Financial Products Marketing Strategy Of Changsha Branch Of Industrial Bank Co.,Ltd

Finance is the core of the modern development of national economy, plays a decisive role on economic growth. In recent years, with the rapid development of our economy, more and more residents hands free funds, how to effectively keep the value of money, increase residents’ property income, how to make the property into wealth has increasingly become the focus of eagerly. And as the growth of the residents in our country household wealth, public financial management consciousness and improve 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, but commercial Banks still exist many problems in the financial product marketing, especially in the marketing strategy has the very big promotion space. Based on the above consideration, this paper, taking the bank changsha branch financial product marketing strategy research as the breakthrough point, the content of study on the segmentation. First of all, for the most important theories in the study of commonly used bank marketing "7 P", "4 C", "4 R", "STP", "family life cycle theory", "customer relationship management theory" described, such as for laid a solid theoretical foundation in this paper. As well as to the current development of personal finance products at home and abroad are analyzed, and determine the development of the whole financial market trend, pointed out the direction for the development of personal finance products. On this basis, through the questionnaire method analysis:(1) the customer structure of the bank and contribution is related to age structure; (2) the level of education awareness of bank financing products have obvious effect, in short, the customer by the higher education level, the higher awareness of bank financial products. (3) the cognitive way of wealth management products, customers are still largely dependent on bank financing of sales staff members. By the factor of molecular method, regression analysis and other analytical tools for empirical analysis, the results show that the bank finance product attributes, risk disclosure, the service level of wealth managers had a greater influence on the products to the customer purchase decisions. So in improving marketing strategy, should be in this a few aspects.