Research On Marketing Strategy Of Personal Financial Business Of Rural Commercial Bank A Under The Background Of Internet Finance

In recent years,with the continuous improvement of people’s disposable income,more and more people hope and begin to increase income and improve the quality of life through financial management.According to the data of financial management business of commercial banks in China,personal financial management business has become one of the main businesses for major commercial banks to obtain profits.After the emergence of Internet finance,the application of big data and cloud computing has injected new vitality into personal finance,With the advantages of low threshold,flexible redemption,high returns,and simple operation,Internet personal finance has quickly occupied the market and gained a large number of buyers.Commercial banks’ personal finance business has encountered strong competitors.In order to seize market share and improve market competitiveness,various commercial banks quickly started the Internet financial management model.Rural commercial banks,which mainly serve agriculture,rural areas and small and medium-sized micro enterprises,started their personal financial management business late,and their marketing methods are not mature.Therefore,it is of great practical significance to study the marketing strategies of rural commercial banks’ personal financial management business.This paper,taking A as the research object,deeply analyzes the problems faced by rural commercial banks’ personal financial management business under the background of Internet finance,and puts forward their own views on the development strategies.Firstly,this paper expounds the concept,characteristics,components of Internet finance,and the concept,characteristics and importance of personal financial services through theoretical research methods;Secondly,Through case analysis and questionnaire survey,taking the behavior of A Rural Commercial Bank as an example,Describing the development of A Rural Commercial Bank’s personal finance business,through the analysis of the questionnaire survey results,we found the problems that appeared in A Rural Commercial Bank’s Internet personal finance business marketing,and made a specific analysis of the reasons for the problems,and then proposed corresponding marketing strategy improvement measures and safeguards.Through research and analysis,the article finally concluded that under the background of Internet finance,A Rural Commercial Bank should give full play to its own advantages,establish a professional financial management team,strengthen product innovation,expand Internet marketing channels,improve the management of marketing channels,strengthen risk management and control,expand Internet personal financial business,and occupy a place in the increasingly competitive market.The research results are practical.This article takes A Rural Commercial Bank’s behavior as an example,to really understand the current marketing situation of A Rural Commercial Bank’s personal financial management business in the context of Internet finance,and put forward some views on its development,providing a certain reference for A Rural Commercial Bank’s marketing of Internet personal financial management business.