Research On The Marketing Strategy Of Financial Products Of Bank Of Jilin

Personal financial services also known as the wealth management business indeveloped countries. It is one of the important sources of intermediary businessrevenue of the commercial banks those in developed countries. Personal financialservices refers to series of services that commercial banks supply for the individualclients, such as financial analysis, financial planning, investment advisory, assetmanagement and other professional services activities.In recent years, with the development of economy and the deepening ofmarket-oriented interest rate reform, private wealth is growing and presents the centraltendency, people’s attitudes towards wealth, ideas and approach compared with the pastchanged a great deal, and financial management requirements of ordinary people areincreasingly strong. Due to its large scale, low risk, wide business range and stableprofits, personal financial business has became the focus and a main battlefield amongbanks. At the same time, the mode of thinking of bank service gradually switched fromthe previous "product-centric" to " customer-centric". Since2008since the issue ofpersonal financial management products, Bank of Jilin has made some achievementsand accumulated some experience, but in the financial product marketing strategychoice and implementation, customer segmentation, brand system construction still hasmany deficiencies. How to better shape the wealth-management business brand, how toenrich brand connotation with innovative marketing means and how to further expandthe brand popularity, reputation and market influence, is greatly significant for Bank ofJilin. The purpose of writing this article, is to find out the problems and analyze reasonsunder Bank of Jilin personal financial management product marketing present situation,and by combining with STP strategy and4R marketing theory, to put forward properstrategic advice for Bank of Jilin personal financial management product marketingexpansion and specific safeguard measures for the implementation of the strategy so asto improve the Bank of Jilin personal financial management product marketing strategyand promote the competitiveness of the Jilin banking market.This paper consists of four parts: the first part is an introduction to the mainresearch background, significance, research and research methods elaborated. Thesecond part of this paper is personal financial management product marketing statusquo is analyzed in detail description, from the product innovation and marketsegmentation, market pricing and marketing, product structure design three aspects tofind out the problem in the process of Bank of Jilin personal financial managementproduct marketing to analyze the deep reasons. In the third part, from the marketsegmentation, target market selection, market positioning of three steps to make STPanalysis of Bank of Jilin personal financial management products, and with advanced4R marketing theory as the instruction, recommendations of personal financialmanagement product marketing strategy implementation are proposed, namely, linkagestrategy, response strategy, relationship marketing strategy and rewards strategy. Thelast part is around the four areas of organizational structure, system construction,building customer information data and establishing the wealth club a series of Bank ofJilin personal finance product marketing suggestions to improve security measures areput forward.