The Research On Product Innovation And Marketing Strategy In China Bank Liaoning Branch

At present, as the process of global economic integration is accelerated, the system of domestic financial markets developing and the overall level of financial services enhancing, financial products has become a new focus of China's commercial banking market competition. Product innovation and marketing capabilities play an increasingly important role in enhancing the competitive.Firstly, starting from the research background and purposes, we reveal the significance of financial product innovation and marketing, and discuss the concepts of the financial products, financial product innovation and financial product marketing in detail.Based on the concepts, Identifying the main problems in the bank product innovation and product marketing, we extract the main countermeasures and suggestions to these problems, combined with the product innovative approaches to the theory of financial innovation, financial products, marketing theory, financial product design theory, and so on.We conclude that the Bank of China Liaoning Branch must find out the product innovation direction (structured finance, derivative products, SME financing, and savings bonds),design the objective actual need of innovative ideas and methods to meet the demand of the customer, and develop financial product. The Bank of China Liaoning Branch should actively learn from the advanced experiences,for example:marketing segments,designing the advanced idea of the marketing, the implementation of differentiated services, pricing methods, integrated marketing channels to expand the marketing function and to establish the brand, comprehensively reviewed the process of financial product innovation and marketing, enhancing product innovation and marketing capabilities.This study for the Bank of China Liaoning Branch of product innovation and marketing capabilities, as well as market competitiveness, market adaptability have an important role for other commercial banks to raise the level of product innovation and marketing efforts have a positive reference.