The Designing Of Personal Financing Products Of The C Bank And Anticipative Market Prospect Analysis

Various financing products are provided by the commercial banks with the rapid development of the financial market, in particular, the private ones, which are updating very quickly. However, the similarities among them are obvious and they are mainly aimed for the clients of top and middle classes, especially the top one, commonly neglecting customers of middle and low classes.The C city commercial bank, a bank for the local people, is working for the enlargement of its businesses, taking the service of financial products as one of the important way. Designing a new type of product, with a large marketing potential, is an urgent mission of the bank.This paper described firstly the main financial products in China and analyzed the peripheral businesses of the bank of C city, summering up their properties, existing problems and the reasons. Then it introduced the Product Conception model of Rongtongbao, the product developed by the C bank, including the general description, the marketing position, the managing model based on the win-win policy and the effect of scale, the packaging and the sales promotion. In further, the perspectives, such as the condition of implementation, supporting technology, organization structure, management, authorization, the minimizing of risks are also explained in the text. Finally, an investigation is done in order to prove the anticipative market prospect in the market. 160 persons are chosen spontaneously to do a face to face interview. The analysis of the data shows that the product has a proper marketing potential.