Research On The Marketing Of Financial Product Of China Everbright Bank Wuai Branch

According to the current financial situation of there still being many unsolved problems after the global financial crisis and the high fluctuating rate of CPI in China, PBOC changes monetary policy frequently during these years. Under the situation of tight real estate policy, and the continuous increasing of reserve ratio and interest rate, commercial banks in China make financial products being there main investment products. They focus on offering the public special short-term and medium-term financial products which combine both high liquidity and high yields. On one hand, these financial products satisfy the needs of the investors; on the other hand, this trend puts forward higher requirements of commercial banks’financial products and marketing strategies.Modern financial service is the service which commercial banks and all the other financial institutions combine consumer assets relationship management and investment portfolio management together, consequently form a banking service which has the characteristic of tantalization and specialization. In this fierce competition in the financial field, CEB faces both challenge and opportunity of the designing. issuing and managing of financial products.There are thirteen Branch in Shenyang.They focus on offering the public special short-term and medium-term financial products which combine both high liquidity and high yields. On one hand, these financial products satisfy the needs of the investors; on the other hand, this trend puts forward higher requirements of commercial banks’financial products and marketing strategies. Through the deep analysis of China Everbright Bank’s financial products and management strategies, the author tables a new proposal for further product management, which provides the financial industry an available and exchangeable marketing strategy. So that the consumers can be provided better financial products and services, and consequently, realize the goal of win-win-marketing scale and financial products yields maximum.