The Rearch Of Marketing Strategy On Shanghai Pudong Development Bank’s Low Starting Point Of Financial Products

The residents’ income has increased because of the adjustment of the economic structure and the distribution system.The popularity of financial products awaken the investment consciousness of consumers.Changes in the stock market and the gold market,even the unpredictable risks to inflation can make the residents’ wealth face the devaluation.Financial products’ appear make the maintenance and appreciation of the wealth possible and bank financial market is booming.Shanghai Pudong Development Bank(SPD Bank) was established in 1992 and is a national joint-stock commercial bank.Besides the Wholesale business,it also regards development of retail business as importment.The low starting point of financial business now has a certain size,at the upper level of the markte.But because of the imperfection of the marketing mix,low starting point of financial management did not show a significant competitive advantage and being faced with many problems.Coupled with the impact of monetary fund in recent years,low starting point of the SPD Bank’s financial product competitive advantage has been gradually weakened,submerged in financial markets.In this paper,the author analysied of the development strategy of SPD Bank and the low starting point of financial product types and development status.The author use the 4P analysis method to study the low starting point of financial management products in the marketing and studied the financial environment,and also use the five-force model analysis method to study the market environment,internal environment was analysied too.Foreign commercial bank financing business development earlier,and have a more mature and complete service system. It is relatively perfect on marketing concept, business innovation and talent construction development.which are valuable lessons for our country commercial banks.Commercial banks in China can improve on strengthen brand differentiation, effective management of customer information system, strengthen the portfolio management and service channel management.In this paper,according to the study of SPD Bank’s low starting point of financial product marketing,and combined with the foreign commercial bank marketing experience for reference,The author think its marketing strategy should be improved from the following aspects:sets up the brand image of”New thinking. Heart service”,Customerrelationship management,strengthen the lobby manager marketing and referral functions,construct the marketing channels and improve customer satisfaction to perfect the SPD Bank’s low starting point financial product marketing strategy.