Analyse Of Competitive Strategy Tactic Of Personal Financial Services For Putian Branch Of Industrial Bank

Financial products with the characteristics of the market capacity, low risk, business scope, business income is stable, has become the dominant products of foreign commercial banks and an important source of revenue and profit growth point. In recent years, along with the approximation of the wholesale business of foreign banks and the pace is slowing, the commercial banks under the situation will fall over each other to launch a variety of financial services and proprietary brands. Therefore, finance has become a focus of our banking industry at the present, the positive study of financial product marketing strategy and channel construction is of great importance for banks and clients.At present, the joint-stock commercial bank financial products marketing channels, marketing methods are relatively similar situation based on the analysis and comparison, all financial aspects, the number of sales outlets for personal financial market participants to the Putian commercial bank financial sales, dot, integrated with the strategy group analysis method, to further clarify the personal financial market of commercial banks in Putian regional competition. Contribute to the joint-stock commercial banks in the aspects of business practice and development; at the same time, the development and marketing of commercial banks to effectively carry out personal financial product has certain reference and reference value, promote the development and perfection of the personal financial products of commercial banks in China, improve the market competitiveness of domestic commercial banks in financial products.Systematic research on the current situation of China’s joint-stock commercial bank financial products marketing strategy, the new situation and the existing problems and causes, facing new requirements and supervision at home and abroad, and the analysis and reference for personal financial product marketing of commercial banks, combining with SWOT analysis method, the author the joint-stock commercial bank as an example analysis of joint-stock commercial banks how to construct marketing strategy. Finally, based on the above analysis foundation, was the Industrial Bank Putian branch and area of similar formulation and development of joint-stock commercial banks personal finance product marketing strategy, from product and service, marketing channel, pricing and promotion and so on, put forward the optimization recommendations.