Personal Financial Marketing Strategy Research In Changchun Branch Of Citic Bank

Since the reform and opening up,my country’s economy has flourished rapidly,residents’ income levels have continued to improve steadily,and people’s concepts and awareness of investment and financial management have been deepening.A single regular savings products can no longer meet the demand for savings of banks.Lack and do not have a professional investment level,so the product investment vision is invested in a relatively stable wealth management product market;another unilateral,due to the rise of Internet finance in recent years,quickly seizing the financial market share,and the development of traditional banking business has also been strongly stronger.The impact,relying on the traditional way of deposit and loan,can no longer adapt to fierce market competition.Various banks have seized the retail market,expanded their revenue,and turned their attention to personal financial business.As one of the twelve national joint-stock commercial banks,CITIC Bank Changchun Branch is also actively transforming the business model.It attaches great importance to the development of the bank’s retail industry.It will make personal wealth management business a new growth point for bank profits and actively seize the wealth management market share.This article uses this as the background to study the current situation of the marketing marketing,marketing environment,and marketing strategies of wealth management,and study the development of the personal wealth management business of CITIC Bank Changchun Branch.First of all,this article analyzes the theoretical foundation of the bank’s personal wealth management business,and uses the SWOT analysis tools to combine the future development trend of personal wealth management marketing in combination with 7P marketing theory,PEST analysis method,and Potter five-force analysis models.The external environment,comprehensively grasp the development of CITIC Bank’s personal wealth management business.Although at present,CITIC Bank still has a strong advantage in the personal wealth management market and develops stable and upward,but also has some problems in the development of personal wealth management business,such as the problem of homogeneity of product,new product returns,new product returns The problem of large fluctuations is highlighted.These problems directly affect the healthy and sustainable development of CITIC Bank Changchun Branch.In order to monopolize the fierce wealth management market,CITIC Bank further improves and optimizes marketing strategies.On the one hand,CITIC Bank Changchun Branch do a good job of planning wealth management product planning,searching for customer needs,optimizing resource allocation,doing a good job of risk supervision,improving product research and development capabilities,and striving to solve the problem of homogeneity of wealth management products,provide customers with better personal financial management Products;strengthen the construction of financial manager teams,improve the professional literacy of wealth management managers,and improve the overall level of marketing services as the goal,and make every effort to create a professional and composite financial manager team.On the other hand Broaden marketing channels,increase the promotion of mobile banking,online banking,and We Chat banking to achieve the combination of product marketing online and offline,continue to deepen online marketing channels,provide corresponding special designs for different people,and provide them with corresponding special designs.,Young,Youba customer and other customer groups to further improve the personalized needs of customers.To maximize the purchase of online channels to meet customers’ needs for wealth management products,and provide convenient services for customer product purchase.