As an important area to address this issue,pension finance has attracted high attention from the entire society.In this context,the Suzhou Branch of Bank B,as a first-tier branch of a large state-owned commercial bank,launched a pension finance development strategic plan in 2019.Despite Suzhou’s economic development,its aging population is quite high in the Yangtze River Delta region of China.Although the government has been committed to improving local pension service infrastructure in recent years,it still faces deep-seated problems such as weak pension industry economy and insufficient personal pension awareness.However,the silver market has already emerged.In this situation,the Suzhou Branch of Bank B needs to consolidate its market share and enhance its market competitiveness in an increasingly competitive market environment.To achieve this goal,the bank analyzed the problems faced in developing personal pension finance and explored how to optimize its product marketing strategy to better serve the needs of the personal pension finance market.These research results not only provide valuable suggestions for the Suzhou Branch of Bank B,but also provide reference for other institutions in the pension finance field.This article adopts survey research,literature research,comparative research,and questionnaire survey methods to study the marketing strategy of personal pension finance products of the Suzhou Branch of Bank B.Through comprehensive research on the internal and external environment of Bank B,the current development status of pension finance in Suzhou and the actual situation of the Suzhou Branch of Bank B in promoting personal pension finance product marketing were deeply understood.At the same time,using SWOT analysis,the self-advantages,disadvantages,external opportunities,and threats of the Suzhou Branch of Bank B in developing personal pension finance business were analyzed in depth,in order to summarize the current situation and prominent problems of the marketing of personal pension finance products of the Suzhou Branch of Bank B.In addition,a detailed questionnaire survey was conducted for elderly customers to understand their pension finance needs,and the reasons for the problems were analyzed from the perspectives of external marketing problems and internal service processes.These research and analysis results combined with the use of STP tools for market segmentation and positioning,as well as the7 Ps analysis method,will help the Suzhou Branch of Bank B to better formulate marketing strategies for personal pension finance products and improve service quality to better meet customer needs.Finally,this article proposes guarantee measures to help the bank smoothly implement its marketing strategy,promote its smooth and healthy development,and also provide reference and reference significance for other banks to optimize their marketing strategies for personal pension finance products.