Research On The Marketing Strategy Of Personal Finance Business Of Pf Bank Jinan Branch Under The New Regulation Of Capital Management

In today’s rapid economic development,there are various ways for residents to invest,however,for most people who do not have professional knowledge of financial management,leaving their wealth in the hands of professionals is still the primary choice.As an important financial institution,banks have a large number of customer resources.In today’s market-oriented interest rate reform,commercial banks’ deposit and loan spread income space is shrinking,and the traditional profit model is challenged.In order to seek new and lighter profit space and achieve the purpose of collecting deposits and gaining customers,banks start to develop personal finance business.However,while the development is in full swing,it also brings some problems.In order to further prevent and resolve financial risks and strengthen the function of financial services for the real economy,on April 27,2018,the relevant state departments launched the "Guidance on Regulating the Asset Management Business of Financial Institutions",referred to as the "New Regulation on Asset Management".For bank asset management products,the landing of the New Regulation on Asset Management means that the advantages of previous non-standard investment varieties will be greatly reduced,the uncertainty of investment returns will increase,and the net value will become more volatile.Both from the perspective of commercial banks themselves and investors,they need to adapt to the New Regulation on Asset Management.In this thesis,we will discuss the marketing strategies of commercial banks under the new regulation of asset management.