Personal Finance Product Marketing Strategy Of Joint-stock Commercial Banks

Along with the growth of the our country residents home wealth， finance managingconsciousness and finance managing need continuously promote and formed a huge financemanaging product market。For be placed in the share system of strategic transformation periodcommercial bank and speech，strongly develop personal finance managing business as to it’s inthe future can keep on to develop a meaning graveness，and choose suitable marketing strategyalso to share system commercial bank，especially for medium the small scaled share systemcommercial bank but speech，have very realistic meaning。Promoting the marketing level is notonly the inevitable choice should open to the financial market，more should to the demand ofInternet financial big trend。But these share system the commercial bank strategically still has thespace to improve and promote at the current finance managing product marketing。According tothe above consideration，this text with our country the share system commercial bank personalfinance managing product marketing strategy research for，and on the research object again didto subdivide at a time，specially pointed out12differentiations of the whole country share systemcommercial bank and large state owned commercial banks，this text is the marketing strategy thatexclusively studies these share system commercial banks problem。This text looked backpersonal development process of finance managing product，bank marketing theories，such as“7Ps”，“4Cs”，“4Rs” and“STP”...etc.，and the development of domestic and internationalcommercial bank personal finance managing product marketing，pass to contrast each sharesystem commercial bank finance managing product present condition，as to it’s carried onanalysis in the problem of marketing existence。This text analyzes an each share system commercial bank existing finance managingproduct through an earnest contrast，think that it exists a product the height turn with quality，thetarget customer isn’t explicit，product design and fixed position aspect existence problem；Thebusiness net orders little，sale outlet establishment shortage，promote sales means opposite one，lack to retail an outlet，the product clarity isn’t high，be in need of profession finance managingteacher and retail price business customer manager troops etc. problem。For the further analysisproblem，this text aims at the behavior and feeling that the investor purchases to manage financea product to know that the degree carried on a questionnaire，the dint diagram is from thecustomer the angle reflect the commercial bank is managing finance the way of doing in theproduct marketing，also understand customer’s need to the commercial bank and seek a quasi-product fixed position to contain certain help at the same time。This text mainly makes use ofSWOT to analyze a method later on，and at research win election to take plentiful Jinan branch of Ever growing Bank a benefit the share system of the south branch office and same scalecommercial bank finance managing product marketing is example，analyze it inner part ofcompetitive advantage and bad situation，the opportunity and threat etc. of environment in theexterior faced，have a certain representative。Its advantage includes to manage chain short，manage forerunner，the mechanism is vivid，ask for help of same profession cooperation andwell make use of information technique means，the outlet constructs cost lower，risk controlability strong etc.，but also have property and customer at the same time the community scale issmall，the brand popularity isn’t high，retail business product the line isn’t enough well-found，finance managing product category should be more abundant with perfect，want for financemanaging teacher troops etc. bad situation。Aim at the above-mentioned problem，combine anactual circumstance，put forward excellent suggestion of strategy for turning a marketing。Thistext thinks that the characteristics that should aim at share system commercial bank subdivides acustomer market，explicit target customer，enhance to manage finance a product design fixedposition， to provide comprehensive finance managing service transformation； The fullexploitation gives or gets an electric shock company’s outlet and strongly develops an on-linemarketing，actively should to Internet finance；The improvement publicizes strategy，increasesproduct clarity and promotes investor education；Enhance professional finance managing teamconstruction etc. measure。This text dint diagram follows a main line to organize the researchachievement of related realm existing cultural heritage，hard considered the new challenge andnew opportunity bringing Internet finance，and tries to do some quests in the aspects of theoryresearch and actual situation that promote marketing level operating，to our country in smallscaled share system the commercial bank personal finance managing business marketing putforward the marketing strategy that a series have stronger maneuverability and managed financethe actual work of organization to provide theory instruction for finance。...