Financial Products Marketing Strategy Of Hunan Branch Of China Construction Bank

The rapid growth of China’s household wealth, financial awareness deeply rooted, and gradually formed a huge personal financial products market,commercial banks strategic transformation,provided an opportunity to seek greater development. Commercial Financial Services is one of the core business of banksjoint-stock commercial banks,but many problems still exist in the current marketing of financial products,their marketing strategy is still room for improvement and upgrading. Based on the above considerations,this paper personal finance product marketing Strategy of China Construction Bank branch in Hunan as a starting point in the study were refined. This paper reviews the theory of personal financial product marketing, including "7P", "4C","4R","STP" marketing theory and other banks, as well as the development and current situation of domestic and foreign commercial banks, and China Construction Bank branch in Hunan personal finance product marketing conducted a comprehensive analysis of the system,on this basis,through the design of satisfaction questionnaires and personal finance products in accordance with the needs of the factors affecting the design of the questionnaire,the Hunan branch of China Construction Bank obtained financial products market awareness is not high. From a cognitive approach,the bank financial officer played a major role, but the role played by advertising is still room for improvement. Obtain the raw data through questionnaires, empirical analysis using principal component analysis showed that the stability of financial products revenue of satisfaction with the greatest impact on the marketing of financial products, followed by customer trust financial products, financial variables in all affect the amount of products from the purchase of satisfaction is relatively small. Degree of influence by the degree of influence of each variable secondary indicators to get the corresponding sum level indicators can be seen, the financial products own properties,financial services marketing staff levels on a larger customer satisfaction,improving the marketing strategy When should focus on these two aspects.