China Construction Bank Co. Ltd Shuangyashan Branch Fund Sales Strategy Analysis

With the growing sophistication of China’s capital market, fund market hasalso become stronger and stronger, bank agent sales fund business not onlygradually become bank important intermediary business income, but also toimprove the commercial bank management structure and growth mode, strive formore customer resources plays an important role.This paper takes CCB Corporation Limited Shuangyashan branch (hereinafterreferred to as the Shuangyashan branch of CCB)the fund distribution business asthe research object, the use of a PEST analysis, SWOT analysis and marketingtheory and method. This paper studies the domestic and foreign banks to sell thefund business development present situation, and to the Shuangyashan branch ofCCB fund distribution business from the political and legal environment,economic environment, social culture environment and technical environment ofseveral aspects of the analysis, according to the Shuangyashan branch of CCBfund sales strategy in the presence of the fund business, inadequate attention tomarketing strategy is not clear, the organization mechanism and assessmentmechanism is endless and reasonable, the service homogeneity, the quality of thesales staff and other aspects of the problem, through the data of full and accurate,and is engaged in basic level of fund sales of actual work experience, putsforward the construction of the Shuangyashan branch to implement active fundsales strategy, to increase the fund to the attention of business strength, drive theinnovation of products and services, establish a fund sales of the brand, andactively seize the market; to improve fund prompting mechanism, strengthenassessment mechanism effect; to adopt scientific management methods andadvanced marketing means, differences in the implementation of marketing andmarketing consultant; establish and improve the customer risk assessment system,and persistent the ground for investor education.