Research On The Marketing Strategy Of Personal Finance Business Of Changchun Branch Of Huaxia Bank

With the rapid development of China’s economy,the financial industry gradually occupies the historical stage.With the rapid development of the financial industry,it also faces unprecedented challenges.With the rapid development of the economy,the launch of various emerging financial products will bring personal finance services to the forefront.In recent years,with the gradual popularization and promotion of personal finance industry,the state began to focus on strengthening the supervision of personal finance services of commercial banks and other financial institutions.Followed by a series of new policies on asset management.In the face of the increasingly fierce competition among the same industry and the strict supervision of the financial industry by relevant departments,the personal finance business has also begun to face more huge challenges.Especially in recent years,due to the impact of COVID-19 on the economic market,the financial market economy has long been facing a more difficult situation.The emergence of this phenomenon also makes the residents’ demand for wealth become more enthusiastic.Residents’ pursuit of wealth has not only satisfied with value preservation,but also pursues the maximization of the appreciation of wealth investment.In the face of the new form,the increasingly severe supervision and residents’ higher requirements for the financial industry,the personal finance industry of the banking industry is really thought-provoking.With the continuous promotion of the retail transformation of commercial banks,the personal finance business has become one of the main markets for various banks to seize.In the personal finance business under the increasingly fierce market competition,in order to be able to better explore about huaxia bank Changchun branch personal finance business growth potential,etc.,to help them win the favorable market competitive position,this paper will be Changchun branch of personal finance business marketing strategy as the research object,respectively from the development status of personal finance business at home and abroad,for the huaxia bank Changchun branch facing the situation and situation.Using "7P service marketing theory",STP theory and other theoretical basis,combined with the practical problems encountered in the work,and using PEST analysis methods,in-depth summary and analysis.Provide corresponding solutions to the problems found in the investigation and research.Optimize the marketing strategy of personal finance business,and put forward the corresponding safeguard measures for it.It tries to explore an optimal route suitable for the personal finance business marketing strategy of commercial banks.