Research On Marketing Case Of Finance Products Of Dalian Branch Of SPDB

Along with the increasing accumulation of our dwellers' riches and gradual advancement of demand in finance market, domestic banks have been maintaining slower development in wholesale business and foreign banks come to penetrate the market. Under such circumstances, all banks contend to launch diverse personal finance services and distinct brands. Therefore, personal finance has become a new highlight of our banking industry at the present time, and enthusiastic marketing of finance products is of great importance for banks and clients.Employing case study, this thesis is divided into three sections, coming up with the company's current problems in introduction and then presenting basic information of Dalian branch of Shanghai Pudong Development Bank (SPDB) in case study. In case study, it analyzes the demand and competition status of finance market and the marketing situation of finance product of Dalian branch of SPDB. Although the product strategies, marketing channels and promotion tactics boosted the sales of finance product in some degree, finance product turnover keeps on the decline. Principal decision makers of Dalian branch of SPDB hold marketing meeting to discuss how to conduct the marketing campaigns about finance products, but disagreements appeared in various aspects of marketing strategies. In case analysis, Dalian branch of SPDB made analysis and identification of different target markets by means of market segmentation. On the basis of comprehensive case analysis, the thesis put forward appropriate marketing integration strategies including product strategies, marketing channels and marketing strategies for the reference of Dalian branch of SPDB in sales and market positioning of finance products.By finishing the thesis, the writer has widened and deepened the knowledge of marketing theories which supplies guidance for market assignments in the future.