Research In Marketing Strategies For Personal Financial Products Of Jiiin Branch Of China Construction Bank

In recent years, along with our country economic development，the wholeincome of domestic residents has been greatly increased. The wealth of domesticresidents increased rapidly, they pay more and more attention on finance services.The demand of asset inflation-proofing and appreciation is growing. At this time, it isthe main way that people invest in personal finance products because of its low risk、stable income. Especially in recent years, financial products are selling fast and thecompetition of the commercial banks is becoming more and more fierce. Jilin branchof China Construction Bank in the personal financial product marketing has been in aleading position in the market. However, the problems in personal financial productsof my branch are appearing.In this paper, on the basis of the related marketing theory, according tomarketing experience of personal financial products of Jilin Branch of ChinaConstruction Bank, through the combination of theory with practice，to explore themethods to solve the questions exist in the personal financial products of thecommercial banks, it strives to create a new way for the development of marketingin personal financial products on the road. The paper is divided into three parts offinding the problems, analyzing the problems, solving the problems. First, it analyzespersonal financial products marketing present situation of Jilin Branch of ChinaConstruction Bank and it studies the problems in personal financial products of JilinBranch of China Construction Bank. It summarizes six main problems.Second, in ourpersonal financial products marketing environment analysis, it analyzes four aspectsof the macro environment of Jilin Branch of China Construction Bank: politics,economy, society and culture, technology. Third, it analyzes my branch personalfinancial products competitive environment and customer demand. And it clears thestrengths, the weakness, the opportunity and the threats of my branch in personal finance aspect. Finally, in view of the above problems, this paper designed personalfinancial products marketing mix strategies to Jilin Branch of China ConstructionBank, including target customer segmentation, product strategy, price strategy,channels strategy, promotion strategy. And, it also puts forward implementationmeasures of personal financial product marketing strategy to my branch. Hope thatthis paper research can be helpful to Jilin Branch of China Construction Bank’s policymakers to establish correct financial product marketing strategy and plan.