Marketing Research Of Personal Finance Product In Lanzhou Branch Of China Merchants Bank

In recent years, with the continuous deepening of China’s reform and opening up, the rapid development of economy and society, China has become the world’s second largest economy after the United States. Residents living standards have improved significantly, China has also become a household savings and the highest savings rate of the world. Although Lanzhou Branch of China Merchants Bank launched the first personal finance products in Lanzhou region, other commercial banks has launched personal financial services and internet Financial Products,such as "Yu E Bao "," Wei Xin Li Cai Tong".Lanzhou Branch of China Merchants Bank impact intensified competition of money market in finance market.In this paper, the Lanzhou Branch of China Merchants Bank as an object of study, collected a large number of branches actual data and information, by comparing with the same industry in personal wealth management products, analyzing the current situation in Lanzhou Branch of China Merchants Bank.The personal financial products identified in the personal financial product marketing problems.To solve these problems, we adopt a risk control, product innovation, improve sales channels, financial market segments and develop specialized financial officer of practical marketing strategy.In this paper, from the internal environment and the external environment on Lanzhou Branch of China Merchants Bank, China Merchants Bank and other commercial banks have some reference and guidance on personal finance product marketing strategy, as the future of conduct ing business personal finance business effectively in CMB and the reference of improving product competitiveness.