The Research On The Marketing Strategy Of The Personal Financial Products Of Minsheng Bank Changchun Branch

With the rapid development of national economy, people’s living standard improves continually, the residents’ income increases sustainably, and personal wealth increases gradually. The attention of our country residents is not only the problem of “enough to spend”, but is the problem of “how to spend”. In order to make personal wealth to achieve increment and keep value, the willing to financing & investment of residents is increased year by year. The demand about personal financial services for financial institution is increased continually. It prompts commercial banks to increase the development of personal financial products. However, the profit of commercial banks from the personal financial business is relatively low. But it just shows that the personal financial management business is a new way of bank profits. With the improvement of laws and regulations and policy about financial business, the financial market has entered the era of big, a contention of a hundred schools of thought and hundred boats compete to win big era. The financial institution such as banks, insurance companies, fund companies, and securities companies have launched various kinds of financial products. Financial products have become the new key point of competition of domestic financial institutions. Especially after December 11, 2006, our country has fully open the financial market. The foreign financial institutions gradually join in our financial market competition. What’s more, the foreign financial institutions have the rich experience in the area of personal financial products. It brings the huge huge market test for commercial banks in China. China Minsheng Bank is the first private joint-stock commercial bank. Its personal finance business has experienced a process from nonexistence to pass into existence, from small to large. It has become a leader in personal financial services in the financial industry. But there are some problems in the products’ marketing strategy, such as serious product homogenization phenomenon, single marketing channel etc.. To be able to get more market share in fierce competition, it need to develop a marketing strategy, targeted to take measures.Under the above background, the author mainly adopt the literature research method, case analysis method and PEST analysis method. On the basis of job, the article takes Changchun Branch of Minsheng Bank as the research object. On the basis of the analysis of the specific environmental, the article formulate scientific and reasonable marketing strategy. It is the supplement and perfect for the personal financial products theory. It has the important theoretical guiding significance. In addition, this study also helps Changchun Branch of Minsheng Bank to improve the competitive power of personal financial product, to promote the development of Changchun Branch of Minsheng Bank, also to make the benefit of other commercial banks to formulate the marketing strategy of personal financial products.The paper is be divided into five parts. The first part is the introduction, mainly introducing the research background domestic and international literature review, research methods technical routs. The second part mainly introduces the marketing situation of personal financial product of Changchun Branch of Minsheng Bank, including the introduction of personal financial products and marketing mode, and the analysis of marketing strategies of the personal financial product. The third part mainly analyzes the marketing environment of personal financial product of Changchun Branch of Minsheng Bank, including needs analysis, competitive environment analysis, and the macro environment analysis. The forth part is mainly putting forward to the marketing strategies of personal financial product to improve the Changchun Branch of Minsheng Bank, including product design, product pricing, marketing channels, marketing position, marketing strategy, personnel training strategy. The fifth part is the conclusion.