Research On The Marketing Strategy Of "HeBao" Financial Products Of Industrial Bank Changchun Branch

Financial Products of Industrial Changchun Branch is the branch as ajoint-stock bank, Changchun financial products in the market established a goodbrand image. In2013, the Industrial Bank launched "HeBao" of financial products.Because the flow design, investors subject limitation, marketing for many reasons,HeBao sales have continued to lower. The current sales scale is difficult to adapt tothe asset transfer and increase the intermediary business income needs, the need formore scientific and effective marketing strategy to promote the marketing, completethe head office issued30,0000,0000Yuan of asset transfer planThis paper first analyzed financial products market and the product “Hebao”ofChangChun branch. Describes the market situation and the development trend offinancial products, analysis of customer characteristics of Changchun Branch ofIndustrial Bank, through investigation and Research on the competitors hasestablished the status and the competitive advantage of their own where competitionin the industry, the marketing situation of Changchun Branch of Industrial Bank ofdiagnosis and points out the existing problems of marketing strategy. On this basis,combining relevant marketing theory in marketing management and bank,application of market segmentation theory to subdivide the Changchun Branch ofindustrial bank financial products market, put forward the product innovationstrategy, which aims to solve the homogeneity of products; put forward to improvethe customer delivered value as the target pricing strategy; proposed a multichannel marketing strategy, take the Industrial Bank and cooperative bankdirect sales agent, network, self-service channels combined channel strategy; take the customer as the center forward promotional advertising, public relationsmarketing, sales promotion, marketing personnel marketing and network marketingpromotion strategy of diversification; finally, in order to ensure that the newmarketing strategy can be implemented smoothly, has formulated a series ofmeasures to ensure the implementation of marketing strategy; Including riskmanagement to avoid market risk, credit risk, legal risk, operational risk oriented;by strengthening the sales team building training, communication channels andstrengthening process management to realize the construction and management ofmarketing team; Way to take the combination of material motivation and spiritualmotivation, formulation of occupation career development planning andindividualized employee incentive mechanism to perfect the incentive mechanism,through the standardization of system specification, operation and strict evaluation toestablish the control system perfect, finally build the new financial productmarketing system of "HeBao" of Financial Products of Industrial Changchun BranchUnder this background, this paper will be the effective marketing how to realizethe "HeBao" financial products as the starting point, from the perspective of microfinance product marketing strategy, in order to improve the business of investmentbank "asset choice-asset investment-asset circulation--asset management" fullprocess roles, build brand of investment of Financial Products of Industrial Bank.