Research On NH Branch Of Agricultural Bank Of China's Personal Finance Products

In recent years, The big banks competition becomes more intensified, and during the low risk, income stability and geared to the needs of customers, the bank's personal finance business is becoming a hot spot of each big bank competition in the market. And in recent years, urban and rural residents in China the savings rate is rising year by year, residents of the financial management consciousness gradually enhanced, in the case of bank savings interest rates gradually decrease, the demand of the products has been enlarged step by step. Agricultural bank of China, made as a state-owned commercial Banks and the mainstream Banks, must constantly explore, in terms of financial business take reasonable marketing strategies, to foster strengths and circumvent weaknesses, constantly promote the development of the agricultural bank financing business.The purpose of his study was to analysis the NH branch of agricultural bank of China (here in after referred to as the NH bank) products. aiming at the problems and difficulties in marketing put forward concrete feasible solution, to improve the unreasonable marketing strategy to cope with fierce competition in the industry, so as to make the NH bank financial product marketing in the market competitive advantage.Based on NH bank as the main body, this paper analyzes its financial product marketing strategy. Firstly, on the macro environment of the NH ABC analysis, which including political, economic, social and technological environment analysis. Secondly, Analysis industry competition environment, with the SWOT analysis of NH bank in again, clear the advantages and disadvantages of enterprise internal resources and external environment of the opportunities and challenges, and then combination analysis, to use its advantages and opportunities to deal with its weaknesses and challenges, expanding NH bank financial products market. In NH bank's internal resources for NH bank under the condition of market segmentation, target market strategy and market positioning, it is concluded that NH bank for target populations, and its target market strategy, whether differentiation marketing, etc., provide the basis for subsequent analysis of NH bank marketing strategy. Finally, NH bank product strategy, price strategy, channel strategy and promotion strategy is analyzed, know their status and coping strategies. Finally give a summary on the basis of analysis of all.