Research On Personal Finance Product Marketing Of The H Bank

Since the reform and opening up, China’s economy developed rapidly. Further more, the national economy maintained fast-speed growth and the income of residents increased steadily. The good economic condition provides a good opportunity for the development of finance products. In our country, finance products appeared relatively late. But in recent years, the risk of the stock market and property investment become great which makes finance products has attracted many investors. According to statistical information, Wind, 60 banks issued a total of 431 finance products before 30 March,2012. There are 264 which are issued by ten bigger banks, the total circulation of 61.25%.Based on the above considerations, this paper focuses on RESEARCH ON PERSONAL FINANCE PRODUCT MARKETING OF THE H BANK trying to organize the existing research results in a relatively complete framework. Then, analyzing the marketing status of the finance products is necessary. The analysis has certain practical significance for THE H BANK in market positioning, the development of new products, marketing strategy formulation and expanding the market share.This paper carries on the analysis to the marketing situation of THE H BANK from two aspects that are internal elements of and external environment. At the same time, the comparison was made with CHINA MERCHANTS BANK, PING AN BANK, BOHAI BANK and other joint-stock commercial banks. According to analyzing, this paper summarizes its own advantages and disadvantages and the opportunities and threats that the environmental brings. Then this paper constructs the SWOT analysis matrix. Finally, this paper puts forward perfect strategy suggestions of the finance product marketing for H BANK PRODUCT strategy, PRICE strategy, MARKETING CANAL strategy and PROMOTION strategy.