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Study On The Marketing Strategy Of CD Branch Of China Citic Bank

Posted on:2017-01-13Degree:MasterType:Thesis
Country:ChinaCandidate:L LiuFull Text:PDF
GTID:2279330485985257Subject:Business administration
Abstract/Summary:PDF Full Text Request
With the rapid development of the national economy over the past ten years, the income of urban and rural residents in China is increasing, the rapid expansion of private wealth, people also began to pay more attention to the role of financial management and functions, financial consumption demand surge. However, China has always been a high savings rate, in addition to the stock market and housing investment channels, other alternative investment approach is very limited, especially in the current economic restructuring and the global economic downturn, the housing market and the stock market performance is mediocre, so more and more customers through the new channel to manage their funds, which is to promote the rapid development of financial services, natural and promote the rapid development of the banking business. According to incomplete statistics, from the 2009 half a year now, in our country 4 trillion of credit insurance policies for growth stimulation, bank financial products, fast and steady development, the issue number and size of Dudu show a sharp expansion trend, financial products ushered in the a new round of prosperity. But we should clearly see that the surge in customer demand for financial management and marketing performance of the bank’s financial products is not proportional to the relationship. Investigate its reason, on the one hand is because the domestic financial products in the marketing strategy has a lot to improve and improve the place, on the other hand is because the balance of treasure, micro channel financial management and other financial products on the bank’s financial market impact, and most of the financial consumers did not form through the bank as an investment channel behavior habits.Therefore, based on the current situation of China’s commercial banks on the basis of the development of financial products, China’s commercial banks financial products marketing strategy in depth analysis, and the CD branch of China CITIC Bank as the research object, through the analysis of the development of China’s commercial bank CD branch of financial products, to find out the problems and reasons in the marketing of financial products. Finally, in view of these problems, combined with the external and internal environment of CD branch of China CITIC Bank, the paper puts forward practical marketing strategy, such as product design innovation, expanding marketing channels, strengthening the training of sales personnel, standardizing business and customer interest maintenance, strengthening brand marketing and so on.The innovation of this paper lies in three points, first, First, the paper puts forward the basic framework of financial product marketing strategy based on the actual situation of CD branch of China CITIC bank. The research object of this paper is the CD branch of China CITIC Bank, which has unique resources and competitive advantages, and puts forward the framework of financial product marketing strategy based on the SWOT analysis to understand the situation and condition.Second, this paper proposed the marketing strategy of the CD branch of China CITIC Bank financial products marketing strategy based on the combination of short-term goals and long-term goals. The short-term marketing objective of CD branch of China CITIC bank is to actively cultivate and develop high efficiency customer target market, based on the conditon to ensure that the existing customers, proper to develop potential customers, the core focus of the marketing of long-term goals of this bank is to promote the competitiveness of the bank and maintain market customers, play the advantages of the various aspects of the bank and focus on customer demand for diversified financial products, form a marketing model with a variety of financial products and services for diversified customer needs finally. Third, the paper constructs the marketing support system, including the emphasis on financial products R & D investment, the construction of talents team, the relationship marketing and service marketing model.
Keywords/Search Tags:financial products, marketing strategy, CD branch of China CITIC Bank
PDF Full Text Request
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