Research on the Marketing Strategy of Personal Financial Products of Bank of Jilin In recent years, with the rapid development of China's economy, people's investment and financial management concepts and awareness have gradually deepened. However, since most of the residents are relatively conservative and do not have professional theoretical knowledge and lack of investment experience, people will focus on the bank's personal wealth management products with higher security. Domestic commercial banks' personal wealth management products rely on their professionalism. Relatively small risks and relatively stable returns have been favored by people, allowing more residents to pay attention to personal banking products. At present, the types of wealth management products in the financial market are constantly enriched, and the competition for personal wealth management products of various commercial banks is also extremely fierce. At the same time, the rapid rise of Internet finance has quickly seized the share of the financial market, which has strongly impacted the personal wealth management products of commercial banks. As a city commercial bank in Jilin Province, Jilin Bank has always insisted on innovating financial products, creating a distinctive brand image, and providing first-class commercial banks with efficient and high- quality services. It has certain competitive advantages and good market reputation in the marketing of personal wealth management products. Personal wealth management products are highly secure and relatively stable, and are recognized and favored by residents. However, in the personal wealth management product marketing process, some problems still need to be resolved. Due to the relatively late development of personal wealth management business by Bank of Jilin, the wealth management products launched are relatively simple, lacking the innovation of wealth management products; the degree of specialization of wealth management services is not high, only It is to stay in the traditional financial advisory advice business, the overall financial management IV team's ability needs to be improved; the "following strategy" adopted in the pricing of wealth management products can not actively regulate the price of the wealth management products themselves; lack of reasonable market segmentation and clear Market positioning, customer relationship management is not scientific enough. In view of the shortcomings in the marketing process of Jilin Bank's personal wealth management products, through the macro environment, micro environment and SWOT analysis of personal wealth management products, it is concluded that personal wealth management products have high returns, high service quality and extensive service outlets. Advantage. If the economic system reform is taken as an opportunity, and combined with the increasing demand of residents for wealth, Bank of Jilin will give full play to its advantages, and conduct reasonable market segmentation of products, clarify the target market and market positioning, from personal wealth management product design, product pricing, Product marketing and promotion in four aspects to develop marketing mix strategy, launch innovative wealth management products, provide differentiated features; based on Bank of Jilin market segmentation, implement differentiated pricing strategies in the pricing of wealth management products; use media advertising to promote financial management in promotion product information is transmitted in all directions to enhance brand awareness; building multi-channel marketing to better expand market share. Realize the sustainable development strategy of Bank of Jilin, seize market share in the fierce financial market, give play to the advantageous advantages of Bank of Jilin, and enhance the core competitiveness of Bank of Jilin. In order to ensure the effective Implementation of the marketing strategy of Jilin Bank's personal wealth management products, relevant suggestions have been put forward in the implementation of safeguards. If it is necessary to further strengthen marketing risk management and control, build a high-quality marketing team, and improve the incentive mechanism。。。。。。以下内容略