The Research About Chinese Commercial Bank's Personal Finance Product Marketing

In our country, the research about finance marketing arose after joining the WTO and particularly along with the commercialized progress for banks. Among them commercial bank' s personal finance product marketing is very important, and the research about it is seldom seen. Commercial bank's personal finance product marketing is financial service's individual character for each bank; also it is an important symbol that is different from other bank' s financial service. For each commercial bank, finance product marketing can improve bank management level, exalt the reputation of the bank and enhance its market competition ability. This reflects a kind of realistic need meaning the contents of financial consumption have changed greatly, and this requests the commercial bank to provide individualized, emotional and intelligent financial service.This paper can be divided into four parts and the logic structure of each part and main content is as follows.Firstly, I summarize the basic concept and characteristic of commercial bank' s finance product marketing, and analyze the reason of marketing finance product for commercial bank in our country.Secondly, I discuss present situations and key problems for commercial bank' s financial product marketing in China, such as the weakness of marketing consciousness, the narrowness of investment outlet, the lack of marketing organization, the lack of right market fixed position, the ability of bank clerks, and so on.Thirdly, through introducing general strategy of foreign commercial bank' s finance product marketing, I put forward some countermeasures of personal finance product marketing in our country, including setting up the marketing consciousness, strengthening organization system, expanding the marketing outlet, partitioning client carefully, etc.Fourthly, I inquiry into Chinese commercial bank bank' s personal finance product marketing risk and bring about the concrete countermeasures, such as taking the gauge of risk, putting service quality management into practice, protecting the trademark, training financial personnel, etc..Finally, I analyze the Chinese commercial bank bank' s personal finance product marketing case.