Research On Marketing Strategy Of Trust Products Of ZhongRong International Trust Co., Ltd ChangChun Branch

Along with the "big investment management" era and the "P2P" managementinto the market, financial market competition intensified. As the big boss of thefinancial market, the trust company will have a considerable impact. This paper firstintroduces the sales performance bottleneck in the current domestic financial marketenvironment,under this background Changchun branch of ZRT current difficultiesfacing challenges.Based on the strategy of Changchun branch of ZRT current marketing situation,marketing analysis, combining with the corresponding theory and method, andpoints out that the Changchun Branch marketing situation and existing problems,such as the target customer positioning is not accurate, leading to the marketingeffect is not obvious; the product type is less, customer choice scope is limited;marketing team without experience, the problem is not timely comprehensivemarketing activities, etc..In this dissertation, the domestic financial market was analyzed by PEST,separately elaborated the influence of the current macro environment of the domesticmarket for the formulation of the marketing strategy from the political, social,economic and technical point of view. Then on the financial market is analyzedthrough questionnaire surveys and group on-site interviews, clear marketsegmentation and target groups. Then through the current law of Changchun segmenton SWOT analysis, obtains the superiority, Changchun branch current weaknessesand opportunities and threats. Further concluded that although the trust company faces various challenges, but in the rapid development of economy, the new policymore open emerging opportunities, find a good market positioning, formulaterelevant marketing strategies to improve their own competitiveness, is to take theway of sustainable development of the necessary conditionsFinally, this paper uses7P′S marketing theory respectively through productstrategy, price strategy, channel strategy, promotion strategy, personnel strategy,tangible demonstration strategy, process strategy of the seven marketing strategygives the marketing strategy combination scheme of Changchun branch. Finally,from the establishment of a stable high-quality marketing team, perfect performanceevaluation and incentive system, the establishment of long-term mechanism,marketing innovation to set up the quality and service to win concept, strengthen thecooperation between government departments coordination, pay attention toemployee’s own growth of this five aspects obtains the implementation of themarketing strategy combination should guarantee.This article through to design the marketing combination strategy, adjust andoptimize the marketing plan, can make the marketing team has a more profoundunderstanding of the target market, a deeper understanding of products, in use, suchas direct sales channels to promote a more clear understanding of the marketingstrategy, so as to realize the stable development of the division of business.