Research On Optimization Of Marketing Strategy Of Personal Finance Management Business In Zhangjiakou Department Of YH Securities

With the rapid development of domestic economy,the disposable income of residents has been increasing year by year.The increase of wealth has strengthened the residents’ awareness of financial management,and the scale of the personal financial management market has become larger and larger.With the opening of the securities company’s license,the opening of the financial market and the innovation of Internet plus finance,it not only provides diversified choices,but also pulls out the big financial institutions to compete for financial clients.In order to further standardize the financial management market,the new capital management regulations issued by our country in 2018 emphasize the transformation of financial management products to net value,and make them return to the essence of asset management,after the new crown broke out in 2020,the two-way impact of financial capital and assets has further increased the pressure on financial institutions to transform their wealth management business.In 2022,the first year of the new capital management regulations will be officially opened,marking the financial market has entered the era of net worth.Under the background of financial technology innovation and Brokerage Business Transformation,how does YH securities Zhangjiakou branch break through the shackles of the traditional marketing system,actively embrace change and create a new situation,become the business department urgent need to study and solve the problem.Based on the existing theoretical system and combined with the new policy and new situation,to improve and optimize the specific marketing strategy of the securities companies,while solving the problems in the current marketing strategy of YH Securities’ financial management business in Zhangjiakou,to provide certain reference and guidance to other enterprises in the industry.Based on the basic marketing theories such as STP,4Ps and precision marketing,this paper aims at the current situation that the marketing effect of YH Securities’ personal finance business in Zhangjiakou is not ideal,focusing on the main problems and causes of the marketing strategy,that is,unreasonable market segmentation and target market selection,serious homogeneity of wealth management products,product pricing is not flexible,poor efficiency of marketing channels,less use of new media.The following optimization suggestions are further put forward: digital technology to promote intelligent financing,personalized product strategy;flexible use of multiple pricing forms,differential pricing strategy;online optimization of online development,all-round channel strategy;Ramming the traditional construction of online private domain,diversified promotion strategy.In this paper,the marginal contribution is mainly reflected in the following two aspects: first,from the perspective of product strategy optimization to build a smart financial brand,this paper puts forward the idea of intelligent financial management to build the integrated service system of front-end Customer Platform + six middle stations(customer,product,transaction,data,service,fund)+ back-office Operation Center with the help of digital technology,it enriches the content of product strategy optimization of securities companies in the digital era.Secondly,from the angle of channel strategy optimization,the paper proposes to construct on-line channel matrix,build a systematic and standardized network channel matrix based on vertical channels,media search,social platforms,video platforms,live broadcast platforms,and so on,and enhance online content drainage,broaden the securities companies to build online channels and promote the idea.