A Research On Marketing Strategies For Personal Financing Products Of GZNS Bank

As the growth of Chinese family income, citizens’ financing awareness and financing need are ascending, and it thus forms a large market for financing product. Financing business already becomes one of the core businesses for banks, however, small and medium joint-venture banks still have many problems during the financing product marketing. It still has improvement room in their marketing strategies. Therefore, through deep research and analysis in the marketing of financing products of GZNS bank, it is helpful to expand its market scope, attract more customers to buy its financing product, and meanwhile benefits more customers with higher profits, and maintains and increases their fortunes constantly.The essay made a systematic research and overall cleanup on relevant theories, as well as home and foreign scholars’ researches in terms of marketing and personal financing. This essay bases on the pilot marketing theories to make a thorough analysis and appraisal on the basic situation of personal financing marketing of GZNS bank. Analysis shows that GZNS bank has below problems in personal financing marketing : in product design, its products has severe homogeneity. In marketing channel, it doesn’t fully utilize internet, and distribution channel is simple. The promotion measures are also simple. The financing products are not transparent. Investigation comes out that, GZNS bank should follow its main customer group, and on the other hand, it should adapt to different customers’ preference in risk and tenor. Based on that, in marketing strategy, GZNS bank should seize premium customers, and purposely develop potential customers. In product strategy, it can reform ordinary product mold into “festival product and customer promotion ” in order to better sales performance. In promotion strategy, it should hold various promotion events, and meanwhile tries to train the financial awareness of customers and the personal qualities of the staff, in order to better sales performance also.Discussing the development strategy of financing business of GZNS bank, and extending it into the whole industry, and guiding the investment channel and cash flow direction, is beneficial to optimize and perfect the whole financing structure.