Research On Marketing Strategy Of Financial Product For China Everbright Bank HHL Branch

With the rapid development of economy and people’s income level enhances unceasingly, the demand for investment and financial management concept is enhanced, individual wealth management products, with its sort is more, yields higher characteristics by many investors sought after. But at the same time, along with speed up reform of the financial system, such as citigroup, HSBC an influx of foreign Banks, the rise of local small bank, domestic banking market competition intensified. Therefore, in the current economic backdrop, to the survival and development of Everbright bank, at the same time in order to improve the whole competition strength of the Everbright bank, the Everbright bank personal finance product marketing strategy is very necessary.First of all, China Everbright bank personal finance product were summarized and the analysis of the external environment. Outlines the Everbright bank, Everbright bank, zhengzhou branch, as well as HHL branch of Everbright bank personal finance development, product variety, the buying process, as well as the personal finance business of the role in the development of Everbright bank. Using PEST analysis tools to the macro environment of Everbright bank is analyzed, and then analyses the competitive environment is also; Then with the help of questionnaires, China Everbright bank HHL branch of personal finance product marketing status quo and the existing problems and reasons were analyzed. For HHL Everbright bank branch personal financial products market demand and customer satisfaction questionnaire design, analyzes the results of the survey, the author internships can see and talk to the money managers, find out the existing problems, and analyzes the causes of the problem; Then aiming at the problem of the findings of the China Everbright bank HHL personal finance product marketing strategy is put forward. Using the STP(segmentation, target market and market positioning) strategy and 4 p(products, price, channel, promotion) carry on the omni-directional analysis tactical tools. Through product innovation, the optimal pricing strategy, broaden the channels of distribution, strengthen customer management, innovation, service mode, strengthening the financial management team construction strategies are given in detail, in order to improve the Everbright bank HHL branch sales of individual wealth management products, improve the comprehensive competitiveness of bank as a whole, Finally summarize the merit and shortcoming of paper, as the focus of this article summarize and review, and put forward to the further study of the topic.Hope this research can be of Everbright bank HHL branch decision-makers play a role of reference, to develop a precise marketing strategy of individual wealth management products, which in an impregnable position in the competition in the banking market.