Research On Marketing Strategy Of Personal Finance Products Of Huaxia Bank Taiyuan Branch

The banking industry has become more competitive as deepening reform of China’s financial system, and how to maintain their profit margins has become a key issue more and more banks think about. In addition, with our people’s living standards improve, more and more bank deposits, people began to pay attention to asset appreciation, so the opportunity and frequency people contact with bank are increasing, this relationship with the bank financing gradually become close correlation. Money demand in such a great situation, the banking business have been the focus of the business to develop gradually transformed into personal financial services and non-interest financial products, which will be a new way for profit banks, domestic banks is also new competitive industry key points. China’s commercial banks in the implementation of personal financial services marketing campaign process, should be combined with China’s special economic and political environment, develop a set of practical conditions suitable for the current marketing strategy, for personal financial services in commercial banks has played a very large positive effect.In this paper, as personal wealth management products of Huaxia Bank Taiyuan Branch as the research object, this paper discusses background and significance of this research at first, then reviews and summarizes domestic and foreign literature on personal finance marketing, recalling the theory of marketing, as follows the development of personal financial products of Huaxia Bank Taiyuan Branch are introduced, which analyzes the current situation of marketing channel strategy from four aspects of marketing strategy-product strategy-pricing strategy, pointing out the problems in the marketing process, namely marketing theory behind, personal finance products in the market positioning allowed, the lack of detailed information to the customer database to record, network is relatively small, the lack of effective means of product promotion. On this basis, the paper analyzes environment of Huaxia Bank Taiyuan Branch from macro environment, demand environment and competitive environment, and introduces market positioning for its personal financial products, also makes a design of the product marketing mix strategies, including product strategy, pricing strategy, channel strategy and the successful experience of the implementation of promotional strategies. Finally, the author proposes marketing strategy implementation process for personal financial product of Huaxia Bank Taiyuan Branch, and the implementation safeguards for the implementation obstacles that may arise, including human resources, security, organizational security, system security and cultural protection. Hope the study can provide some preliminary reference and guidance for the development of specific products and system solutions of financial products of Huaxia Bank Taiyuan Branch.