Research On The Optimization Of Personal Finance Marketing Strategy Of Taizhou Branch Of Everbright Bank

After forty years of Reform and Opening-up,people’s wealth has been accumulated rapidly.Since the COVID-19 outbreak,residents have a stronger demand for property appreciation,and the diversification trend of personal asset allocation is prominent,which also drives the rapid development of personal finance services.For banks,personal finance services can bring considerable intermediate business income for banks,create the possibility of capital internal circulation for banks,and bring sustainable income.It is increasingly important in the development of banks’ various businesses,so banks are competing for the market share of personal finance services.As a joint-stock commercial bank in Taizhou,Everbright Bank Taizhou Branch urgently needs to optimize the marketing strategy of personal finance business.Through literature research,questionnaire survey,case analysis and summary,this paper conducts research on the optimization of personal finance business marketing strategy of Taizhou Branch of Everbright Bank.Firstly,this paper analyzes the current situation of service marketing strategy of Taizhou Branch of Everbright Bank through research,and analyzes the current situation of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and process strategy of personal finance business.Through questionnaire survey and interview,we learned that the bank’s marketing strategy has some problems,such as serious product homogeneity,insignificant price gap,inconsistent products sold through channels,incomplete promotional information,insufficient professional degree of marketing personnel,insufficient interactive physical display,and lack of customer pertinence in the business process.Secondly,through the political,economic,social and technological environment PEST analysis;STP analysis was carried out through market segmentation,target market selection and market positioning.The microenvironment analysis was carried out by SWOT.According to the analysis,the Taizhou branch of Everbright Bank should vigorously promote the sales of financial products,seize the period of personal finance and digital transformation opportunities,with the help of Everbright Bank’s financial ability and income,promote financial products to build the Taizhou area of the main brand of financial management.Finally,the 7PS theory was used to put forward personalized product design,differentiated price strategy,diversified customer acquisition channels,scenario-oriented promotion strategy,professional marketing team,humanized tangible display and targeted marketing process.And from the improvement of staff professional level,improve the performance appraisal mechanism,the formation of team cooperation mechanism,strengthen the application of financial technology and improve the level of risk management perfect safeguard measures.