With the deepening of the reform and opening-up,the demand for personalized and diversified personal financial products is also increasing,and the personal financial business of banks has ushered in an unprecedented good prospects for development,therefore,the competition among banks is very fierce.In addition,the income from personal financial business is also increasing in the proportion of the bank’s profits.At present,research on personal financial products of banks is mostly reflected in product comparative analysis,regulation,risk,and other aspects of housing.However,from the perspective of depositors,combined with marketing theory,there are relatively few optimization strategies proposed for commercial banks,especially those focusing on local businesses.Zhejiang Province is one of the most economically active provinces in China.Its unique geographical location and superior policy environment provide favorable soil for the development of bank personal financial business.As a local bank in Zhejiang Province,Bank A has benefited from its unique geographical and resource advantages,and its business scale in Zhejiang has developed rapidly in recent years.With the adjustment of business strategy,the business focus has shifted to the personal financial product line.However,due to the lack of integration of marketing strategies with the current situation in the region and insufficient in-depth exploration of local customers’ purchasing intentions,customer churn and poor marketing effectiveness of personal financial products have resulted.The literature on bank marketing strategies is mostly based on the bank’s own perspective.Less from the perspective of customer purchase intention.This article takes Bank A as the research object,based on the relevant research results of customer purchase intention and personal financial product marketing strategies,analyzes its marketing problems and explores corresponding countermeasures based on the analysis of Bank A’s operating status and personal financial product purchase intention.This article uses questionnaire survey,literature research methods and empirical analysis to design a survey questionnaire from the perspective of purchase intention,and finds a series of problems in the marketing process of Bank A’s personal financial products.This paper adopts the methods of questionnaire survey,literature research,statistical analysis,etc.,based on the perspective of purchase intention,combined with risk theory,technology acceptance model and other methods to design the survey questionnaire.The questionnaire adopts a five level scale,which considers the purchasing intention of depositors from six dimensions: perceived ease of use,perceived usefulness,comparative advantage,perceived risk,experience and satisfaction,and involvement.The distribution of the questionnaire combined online and offline distribution methods,and further investigation was conducted on key survey subjects using interview methods.Finally,this study concludes that,customers have low willingness to purchase products,lack of innovation in promotional activities,and high customer perceived risk.These pain points have reduced the customer’s willingness to buy.Therefore,the next step is to optimize the existing marketing strategy of Bank A with the goal of improving customers’ purchase intention.Through analysis,it is proposed that the product side should implement differentiation based on purchase intention;At the promotion end,innovative promotion methods should be adopted;On the server side,suggestions should be made to improve customer perceived experience and reduce customer perceived risk.In order to ensure the effective implementation of marketing strategies,this article also proposes suggestions from the perspectives of supervision,organizational support,and technical support.This article hopes to optimize the marketing strategy of Bank A’s personal financial products from the perspective of purchase intention,while providing some suggestions to other local commercial banks in Zhejiang. |