The Study On The Marketing Strategies Of Bohai Bank’s Personal Financial Products

According to the further development of China’s economy, national income increased, so, more and more people have accumulated a certain degree of wealth.Now,not only the rich will pay attention to the word of "finance",but also the popularization.The reason comes two sides.On the one hand,high inflation rate devaluats the bank savings,makes it can not meet people’s respectation;on the other hand,more and more people learnt the knowledge of finance,so they will choose the best way to manage their money. According to people’s awareness of finance, commercial bank rely on it’s reputation and extensive distribution network are positively sale their product, in order to grab the big market share. Among the commercial bank,Bohai bank is a relatively young Bank.Compared with the smaller bank,Bohai bank has the advangtage on the design of product,but can not achieve the level of some big banks. At the same time, with the development of science and technology, the Internet finance arises,products such as alipay,cash treasure and leftover treasure, and a series of "treasure" on birth.This kind of product have attracted a lot of money,and lead the market share of Bohai bank smaller.In order to help Bohai bank analyze the inner and outsider competition,to design the better marketing strategy,on the one hand, this article based on the current situation of Bohai bank,giving a comprehensive analysis of the marketing situation from macro environment, competition environment and demand environment three aspects.And after the analysis, we can learn that national economic environment,macro strategy and people’s thoughts of consuming bring the benefit,but other commercial bank and the substitutes such an internet financial beaten Bohai bank heavely. On the other hand,after marketing segmentation and customer segmentation,we can classify the custome,in order to learn the demand of clients and dig the advantage of Bohai bank.Marketing segmentation means by taking income factor, family life cycle factor,manner and psychological factors into account;customer segmentation means by analyzing the frequency of purchasing,the amount of purchasing,and through the method of RFM classify the customer.In the end, based on the analysis of advantages, disadvantages,opportunities and threats of Bohai bank, this article gives some marketing strategy which involves product creative,produce creative,client management creative, cooperation and increasing brand value.And hope that this article will give Bohai bank some reference on the design of financial product.