Research On Marketing Strategy Of Personal Financial Product Of Ks Branch Of The Agricultural Bank Of China

China has experienced its reform for35years since1978. With the deepening of the reform, our country residents’ income has been growing continually at a high speed. And, residents’ personal assets have been increasing dramatically at the same time. Accompanying with the development of economy, residents pay more and more attention on how to keep their personal assets value or how to increase their personal assets value. It is undoubtedly that investment and financial planning are important approach. People used to deposit their money in a bank to keep value or increase value, but now, gradually, more and more persons prefer to get advice from the bank to deal with all the affairs related to "money" to gain higher returns than savings. That creates great opportunities to banks to extend a wide range of its business to financial markets in order to meet more and higher needs of customers. At present, China’s financial industry is mainly using segregation of financial business mode. Securities, insurance and banks are still in a relatively fragmented state, and, banks have not yet been able to use financial instruments to create a variety of financial products for customers effectively. So, at present, personal finance business is especially important for commercial banks. This paper’s research subject is put forward under this background.In this paper, on the basis of the related marketing theory, first, it analyzes four aspects of the macro environment of KS branch of agricultural bank of China:politics, economy, society and Culture, technology. Second, it analyzes two aspects of demand environment: aggregate demand and customer behavior. Third, it analyzes KS branch personal financial management business competitive environment and makes a preliminary analysis. On the basis above, in this paper, it analyzes the development status of KS branch of agricultural bank of China, general situation of the management of individual wealth management products, personal finance product marketing present situation. And, it analyzes the current products of the KS Branch of the Agricultural Bank of Chinas in the marketing of personal financial and discusses the problems existing in the process. For solving the problems above, this paper designed personal financial product marketing mix strategies to the KS branch of agricultural bank of China, including target customer segmentation and selection strategy, products strategy, service channels innovation strategy, promotion strategy and risk control strategy. And, it also puts forward implementation measures of personal financial product marketing strategy to the KS branch of agricultural bank of China. At the same time, in view of the possible problems in the implementation, specific safeguard measures are put forward too. Hope that this paper research can be helpful to the KS branch of agricultural bank of China’s policy makers to establish correct financial product marketing strategy and formulate specific personal finance products and systems...