The Research On XX Bank Nanjing Branch Of Personal Financial Product Marketing Optimization Strategies

China's financial sector continued development in the wave of globalization,financial markets are maturing.Internet financial industry improved the efficiency of financial intermediation,is a useful complement to the existing financial system.Banks recognize that only continue to improve their products,improve their ability and level of service,and actively take effective marketing measures.XX Bank,Nanjing Branch how to deal with Internet financial needs,how to survive in the competition,and development,become XX Bank Nanjing Branch,to enhance the core competitiveness of the important issues for deepening the reform of the financial system,we have made steady considerable development banks have far-reaching strategic significance.Firstly,on the basis of relevant theories,it analyzes the status quo of personal finance product marketing strategy XX Bank,Nanjing Branch.With the small joint-stock banks have entered,XX Bank,Nanjing Branch of the original absolute dominance has been a serious challenge,the paper analyzes the status of personal finance product marketing strategy XX Bank,Nanjing Branch.Including personal finance product marketing strategy,financial strategy and product composition,product bundling strategy,channel strategy and classification.Secondly,the paper conducted a survey of XX Bank,Nanjing Branch of personal financial products,marketing strategies,and problem analysis.Papers based on access to literature and selected according to experience some of the key factors as an option,making the XX Bank,Nanjing Branch customer satisfaction survey,in2016 April-May in branch-branches business lobby to customers collected 230 questionnaires.Analysis concluded that the development of information technology and Internet technology makes traditional business profit model has been a fundamental change,a key factor in customer satisfaction affect six main areas,namely business services staff capacity,customer information and financial security Bank charges are fair,ability to innovate products and services to facilitate timely access to information,products and services acquired convenience.Finally,the paper on the problem analysis,summed up the lack of Internet financial concept of financialbusiness innovation to be further improved,the lack of financial problems with the Internet-oriented incentives and other three aspects.Finally,the paper proposes Internet based financial XX Bank Nanjing Branch of personal financial product marketing optimization strategies implemented.Product strategy,proposes to strengthen the establishment of Internet marketing and e-commerce platform;channel strategy,for different customer groups to improve service capabilities,improve customer satisfaction,for customers to build a platform,network operators customers;on the pricing strategy,customer classification,provide customers with differentiated products and services,the full implementation of brand strategy;on the communication strategy,using O2O mode,providing customers with online and offline interactive experience,third parties,launched a full range of customer marketing.Then,the paper presents an Internet-based financial measures to optimize the implementation of personal financial product marketing strategy,including the emphasis on all-round implementation of customer relationship management strategy;establish an Internet research and implementation of financial institutions;strengthen staff management,cultivate a good working atmosphere;actively collecting information strengthen the banking network construction;strengthen extension services promote the use of tools.Papers with practice-branches personal finance product marketing,Internet-based financial,customer satisfaction theory,identify the decisive factor in customer satisfaction,the study of personal finance product marketing,Internet-based financial help XX Bank Nanjing Branch even domestic banks according to their market positioning,development strategy and resources in order to develop practical marketing strategy,branding strengthen financial management and maintenance,help banks achieve strategic transformation and sustained economic growth.