Marketing Strategy Analysis Of Personal Financial Business Of ICBC A Branch

In recent years,with the continuous growth of per capita disposable income of Chinese residents,Chinese residents have become more concerned about their wealth accumulation and wealth management methods at the client end,and their financial needs have developed from the traditional direction of saving and financing to a more diversified direction.The personal financial business of China’s commercial banks has ushered in tremendous development potential and opportunities.At the commercial bank end,the proportion of personal financial services to the operational performance of commercial banks in the new market environment has increased year by year.Therefore,how to effectively seize market development opportunities and compete for market share of personal finance business has become an urgent research object for major commercial banks and Internet finance companies.This paper first uses the PEST analysis model to find out the impact of macro factors such as politics,economy,society,and technology on the development of commercial banks’ personal financial business.From the above factors,we can find out the opportunities and obstacles that may be available for the development of ICBC Branch A.At the same time,with the help of Porter’s Five Forces Model,the competitive environment of Branch A is fully analyzed from five dimensions.Analyze the advantages and disadvantages of each competitiveness,and provide reference for the subsequent proposed marketing strategy optimization plan to promote strengths and avoid weaknesses.Secondly,according to the operational indicators of Sub branch A,there are issues such as the slowdown in the growth of personal savings deposits,the year-on-year decline in the number of individual customers,and the serious year-on-year decline in intermediary business income.Combining questionnaire and analysis of the current situation of marketing strategies,we have identified problems in marketing strategies in four areas: product,channel,personnel,and process,as well as in-depth analysis of the reasons for the above problems.Finally,combined with the The Marketing Theory of 7Ps,feasible marketing strategy optimization plans are proposed for the four aspects of product,place,personnel,and process,according to the results of the cause analysis.To ensure the effective implementation of the marketing strategy optimization plan,corresponding safeguard measures are proposed.Aiming to improve the market competitiveness of ICBC Branch A,this marketing strategy optimization plan is expected to provide some reference for the personal financial business marketing strategies of peers or internet finance companies.