Research On Marketing Strategy Of Personal Financial Services Of Jilin Bank FAW Branch

With the continuous development of China’s economy and the increasing growth of national income,how to preserve and increase the value of idle funds in hand has become a common concern of our residents.More and more residents are trying different investment methods from the past,and among the many investment methods,bank financial products have undoubtedly become the most popular one.How to be in an advantageous position in the fierce market competition has become an issue that Jilin Bank needs to pay attention to in the long run.This paper analyzes the current marketing problems of Jilin Bank’s wealth management business,including insufficient product differentiation,lack of target market positioning,inadequate utilization of marketing channels,low product promotion,and professionalism of marketing personnel to be improved,by combining the current marketing status of Jilin Bank’s personal wealth management business in FAW Sub-branch.These problems have seriously hindered the development and growth of Jilin banks’ wealth management business.Facing the above problems,this paper analyzes from macro,micro and SWOT aspects and concludes that Jilin Bank FAW Branch has certain advantages in terms of network distribution,leadership team and number of customer groups,and can bring new marketing opportunities through strategic cooperation with FAW Group and retail changes,and should adopt SO marketing strategies to improve the publicity and competitiveness of wealth management products.At the same time,in order to solve the marketing problem of wealth management business of FAW branch of Jilin Bank,market segmentation was carried out according to customers’ net asset value,risk level and age structure,and finally,steady and balanced customers with assets between RMB 500,000 and RMB 2 million and aged between 50 and 65 were selected as the main target market.Based on the new positioning of the target market,the product strategy is to develop customized wealth management products to sink funds and seize the market;the price strategy is to promote differentiated pricing and take dynamic adjustment according to different customer purchase amounts and risk preferences to win more customers’ trust and recognition of Jilin Bank’s wealth management pricing;the channel strategy is to use cooperative marketing to expand the brand effect,supplemented by the financial management staff’s online and offline channels to In the promotion strategy,provide new media means such as old with new activities and advertisements for promotion,and use the relationship between customers to carry out marketing;in the personnel strategy,carry out professional training of personnel to improve the quality of service,while enhancing interactive communication with customers;in the process strategy,establish unified service process specifications,provide customers with continuation services and strengthen emotional connection;in the tangible display strategy,focus on the In the tangible display strategy,focus on the beautification of the network point,and strive to create a professional display platform.At the same time,in order to effectively implement the marketing strategy,the system,human resources,material resources,funds and other aspects to provide security support.