Study On Marketing Strate-ies For HSBC Shenzhen Branch Personal Financin Products

The economy of China gets more and more closly and inseparatly related to the world along with the global economic integration,and itself has got a great development as well. The sense of financial planing has grown strong as the income and the education level increase.Obviously,the traditional term deposit and government bonds could not prevent the inflation well enough any more.As a result,it’s hard for the residents to be satisfied only by placing a term deposit or purchasing the government bonds.In order to suppress the CPI,people have to find a good way to maintain the value of their money. It’s more realistic for most of people to buy financing products from banks via various channels.Shown as the statistics from CBRC,there were28,239financing products issued by the banks in2012. All of the commercial banks share concerns on how to be outstanding and recognized by customers out of thousands of personal financing products.The HSBC bank(China) company limited Shenzhen Branch entered Shenzhen market at a very early stage. As a forein bank,HSBC should has its advantages on personal wealth management. However, its further development is limited due to policies and self problems. The sales process of HSBC personal financing products was studied in this paper by applying case study and document reference. The problems,such as products,returns,channels and person,incurred in the sales process have been reviewed and studied to search the root reasons behind. And related sales stategies have been mentioned for referrence. Different from the general products, the personal financing products are invisibal.Therefore,some financial planing concepts.such as the theory of life circle, have been deployed to analysis STP,product design,channels and promotion stategies applied. And it could be an referrence for HSBC Shenzhen in handling the chances and challenges.How to maintain a tight control on all risks should not be neglected while considering the sales expension.The internal control procedures,intermediate monitoring and audit policies are required to set up accordingly to fullfill this purpose. Those methods will boost the healthful development of the financing products while benifiting the sales activities as well.