The Marketing Strategy Of East Asia Bank's Financial Product

With the rapid socio-economic development and people's living standards rising, China's financial industry has grown rapidly over the past 20 years. At the same time Residents of the stock of financial assets increased by 200 times and the average annual increased to the rate of 30%, it is much higher than the growth rate of GDP in the same period. At the end of 2005, Residents of personal financial assets of the total financial assets rose from 40% in early 1990s up to 60%. The demand of Residents for financial products has shown a strong requirement, therefore, it will provide a broad market space for these commercial banks to expand business financial management. In this promotion, Commercial Bank of China's financial market is developing rapidly, and the banking industry is faced with unprecedented opportunities and challenges. To be one of the advanced foreign banks in Chinese financial market the Bank of East Asia [the Bank of East Asia (China) Co., Ltd.], so undoubtedly it is more favorable in the financial management. However, due to the lack of an attention and a comprehensive marketing strategy, Bank of East Asia's financial management products did not show the superiority that foreign banks operate in the financial aspects of the product, and gradually caught up by domestic banks.The article summed up the type of financial products and risk of the China's commercial banks, using the method of SWOT to analyze East Asia bank's financial products. The article includes the analysis of financial management product's marketing opportunities and threats on the external environment; the analysis of product's in-house environmental, fiscal strengths and weaknesses; the analysis of the bank's financial products and its reasons. Facing the risk of the commercial banks' financial products, the main reason of East Asia bank's the lagging in development of financial products is lack of publicity, These serious impact on the Bank of East Asia financial products and open up the domestic market sales.Therefore, in order to give full play to the competitive advantage of the Bank of East Asia in the financial products, Bank of East Asia needs to position product marketing, Establishing clear and feasible a whole marketing mix strategy of financial products. From the strategy of improving customer's satisfaction and adjustment, the strategy of product adjustment, the strategy of strengthening the marketing, to do a good job in marketing communications, and expand marketing channels. Through the products' overall marketing mix strategy to improve the market share of East Asia bank in the domestic financial markets, boosting the development of East Asia bank in domestic financial market.