Research On Marketing Strategies Of Finance Products Of CNNZ Branch Of SPDB

In recent years, the personal finance products of our country commercial banks have developed rapidly. But with the development of the Internet financial, and the influx of foreign capital bank, the existing product market‘s competition of personal finance has increased. Under such circumstances, the personal finance product sales of Chongqing branch, which is of Shanghai Pudong development bank in Chongqing new north zone( CNNZ) have fell, and the market shares have declined. What kind of marketing strategy this branch should adopt, in order to ensure the branch’s continued rapid growth of the personal finance products, has become the main subject of this paper.First of all, with regard to relevant theories of marketing and personal finance, and research results both at home and abroad, the paper did a systematic and overall research.Secondly, through the relevant data, this paper has shown the present situation on personal finance product marketing of CNNZ branch bank. Meanwhile, based on the frontier theory of marketing, the paper made SWOT analysis of CNNZ ’s personal finance marketing, which including the analysis on Strengths, weaknesses, opportunities and challenges. Lastly, From the perspective of 4P(products, place, promotion, price),S(service),R(bank credit and risk control), T(financial planner team)and P(customer segmentation and position), this paper has put forward specific and targeted suggestions on the personal finance product marketing of CNNZ bank branch.