Study About Commercial Bank Financial Products Marketing Strategy

Along with the sustained, rapid, and healthy development of China’s economy, the income level of residents and family financial assets continue to improve, what’s more, people’s financial awareness has been enhanced, the traditional single deposit money into the various financial products investment not only becomes an inevitable phenomenon, has become a fashionable way of managing money.Because the banks has dominated in China’s financial system for a long time, and because the financial products of commercial bank own high degree of credibility with rich species and convenient channel, yield it’s more stable with less risk, the issue of financial products favored by the residents. Especially in recent years, on the effect of continuous high inflation and negative real interest rate, commercial bank’s financial products market has developed very fast. In the current competitive market, commercial banks should take corresponding marketing strategy in order to seek sort in the market competition according to the needs of its business development, combined with the market competition situation of financial products.In this paper, based on further research and study of the market segmentation theory, marketing environment theory,4Ps,4Cs and4Rs combination marketing strategy theory, using the SWOT analysis facing legal analysis of A bank financial products internal strengths, weaknesses and external opportunities and challenges. At the same time, I use micro data gotten in my practice period——a branch of A Bank of Lanzhou in the form of questionnaire to obtain customer random sampling investigation practice in a professional,and then use statistical methods, the principal component analysis(PCA) and Logit model and other methods to analyze quantitatively the effect of A commercial bank financial products, brand awareness, customer satisfaction is the demand for financial products influencing factors.Empirical results show that, the customer is not high, the A bank financial products brand awareness overall customer satisfaction is not high, and the factors affecting the demand for financial products of commercial banks,brand awareness, customer satisfaction, consumer income is the most significant effect. Conclusion based on the empirical analysis, given the A bank should take the corresponding marketing strategy, and put forward the relevant conclusion A bank financial products work. This paper adopts the research paradigm and research methods of modern mainstream, the marketing practice of financial marketing theory applied to commercial banks, have certain reference meaning for the actual work of marketing of commercial bank financial products.