| In recent30years.the economy of China has obtained very rapid development. People’s living level has increased, and the financial market has expanded rapidly. According to the statistics, by the end of2013, China’s household savings deposit has amounted to103trillion (CNY). At the same time the low savings can not meet the needs of residents to curb inflation. The Residents showed very strong demands for financing products, Therefore under the impetus of the interest rate marketization, various personal finance product of the commercial banks and the new Internet finance channel arises at the historic moment, such as "yu e bao". Due to the co., LTD. Xinjiang branch of agricultural bank of China (hereinafter referred to as ABC xinjiang branch) starts late in terms of individual wealth management products business, combined with the restrain of many problems showed up in the personal finance product marketing, they are now facing a unprecedented opportunities and challenges.In this paper, on the basis of summarizing the classic marketing theory analysis, use quantitative and qualitative analysis, comparative analysis, induction and other methods, learn from developed countries and regions under the interest rate marketization of commercial Banks and the experience of the new financing channel marketing such as"yu e bao". Contact all the theory with practice, this paper analyzes the problems and the reasons of ABC xinjiang branch in personal finance product marketing. From strengthening the finance team construction, repair and maintenance of customer service, perfect the risk supervision mechanism, adjust the marketing concept and improve marketing channel utilization rate, etc., to formulate scientific and effective solution to improve the financial product market share in xinjiang, and then promote a stable development of agricultural bank in domestic financial market. |
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