Lilac Financial Product Marketing Strategy Research Of Harbin Commercial Bank

With the growth of China’s household wealth, improve financial management and financial needs, forming a huge financial product market. For in the strategic transformation of joint-stock commercial Banks, to develop the personal finance business for its future sustainable development is of great significance, and choose the appropriate marketing strategy for joint-stock commercial Banks, especially for small and medium-sized joint-stock commercial Banks, has very realistic significance. Enhance the level of marketing is not only a response to the financial markets open the inevitably choice, is to deal with the needs of the Internet financial trend. Financing business has is one of the core business of the bank, but the joint-stock commercial Banks in the current deposit are still many problems in financial product marketing, the marketing strategy is still there is room to improve and upgrade. Based on the above consideration, this article in lilac Harbin commercial bank financial management products, for example analyzes the commercial bank personal finance product marketing strategy.In this paper, based on analyzing the current situation of Harbin commercial bank financing products development, summarizes the problems existing in the Harbin commercial bank financial product marketing, such as product design and positioning, sales channels, the problems of production promotion methods, the problems of financial products, the problems of transparency and marketing team, etc., the problems of and further made a SWOT analysis for the lilac financial product marketing strategy, and then puts forward the lilac financial product marketing strategy.This article thinks that should according to the characteristics of the joint-stock commercial bank customer market segment, clear target customers, strengthen the financial product design positioning, to provide comprehensive financial service transformation; Make full use of the electricity business channels, develop the Internet marketing, coping with Internet financial; To improve propaganda, increases the transparency of product, enhance investor education; Measures such as strengthening professional financial management team construction. This article attempts to follow the mainline organization related research achievements of existing literature, seriously considering the Internet financial brings new challenges and new opportunities, and in promoting the marketing level of theoretical research and practical operation to try to do some research about, to our country small and medium-sized joint-stock commercial bank personal financial business marketing put forward a series of marketing strategy has strong operability, the actual work provide theoretical guidance for financial services institutions.